**Using statistical graphics **is one of the indispensable resources that every good** digital marketing professional **should know. Being able to visualize accurate information through measurable data that reflect states of reality, is a fundamental tool for data analysis and to **optimize decision** making within any marketing strategy.

But what are the most commonly used types of statistical graphics? which platforms and applications can be used to create statistical graphs in simple steps? why is it important to use a statistical graph in a **market research**?

Don’t worry, because throughout this informative guide from **spaceana**, we will present you with a reflection on the importance of **graphs as tools for data analysis.** And so, you will be able to acquire new skills as an expert within **today’s digital marketing world**.

## what is a statistical graph?

Before we talk about how to use statistical graphs, it is important to define what a statistical graph is. A statistical graph is a** visual representation of statistical data**, so that they can be interpreted, analyzed and understood in a simpler way. According to the **National Institute of Statistics and Informatics, an autonomous organization of Peru (INE)**, it is the “value or quantitative characteristic of an object of knowledge, with reference to time and space”.

In addition, statistical data can be of two types: **quantitative **(numerical quantities or values) and **qualitative **(qualities that cannot be expressed numerically).

So, what a statistical graph does is to** arrange and display data **by means of bars, lines, dots, etc. Thus, using statistical graphs will give you a** better understanding of the information**.

Likewise, in a statistical graph, you can not only** make comparisons of the data **you handle in different areas, but you can also** contemplate the totality of the information **you want to consult.

Next, in this guide on how to use statistical graphs, we will see some** characteristics of statistical graphs** so that you can have a better understanding of them.

Source: Pixabay

### where do statistical graphics come from?

We cannot talk about how to use statistical graphics without first addressing where they came from and what they were used for.from a **historical perspective**, according to a ** study by the National Institute of Statistics (INE)**, the methodologies for making statistical graphs arose in the first instance, as **supports for cartography **and for some other tasks.

Statistical graphs began as tools to analyze data and, although you may think that they were **rudimentary representations**, many of the diagrams of the time were quite **similar to those of today.** In those years, using statistical graphs was a** task intended **mainly for the **creation **of:

**Statistical maps**

**Bar charts**

**Bivariate diagrams**

**Coordinate paper**

However, beyond the design of maps and data visualization related to geographic design, it was only in the** 18th century**, when the main statistical graphics were born with the **development of sciences**.it was later, in the **19th century**, in the **1970s**, with the advancement of computer technologies, when using statistical graphics became a** basic necessity for scientific and business evolution**.

### why is the design of statistical graphics important?

Before continuing with this study on how to use statistical graphics, you should know that in most software, you can find **predesigned templates **to make statistical graphics. For example, with **Microsoft Office**, you can generate various types of graphs in an **Excel spreadsheet**, in a PowerPoint slide and in a Word sheet.

Thus, using statistical graphs is easy, since you have the option of **using a line, bar, area, pie, ring, XY, bubble, surface or radar chart**. But to do so, you need to know how to organize the data.

Making your statistical graphs **with a good design** helps to make them easier to understand; and at the same time, they tend to be **more visually attractive**. Therefore, it is important that you use the **same style and color palette** in your bar charts because the visual aspect has an impact when using statistical charts.

Source: Pexels

Thus, a **correct handling of the design **helps to understand statistical graphs to a greater extent, and makes the presentation of data **more playful**.by knowing how to make statistical graphics, you are using one of the best tools to provide information in a **digestible and abbreviated** way.

So, when using statistical graphics, visual presentations are a fundamental element for companies; and even more, **within digital marketing**, since they **optimize communication **as we will see in the next section.

### why is the design of statistical graphics important?

Before continuing with this study on how to use statistical graphics, you should know that in most software, you can find **predesigned templates **to make statistical graphics. For example, with **Microsoft Office**, you can generate various types of graphs in an **Excel spreadsheet**, in a PowerPoint slide and in a Word sheet.

Thus, using statistical graphs is easy, since you have the option of **using a line, bar, area, pie, ring, XY, bubble, surface or radar chart**. But to do so, you need to know how to organize the data.

Making your statistical graphs **with a good design** helps to make them easier to understand; and at the same time, they tend to be **more visually attractive**. Therefore, it is important that you use the **same style and color palette** in your bar charts because the visual aspect has an impact when using statistical charts.

Source: Pexels

Thus, a **correct handling of the design **helps to understand statistical graphs to a greater extent, and makes the presentation of data **more playful**.by knowing how to make statistical graphics, you are using one of the best tools to provide information in a **digestible and abbreviated** way.

So, when using statistical graphics, visual presentations are a fundamental element for companies; and even more, **within digital marketing**, since they **optimize communication **as we will see in the next section.

