Choose PPC metrics for a dashboard in Tableau

Business Benefits

Consolidate your analytics in Tableau to visually reflect your website performance.


Include the campaigns’ main metrics and visually highlight the numbers such as impressions, clicks, cost and conversion metrics.

Conversion metrics can include:

  • Total conversions and total revenue
  • Cost per conversion
  • Conversion rate if this is the goal of your campaigns.

Techniques to visually hifhlight the numbers:

  • Include them at the top of the dashboard
  • Use a bigger and bold font
  • Generate a contrast between the background of the table and the number.

It is important to be consistent with the look and feel of the overall dashboard and your brand guidelines too.

Create and add calculated fields for ratios to understand the effectiveness of your campaigns: CTR, CPM and CPC.

  • Click-through rate (CTR) is calculated as the sum(clicks) divided by the sum(impressions)*100.
  • Cost per thousand impressions (CPM) is equal to the sum(cost) divided by the sum(impressions) multiplied by 1,000
  • Cost per click (CPC) is the sum(cost) divided by the sum(clicks).

Include lead-related metrics: total leads and cost per lead, only if it is one of the goals of your campaigns.

Include a percentage of variation on the main metrics to show their evolution.

Click on the metric and select Quick table calculation to convert the number to year over year growth rate or year to date growth.

Create date parameters to customize the time series visualizations and set the values as Date, Month, Year.

This parameter should be included in the visualization and its function is to allow the user to customize the time series charts.

Create a date calculated field dependent on the date parameter created before.

Use a case statement and if the value is Date, then apply the date() formula to the original date field you will use on the time series chart axis. Also apply month(), and year() functions. This calculated field will replace the original one on the time series charts.

Create two metrics parameters to customize the charts and set the values as impressions, clicks, costs, CTR, CPC, CPM, and any other relevant metric you included before.

Create two metric calculated fields using a case statement and add it as a metric to be displayed on the chart.

This is dependent on the previously selected parameter. If the user selects Impressions the calculated field will show the metric [impressions].

Create a category parameter to customize the composition charts.

Set the values as channels - display, paid search, paid social - and sources - Google, Bing, Facebook, Instagram.

Create a category calculated field and use it as a dimension on composition charts.

This is dependent on the previously selected parameter with a case statement. If the user selects Channels the calculated field will show the metric [channel].