Visualize website performance metrics in Tableau

Business Benefits

Obtain actionable insights.


Use time-series charts to see the evolution of metrics: set date calculated fields as a column, and any calculated fields as rows.

The dashboard user can combine different metrics listed to analyze how two metrics are related.

Add funnel charts to identify optimization opportunities for ecommerce and goals.

To set the funnel, you should use a bar chart, including a field with the different stages name you set on the goal creation and the number of conversions for each step. To format the bar chart properly, click on measure values and tick reverse and log for the axis, resulting in a funnel chart.

Use a pie chart, stacked column, or treemap to show how the traffic sources contribute to the total traffic of your website.

Use traffic source calculated fields as colors to allow the user to customize the chart.

List the landing pages sorted by page views to identify opportunities to create or optimize content based on what seems to be attracting traffic.

List all the pages sorted by page views and include engagement metrics as columns: average time on page, entrances, and exit rate.

By combining volume metrics as page views with engagement metrics, you will be able to analyze not only what is attracting the audience but also what is maintaining their attention.

Include a list of top events if you have set them on your website.

  • The events could indicate any type of action on your website, such as page scroll or click on a button or links. They are useful to identify how the audience interacts with your content.
  • You can create a hierarchy structure on Tableau considering the dimensions of the events: category, action, label. You can show only the Category on a table and if the user wants to explore, it can be expanded with the + button to see the action and label.
  • Set your goals using Google Tag Manager or edit your website code by adding JavaScript.

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.

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 all 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.