## what is the importance of statistical graphics in digital marketing?

Using statistical graphics serves to **simplify the information**. And this functionality makes them a valuable element for **digital marketing companies**, which constantly make their decisions through data.

According to a**HubSpot**analysis, presenting data visually through statistical graphs allows users to reach a **higher level of understanding**. Likewise, using statistical graphics facilitates the clear exposition of information in order to** optimize the decision-making process** within a company.

For example, knowing **how to make a marketing plan** is essential to achieve the **productivity **you want. And for this, using statistical graphics to gather information and make the best decisions is essential in any **marketing strategy **.

Thus, the use of statistical graphs serves to **contrast data or visualize trends and behavioral patterns.** As a consequence, by using statistical graphs, the researcher draws conclusions and makes decisions from what he observes in statistical graphs.

For digital marketing businesses, it is a statistical tool that allows detecting **variability, consistency, control or improvement of a process. Just ** imagine how useful it is to use statistical graphs to guide your business! In the next section, we tell you how to do it.

### Using statistical charts to measure KPIs

If you want to **become the best Community Manager and content manager**, you will have to learn how to use statistical charts to **measure each of your KPIs** and how to handle different programs, such as **Google Analytics**.

Indeed, there are many** reasons to have Google Analytics on your website**. In fact, this platform is positioned as one of the most efficient when it comes to** obtaining quality statistical graphs of your KPIs**. Other software that allow you to obtain statistical graphs on your digital marketing metrics are:** Hootsuite, Sistrix or Semrush **.

But what are the main **variables **that you should take into account when generating your **statistical graphs in digital marketing**? Write down this list because below, we detail them for you. And you will see the importance of using statistical graphs to **measure your company’s KPIs**.

### Make statistical graphs to measure the ROI of your business over a period of time

But**how do you obtain this value **to generate a statistical graph? It is simple. To use statistical graphs with your ROI information, you must perform the **following calculation**:

**ROI = (Profit – Investment) / Investment**

Once you obtain the ROI of a certain period, you can use statistical graphs to visualize in a precise and practical way, which has been the** evolution of this variable in your business**.and as a consequence, by making statistical graphs with this information, you will be able to **optimize decision** making in the short, medium and long term and transform your weaknesses into opportunities for improvement.

Source: Digifianz

### Using statistical graphs to know the time spent on your website

Another of the utilities of representing the information in a statistical graph within digital marketing, is to know what is the **time spent by your users** within the online site.

In fact, by using statistical graphs in relation to this metric, you will be able to know the **degree of satisfaction of user experience **that your interface provides, as well as the **interest that your target audience has **with the content you have generated on your page.

Source: InboundCycle

### Statistical data to understand web traffic

Using statistical graphs can be an essential tool for analyzing data related to the web traffic of your website. This is one of the KPIs that will allow you to**measure the access of users to your site and the degree of visibility **that your business has in search engines.

By using a statistical graph with these characteristics, you can even know the **geographic location of your audience **and evaluate the results in order to apply improvement actions in the future.

Source: HubSpot

### Make a statistical conversion rate graph

why use a statistical graph to analyze your website’s conversion rate information? It’s simple. To know the **number of Internet users **who carry out different actions on your online site. But in addition to that, by using statistical graphs to measure this KPI, you will be able to **evaluate the decisions **you have made regarding the structure or presentation of the content of your web page.

Thus, analyzing **your audience’s response **to changes made to your site is an excellent alternative to adjust details and optimize your business decision making.

For example, you can evaluate the conversion rate in a certain period through a statistical graph. And then, make modifications and incorporate a new section in your online site. By **using statistical graphs to compare** several periods, you will be able to know if your** change policy** has been successful. If not, you will be able to make decisions until you meet your objectives as a company.

And everything is simpler, if you design your statistical graphs so that the reality information looks **more understandable** and is easy to study from an **analytical perspective **.

To obtain the conversion rate; and then, to use statistical graphs with this variable, you must carry out the **following calculation**:

**Conversion rate = (number of leads / number of visits) * 100**

Source: Neil Patel

### Visualizing the Click Through Rate (CTR) in a statistical graph

On the other hand, using statistical graphs is extremely useful to determine the click-through rate of, for example, a** SEM positioning campaign** you have carried out on **Facebook Ads or Google Ads**.

