Visualize PPC metrics in Tableau

Business Benefits

Present clear and visually appealing results to reflect your website performance and obtain actionable insights.


Use time-series charts to see the evolution of the metrics.

  • Set the date calculated field as a column, and the two calculated fields as rows.
  • The dashboard user can combine the different metrics listed before on the parameter creation to analyze how two metrics are related.

Split the total impressions, clicks, and cost on pie charts, stacked columns, or treemaps.

  • Set as a color the category parameter you created before.
  • This is an easy way to display efficiencies, by considering the proportion of the cost and the proportion of results (impressions, clicks).

Create a table using the category calculated field as rows and include the main metrics as columns.

  • Metrics like impressions, clicks, cost, CTR, CPM, CPC, conversions, conversion rate, and cost per conversion.
  • See previous steps for instructions on how to use category calculated fields.

Use the tooltips to include more detailed information or charts.

  • Go to the sheet where the metric is, edit the tooltip and insert the sheet with the information you want to include.
  • You can include the visualizations mentioned before and reduce the number of elements in the dashboard, making it easier to follow and understand.

Organize all the sheets in the dashboard layout using horizontal and vertical containers.

  • Make sure you make all the filters and parameters visible to the user.
  • The containers can help you to create a dashboard structure and organize the content.
  • Keep in mind that the top left corner of the screen gets more attention, so highlight the top metrics there.
  • If there is a dependency between charts or chart and filter, group them. If you put the filter at the top and the chart at the bottom of the dashboard, identifying which filter affects which chart can be difficult.