Tableau Website Analytics

This week’s #WOW2021 challenge by Ann Jackson is focussed on dashboard design/layout, reference lines and formatting time, so that will be the focus of this blog too. I’m hoping it might be a fairly short post this week 🙂

  • Filtering the data
  • Creating the key measures, formatting time, adding average lines
  • Dashboard layout

Filtering the data

The data Ann provided is based on the Google Analytics data the team have harnessed related to the activity on the #WOW website. It’s a static data set, which contains data from 29 Dec 2019 up to 12 April 2021, but Ann states her solution only includes data up to 10 April 2021. I therefore added the Date field to the Filter shelf on the sheet and set it to end on 10 April 2021

Knowing I’d be building multiple sheets for this challenge, I set this filter to be a global filter by setting it to apply to worksheets – > all using this data source

Creating the key measures, formatting time, adding average lines

For this challenge, we’ll be creating a sheet for each BAN, and a sheet for each trend line depicting a measure by week, so 8 sheets in total.

For the Sessions measure, both the BAN and the trend chart are straightforward.

The BAN just shows SUM([Sessions]) on the Text shelf, appropriately formatted. The other BAN sheets are pretty much the same, but just show the appropriate measure in the appropriate colour.

The trend line displays Week([Date]) by SUM([Sessions]), with the average line added by dragging Average Line from the Analytics pane onto the chart and then formatting.

If the numbers don’t quite match up, it may be because your week is set to start on a different day. By default as I’m UK based, dates are set to start their week on a Monday. For this challenge to match Ann’s solution, your week needs to start on a Sunday. You can set this by right clicking on the data source itself and changing via the Date Properties option

To determine the average session duration, we need to build a calculated field, that then needs to be formatted to show minutes and seconds.

Average Session Duration

(SUM([Session Duration]) / SUM([Sessions]))/86400

Session Duration / Sessions will return a value in seconds. To be able to format this in the way required, we need to get the number of seconds as a proportion of a day. There are 86400 seconds in a day (60 * 60 * 24), so we divide by this.

We can then use a custom format on this field and use the nn:ss notation. NOTE not mm:ss. If you needed to format this as hours:minutes:seconds, the format would be hh:mm:ss, but mm:ss does not provide you with the right values. This video demonstrates all this, if you’re interested.

When it comes to building the trend line for this measure, the average line, can’t be added as simply in the way it could for the Sessions trend chart (at least I couldn’t get it to work that way…).

We need to build a calculated field that will show the same overall average value alongside the weekly averages. This value needs to match what’s displayed in the BAN chart.

Overall Session Duration mm:ss

{FIXED : [Avg Session Duration]}

This is returning the Avg Session Duration based on all the rows in the data. As the Date field has been added as a global filter, it is acting like a data source filter, so the dates we don’t want have been excluded from the data set that the FIXED LoD is being applied against. If the Date filter was a simple ‘quick filter’, this calculation wouldn’t work, as the data for the 11th & 12th April would also be included in the calculation.

Format this to nn:ss as well. Add this field to the Detail shelf of the trend chart, then right click on the Average Session Duration axis and Add Reference Line, and reference the Overall Session Duration mm:ss field.

For the bounce rate, we simply need

Bounce Rate

SUM([Bounces])/SUM([Sessions])

which is formatted to a percentage of 1 dp.

When building the trend line, I added the average line from the analytics pane, but that gave me a different value from my BAN. So I built

Overall Bounce Rate

{FIXED : [Bounce Rate]}

This was formatted to % 1dp, and added as a reference line as described above.

Finally the last measure, we need

Avg Time on Page

(SUM([Time on Page])/(SUM([Pageviews])- SUM([Exits])))/86400

formatted to nn:ss

and

Overall Time on Page mm:ss

{FIXED : [Avg Time on Page]}

and again formatted to nn:ss.

The charts for these are built exactly like the Average Session Duration.

Dashboard Layout

The easiest way to describe the layout I built is to show it 🙂 Note the Item Hierarchy on the left hand side of the image below.

I have a vertical container as the Main page.

The first row in this container is the title in a Text object.

The second row is a Blank object and is the yellow line. The background of the blank object is set to the relevant yellow, the outer padding is set to 0 all round, and then the height is set to 4. This gives the appearance of a thick coloured line.

The third row is another vertical container, and I’ve done this, so I can ultimately use the option to Distribute Contents Evenly on the container to ensure the horizontal container ‘rows’, which I’ll be adding into this container, are evenly spaced.

So ‘within’ the 3rd row, the 4th-7th rows are managed using a horizontal container, which in turn contains a blank object (the coloured vertical line), the BAN sheet and the trend sheet. Around each horizontal container I set the outer padding to 10 all round to give some spacing. The blank object in each ‘row’ is given the relevant background colour and set to a width of 15.

Finally, I finished off with an additional horizontal container at the bottom which is where I added my standard #WOW footer. Note this horizontal container is essentially the 4th row of the original Main vertical container though.

Hopefully I’ve provided enough for you to build the challenge yourself / resolve any issues you might have. If there’s anything I’ve missed, do please comment to let me know.

My published viz is here. Please note, that for some reason (and I don’t know why), Tableau Public does not seem to display my time axis properly (just shows 0). As the workbook renders on Public, the values on the axis show, but once fully loaded, they change. If you download the workbook, the values are fine. I published from Tableau Desktop 2021.1.0. I’m putting this down to an issue with Tableau Public.

Happy vizzin’! Stay Safe!

Donna

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