To use statistical graphs, you must obtain the data provided by each platform on which you have carried out the advertising. In addition, detail the**total impressions** of your ad, the **total clicks **and take into account the **duration **of the advertising campaign. The **formula **to obtain this KPI is as follows:

**CTR = Clicks / Impressions**

Then, you will be able to generate statistical graphs to** visualize the information and analyze it**, as shown in the following statistical graph in relation to the **click-through rate by social network**:

Source: Semrush

## what are the types of statistical graphs?

By using statistical graphs, **you will capture the reader’s attention**, present the information in a simple and precise way. You will also make it easier to **compare data**, highlight trends and differences, and **communicate your messages** more clearly.

To continue advancing in our guide on how to use statistical graphs, let’s now see more about the** types of statistical graphs** that exist.

### 1. Bar chart

This is the **most commonly used** and easiest statistical graph to produce. In this type of graph, statistical data are represented **by bars or rectangles** of equal base on a **Cartesian axis, **while on the X axis, the **concepts** are positioned; on the Y axis, the **scale of values** is distributed.

There are** simple bar charts, grouped bar charts, stacked bar charts and the classic population pyramid bar chart**.

When using statistical graphs, you can choose this type of graph when you need to **compare magnitudes of several categories** or to see the **evolution of a whole magnitude**.

Before making a bar chart, keep these **points** in mind:

The **width of the bar** should be uniform for all bars.

The **length of the bar** should be proportional to the value it represents.

Bars can be plotted **vertically or horizontally**.

Source: Canva

### 2. Line graph or line chart

It is a type of statistical graph where the values are **represented by a point and joined by lines**, in order to visualize a** trend over time**.

On the **horizontal axis **of this statistical graph, the variable indicating the time units is positioned; and **on the vertical axis**, the scale of the variable is introduced (several variables can be presented).

We advise you to use statistical graphs of this type when you need to **show the trends of a series of data for a given period** (minutes, hours, days, weeks, months or years).

There are** simple line ** graphs**, multiple line graphs, area or strip graphs or logarithmic graph **s.

Source: Canva

### 3. Pie chart

This is another of the simplest and most used statistical graphs. Also known as** “pie chart” or “pie”,** the pie chart, as its name suggests, is represented by a circle that symbolizes the totality and is** expressed in percentages**.

Try to use statistical graphs of this type when you need to** emphasize proportions of a total and the categories** are few. It is not advisable to use it when you have many variables, because it generates confusion and the **result would be incomprehensible**.

Source: Canva

**4. Polygonal graph or frequency polygon**

This is a statistical graph also known as a ” **frequency polygon”**. Unlike the histogram (similar to a bar chart), this graph**joins the upper vertices of the bars of a diagram**, forming a constant and irregular line called a** “polygon plot”**.

This statistical graph is represented on an **X-axis (horizontal) and a Y-axis (vertical).** Once the variables (X-axis) and frequencies (Y-axis) are established, the points are marked and then **joined to form a polygonal line**.

It is advisable to use statistical graphs of this type when you need to **compare a variable over time **or to show the changes of a variable in a given period.

Source: Canva

### 5. Stock chart

Used to** represent financial data**, where the horizontal axis expresses time; and the vertical axis, values or percentages.

Using statistical graphs of this type is simple, since through this statistical graph, **a line is represented**, in which the **highs and lows of the market** can be easily seen.

Source: VectorStock

### 6. Radial or spider web graph

This type of statistical graph is constructed using** radial axes referenced to the same origin**. They have a **scale with fixed values **for all variables. They can be of three or more variables, which generates a **regular polygon**.

Source: Pinterest

### 7. Histogram

In the histogram, bars are also used to indicate through Cartesian axes, the **frequency of certain values**. But, instead of establishing the frequency of a particular value, it** reflects an entire interval **.

Using statistical graphs of this type allows to observe both the **frequency** as well as the **dispersion of a continuum of values**. And in that sense, it can help to infer **probability**.

This statistical plot is used when studying a **continuous variable**.

Source: spaceana

### 8. Cartogram

This statistical graph is used to indicate the** zones or geographic areas **in which a certain value of a **variable** appears with greater or lesser **frequency**. When using statistical graphs of this type, frequencies or frequency ranges are indicated by the use **of color**.

Cartograms are used when **statistical data derived** from a study of a **particular region** must be represented, for example, to describe the number of inhabitants per city, the per capita income per individual, etc.

Source: Statista

### 9. Scatter plot

The scatter plot or **xy-plot** is a type of statistical graph that represents **data in the form of dots**. The dots represent the value of each observation.

When using this type of statistical graph, the information is presented as a **cloud of points**, through which we can observe the** level of dispersion of the data**.

This statistical graph is used when a** large number of observations** are available and it is desired to know if there is a relationship between variables; and even, the **type of existing relationship**.

