Dashboards

Normalized charts

Normalized charts provide a visual representation of how your metrics evolve over time as a percentage relative to their initial values. They help to analyze your performance over time and to quickly measure and compare the growth or decline of metrics across two comparison groups.

How normalized charts work

1. Normalization base

   For each metric within the selected period, the initial point of the data group is considered to be 100%. This point is called the base value. For example, if you received “Search engine traffic” every week over a four-week period, the value from the first week is taken as 100% and serves as the base value for this metric.

2. Cross sections are normalized individually

   The initial point may be different for each cross section. For example, if you didn't receive any “Ad traffic” in the first week of a four-week period, the metric's base value, considered as 100%, is taken from the second week, provided there was recorded traffic. Normalization for this cross section begins with that point.

3. Percent deviation

   The absolute values of all subsequent points are compared against the absolute value of the base point. Deviations are expressed as a percentage.

   The chart for each metric begins at 100% for the first data point and shows the percent deviation of subsequent points from this base. For example, if a metric value increased by 10% in the second week, the chart shows this data point as 110%. If the metric value decreased by 20%, the chart shows 80%.

How to interpret normalized charts

With normalized charts, you can measure changes in your site's metrics over time relative to market averages. Note that changes can be interpreted as positive or negative regardless of whether your metrics went up or down. Their assessment depends on how they compare to the changes in the market average that occurred within the same period.

• Your metrics are above the market average: The changes are positive, even if the metric values have decreased.

  If your metrics grew more than those of your competitors, this indicates that your strategy is effective, even if there has been an overall decline. For example, if your traffic dropped by 30% while the market average fell by 60%, then your marketing strategy outperforms the market, and you've managed to fare better than your competitors. Continue implementing your current strategy and make regular adjustments to improve the performance even further.

• Your metrics are in line with the market average: You've had a solid performance, even if the metric values have decreased.

  If your performance was similar to that of your competitors, then your site's growth is consistent with general market trends. For example, a 30% decrease in traffic might make it seem like the situation is critical if you look only at your own performance. But if the overall market also experienced a 30% decline, that means that your performance was on par with your competition. In this situation, no radical strategy changes are necessary: you only need to make small adjustments to minimize the decline.

• Your metrics are below the market average: The trend is negative, even if the metric values have increased.

  If your metrics are going up, but the performance over time is lagging behind the market, this may signal that you're underutilizing your potential. For example, a 30% increase in your traffic is a good result relative to your previous data. However, if the market grew by 60% during the same period, then you're not fully capitalizing on the opportunities available in the market. Revisit your marketing strategy to improve the performance and utilize all of the resources available to you.

Chart examples

	The chart shows a significant decline in ad traffic over the past four weeks. However, this isn't critical, because the closest competitors have also experienced a similar decrease in ad traffic. Furthermore, note that competitors were still actively attracting ad traffic in the last week of August, but in the first week of September, this metric began to decline.
	This example demonstrates that, on its own, the drop in ad traffic isn't necessarily a bad result when considered in the context of the overall market performance, which also dropped significantly during the same period, clearly reflecting seasonality.
	The charts indicate that although the changes in organic traffic from search engines and direct clicks are negative, the market also showed a decline. This suggests that the overall performance is satisfactory, and the marketing strategy doesn't require any significant changes. However, you can still make fine adjustments to your tactics for further improvement.

	The chart shows a significant decline in ad traffic over the past four weeks. However, this isn't critical, because the closest competitors have also experienced a similar decrease in ad traffic. Furthermore, note that competitors were still actively attracting ad traffic in the last week of August, but in the first week of September, this metric began to decline.
	This example demonstrates that, on its own, the drop in ad traffic isn't necessarily a bad result when considered in the context of the overall market performance, which also dropped significantly during the same period, clearly reflecting seasonality.
	The charts indicate that although the changes in organic traffic from search engines and direct clicks are negative, the market also showed a decline. This suggests that the overall performance is satisfactory, and the marketing strategy doesn't require any significant changes. However, you can still make fine adjustments to your tactics for further improvement.

In summary, normalized charts not only help track changes in the absolute values of your metrics, but they also provide a visual representation of concurrent changes within comparison groups.

How to add a widget

You can add one or multiple market comparison widgets to any of your dashboards:

1. Go to the Dashboards section in the side menu on the left.
2. Open the desired dashboard and click Add at the top right.
3. In the menu, select Preset widget or New widget:

   • Preset widget
   • New widget

   Go to the Market comparison group and select the desired widget from the list. It immediately appears on your dashboard.

   1. In the window that opens, enter the Widget name, then select Data → Market comparison.

      

   2. Select the widget type: Chart or Metric, and choose the desired metric: Number of sessions, Page depth, Bounces, or Time on site. For each metric, the widget can display either the final or average value and group data by one of two dimensions: traffic source type or device type.