Source: Wikiipedia

### 10. Gantt Chart

This statistical chart allows to **optimize works that**have to be carried out simultaneously for the **completion of a project**.

It consists of a** horizontal axis**, where the time measurement is located; and **a vertical axis**, where the processes are described.

Source: spaceana

**how to generate statistical graphs in Excel?**

Statistical charts in Excel are divided into** 15 types**: **column, line, pie, bar, area, X Y (scatter), quotes, surface, radial, rectangles, solar projection, histogram, boxes and whiskers, waterfall and combo chart**.

Below, in our analysis on how to use statistical charts, we will tell you which are **the main ones **and what they are used for.

Source: Excel

### 1. Column chart in Excel

This is one of the **simplest **statistical charts and has up to **7 types of charts**. If your statistical data is organized in** columns or rows in an Excel spreadsheet**, you can represent it in a column chart.

When using statistical charts, keep in mind that in this type of chart,** categories are shown on a horizontal axis and values on a vertical axis**.

### 2. Excel line chart

If your statistical data is **organized in columns**, Excel will recommend using a line chart. In this type of statistical chart, **category data **is distributed evenly across the horizontal axis; and** value data** along the vertical axis.

When you set out to use statistical graphs of this type, remember that a line graph helps you to** show trends over time**. So, if you have a lot of data points and order is important, this is the right statistical chart.

Similarly, you will find up to** 7 different types of line charts**.

### 3. Pie Chart in Excel

When using statistical charts, this is one of the Excel chart types to choose when** your data is few **and in one **row or column **.

use it when you need to **show the proportions of the total **and the total of the numbers **equals 100%**.

There are **5 types of pie charts.**

### 4. Bar chart in Excel

This is another chart alternative, if your statistical data is organized in **columns or rows**.

As we have seen before in our guide on how to use statistical charts, the bar chart shows** comparisons between individual items**.

You will find up to **6 types of bar charts**.

### 5. Area chart in Excel

If you’re looking to **show a change over time or ****highlight the total value of a trend**, represent your data with an area chart.

You can choose from** 6 types of statistical charts**.

### 6. XY or scatter chart in Excel

To use these statistical charts, you must have the** X values in a row or column** and place the corresponding y values in** nearby rows or columns **.

A scatter chart has two axes of values:** a horizontal axis (X) and a vertical axis (Y)**; and allows the combination of these values into single data points, to display them across **intervals of irregular character or in grouped form **.

If, when using statistical charts, you want to** visualize and compare numerical values** (scientific, statistical and engineering data), this is the right statistical chart.

## how to design statistical charts in Illustrator?

With Adobe Illustrator, you can create different **types of statistical graphics and customize them** according to your needs. This is the amazing thing about Illustrator, being a **specialized design program**, you have no limits to create and use statistical graphics.

Source: Adobe Illustrator

To generate statistical graphics, Illustrator has a** special resource kit**. Look under the** “Graphics” tool **in the **Tools panel** to see the different **types of statistical graphics** you can create.

## how to make statistical graphics in Photoshop?

Photoshop is the program par excellence for photo retouching. But did you know that you can also make and use statistical graphics in Photoshop? Yes, one of the flagship software of the Adobe Creative Cloud family allows you to **create and customize statistical graphics**.

In this discussion on how to use statistical charts, you should know that Photoshop has several resources to make statistical charts look visually impressive. here, we show you some **Photoshop tools** so you can take advantage of them!

The** “Shape” tool** allows you to create a repeatable grid to build the base of the statistical chart. And if you want to make a **3D effect on your **statistical **graph **, the **“Free Transform” command** will help you.

And for a more creative touch, when using statistical graphs in Photoshop, the **style gallery has**effects to make the **points or bars of your statistical graph** jump off the page or screen.

### what are the steps to design statistical charts in Photoshop?

In this **mini tutorial **of our guide on how to use statistical charts, we will teach you how to create your own statistical chart in Photoshop. write down each step!

Step 1: Open Photoshop

**Open Photoshop, **select **“File”** and click **“New”**. In the dialog box that opens, enter the **size in pixels** you want for the statistical graph.

For example, if you will be publishing your statistical graphs on **the Internet**, we recommend setting it to a **resolution of 72.** But if, when using statistical graphs, you want to print them, you should **set them to 300****.**

Source: Photoshop

Step 2: Select the “Pen” tool

Select the** “Pen” tool ** and draw the lines that show the top and bottom of your statistical graph. **Apply a stroke** to all the lines.

Source: Photoshop

Step 3

Start **using the pen** and draw the lines on your statistical chart, **changing the “Fill” color **for each one.

Image: Youtube

Source: Youtube

Step 4

In the next step of this tutorial on how to create and use statistical charts with Photoshop, **change the “Foreground” color** and use the **“Polygonal” selection** tool to select the lines. Thus, **you will create one of the percentages **you want to show in your statistical chart.

Then fill it with the **Paint Bucket tool**. And then **change the color **and repeat this for each segment.

Image: Youtube

Step 5

Finally, click on the **“Text” tool **and type in the numbers you want for your statistical graph. Then **select “File”** and click on **“Export”**.

And that’s it, **you have created your graph** and you will be able to use statistical graphs without any problems in all your presentations.

Source: Photoshop

## what are the best pages to make statistical graphs?

There is definitely nothing more boring than statistical graphics without life and personality. And even worse, if you have to deal with a pile of data on an Excel sheet. If Illustrator is too complicated for you, there are many** friendlier and simpler applications** with which you can work your statistical graphics and make them** attractive to your clients **.

Next in our guide on how to use statistical graphics, we leave you a** list of programs to make statistical graphics** with which you will surely have fun creating them:

### 1. Plotly

It is an **online statistical graphics generator tool**, but with a more professional design. It also has customization and data import options. It is specially designed so you can use statistical graphs and collect all **kinds of scientific data**:

**It imports data from a SQL database**, as well as the more classic Excel and CSV formats.

Explore with an **easy-to-use interface **.

See how the graph is coming along with the **preview mode**.

Invite other **users to collaborate** with the creation of the chart.

**Create** pixel-perfect**dashboards and web applications** without writing any CSS.

Scale effortlessly with **Kubernetes.**

### 2. RAW graphs

RAW Graphs is an **open source data visualization framework** for creating visual presentations of statistical data. It is “the missing link between spreadsheets and vector graphics”.

Mainly, you will be able to use statistical graphs without any problems. It stands out for its fascinating layouts (very different from traditional layouts). However, it does **not have many customization options** when generating your statistical graphs.

**register in RAW**

Source: RAWgraphs

### 3. Infogram

With Infogram, you can design up to more than **30 kinds of statistical graphs**. It is one of the best online tools, as it offers high quality designs.

Using statistical graphs with Infogram is easy, as you can make **infographics, reports, slides, dashboards, maps and presentations for social networks**.

In addition, it has the following **features **that will allow you to create your statistical graphs without inconveniences:

It has a** simple interface **for creating and using statistical graphs.

It has** templates for beginners**, but it gives you the option to create your own designs.

You can **set objects to animate** and make them zoom, bounce, flip, fade and slide.

It allows you to **visualize your data in real time.** Create, edit and publish projects from your team’s library.

You can **organize your team**, set tasks and make follow-ups.

Allows you to **create links** to share dashboards with your clients.

**sign up for Infogram**

Source: Infogram

### 4. Piktochart

You have the option to **create statistical charts online**, but also to turn your data into impressive **infographics, reports, social media charts or printables**.

The free version of Piktochart gives you access to **10 design templates** and several customization options. When using your statistical charts, you can **add texts, change the color palette, insert graphs, etc.**

The result can be **saved in various formats (JPG, PNG, PDF)** or **shared via web**.

**register on Piktochart**

Source: Piktochart

### 5. Canva

Canva is another **free online design program **that in addition to statistical graphics, has a lot of **applicable designs**. It has **dozens of templates **that you can customize to your liking. However, it does **not have a wide variety of templates for** statistical **charts**.

When designing and using statistical graphs with this program, keep in mind that the designs are very good and modern, but the **statistical data is placed manually.** However, if you do not work with a large amount of data, it is definitely a very good option to create your statistical graphs with ease.

**sign up for Canva**

Source: Canva

### 6. Creately

Like the previous applications for using statistical graphics, it allows you to create, in addition to statistical graphs, all kinds of** diagrams, schemes, interactive maps, sketches **and other ways to present data and concepts in a creative way.

Creately has a **powerful online editor, dozens of design templates **, and many **configuration options **for creating statistical graphs.

The disadvantage, when creating and using statistical data with Creately, is that this tool is not intended for importing statistical data, but for** inserting them manually**.

**register in Creately**

Source: Creatly

As you will see, the **tools, platforms and applications** for you to use statistical graphs in your digital marketing decision-making processes are varied. Always keep this complete guide on why it is important to use a statistical graph and **apply each of our recommendations. **With this material, you can take advantage of all the virtues that have to offer statistical graphics and achieve the **greatest success in your business**.

To conclude this analysis on how to use statistical graphics, remember that while **self-learning** is one of the fundamental skills of any expert in online marketing, so is the pursuit of **continuous training **.