A pie chart, also known as a circular chart, is a type of data visualization that divides a circle into sectors proportional to the value of each category. It is used to show how a total is distributed among its parts in a visual and immediate way. To create a pie chart, you need a set of categorical data, a tool such as Excel, Google Sheets, or dashboard software, and to follow a four-step process: organize the data, select it, insert the chart, and customize it.
What is a pie chart, and what is it used for?
A pie chart represents data in which each category occupies a sector of the circle. The size of each sector is proportional to the percentage that category represents of the total. This makes it one of the most straightforward tools for communicating distributions and proportions.
In the context of digital marketing agencies and campaign analysis, this type of chart has very specific uses:
- Allocation of the advertising budget across channels (Meta Ads, Google Ads, TikTok Ads, etc.)
- Each channel's share of total conversions or leads generated
- Breakdown of web traffic by source according to GA4 (organic, paid, direct, referral)
- Audience segmentation by device, age, or geographic location
- Comparison of investment vs. results by client or campaign in executive reports
Its main advantage is clarity: anyone, even without technical training, can see at a glance which categories are dominant and which are marginal. That’s why agency directors and clients value it so highly in presentations and monthly reports.
When to Use (and When Not to Use) a Pie Chart
Ideal situations for using it
A pie chart works well when the following conditions are met:
- You have between 3 and 7 categories. With more than that, the sections become hard to read.
- The differences between categories are visually clear (not all of them are around the same percentage).
- The goal is to show proportions, not to compare absolute values or trends over time.
- The audience is not technical and needs a quick overview of the key information.
When to avoid it
- When you have more than 7 categories. In that case, use a horizontal bar chart.
- When you need to show changes over time, use a line graph.
- When the values within the categories are very similar, the visual difference will be imperceptible.
- When you need to compare two sets of data at the same time.
Types of pie charts
| Type | Description | When to use it |
|---|---|---|
| Classic 2D Circular | A circle divided into colored sectors | Most reports and dashboards |
| Donut chart | Same as the previous one, but with a hole in the center | When you want to display a key KPI in the empty space |
| 3D Circular | Adds visual depth to the graph | Executive presentations, even though they distort perception |
| Pie of Pie | One sector expands in a second pie chart | When there are small categories that require more detail |
What data do you need before creating the graph?
Basic data structure
A pie chart requires at least two columns of data:
- Column A: Categories. Names of the channels, campaigns, sources, or segments you want to view.
- Column B: Values. Absolute numbers or percentages. The tool automatically calculates the proportions.
You don't need to calculate percentages manually. Excel, Google Sheets, and tools like Master Metrics do this automatically when generating the chart.
Sample data for an agency report
| Channel | Monthly investment (USD) |
|---|---|
| Meta Ads | 4,500 |
| Google Ads | 3,200 |
| TikTok Ads | 1,800 |
| LinkedIn Ads | 1,000 |
| Email Marketing | 500 |
Using these five values, any tool automatically generates a pie chart showing the relative weight of each channel in the total investment.
How to Create a Pie Chart Step by Step
The following explains the process in Microsoft Excel, which is the most common starting point. The workflow in Google Sheets is almost identical.
- Organize your data into two columns. Column A should contain the category names. Column B should contain the corresponding numerical values. Do not leave any empty cells between rows.
- Select the entire data range. Click the first cell in the header row and drag to the last value. Include the column headers so that the chart can use them as labels automatically.
- Open the chart insertion menu. On the top toolbar, click the “Insert” tab. In the “Charts” group, select the pie chart icon.
- Choose the type of pie chart. Select from the available options: 2D, 3D, or doughnut. For agency reports, the classic 2D chart or the doughnut chart offers better readability.
- Add a descriptive title. Click on the default title and replace it with one that clearly conveys the information shown. Example: “Investment Breakdown by Channel — May 2025”.
- Turn on data labels. Right-click anywhere on the chart. Select “Add data labels.” Set it to display the category name and percentage for each sector.
- Customize colors and captions. Choose colors that match your client’s or agency’s visual identity. Make sure the caption is legible and properly positioned.
- Export the chart or embed it in your report. You can copy the chart directly into a PowerPoint presentation, export it as a PNG image, or embed it in an automated dashboard.
Pie charts in automated dashboards vs. spreadsheets
| Criterion | Excel / Google Sheets | Looker Studio | Master Metrics |
|---|---|---|---|
| Data Update | Manual | Automatic with connectors | Automatic and centralized |
| Connected data sources | Only the ones you import manually | Multiple units with technical specifications | Meta, Google, TikTok, LinkedIn, GA4 native ads |
| Date the chart was created | 5–15 minutes per chart | 10–20 minutes with active connectors | Less than 2 minutes with data already integrated |
| Visual customization | High, but manual | Sign Up | Sign-up with pre-designed templates |
| Ideal for | One-time analyses with no recurrence | Recurring reports with the technical team | Agencies with multiple clients and weekly or monthly reports |
For an agency that generates reports on a weekly or monthly basis, the difference between manually updating a spreadsheet and having a dashboard with real-time data amounts to, on average, between 3 and 6 hours of operational work per client per month. Tools like Master Metrics eliminate this process by centralizing all data sources in one place and automatically updating the charts.
Frequently Asked Questions About Creating a Pie Chart
How many categories can a pie chart have?
The recommended maximum is 7 categories. With more categories, the chart becomes less readable because the smaller segments are hard to distinguish. If you have more categories, consider grouping the smaller ones into an “Other” category or switching to a bar chart.
Is it better to use absolute values or percentages in the data?
You can use either one. Most tools automatically calculate percentages based on the absolute values. If you already have percentages, those work too, as long as they add up to 100%. In the chart labels, show the percentage because it conveys the proportion more directly to the reader.
What is the difference between a pie chart and a doughnut chart?
A donut chart is a variation of the pie chart with a hole in the center. Functionally, they display the same information. The advantage of the donut chart is that the central space allows for the display of a summary KPI, such as total investment or the number of conversions, making it particularly useful in executive dashboards.
Can you create a pie chart in Google Sheets without using formulas?
Yes. The process is practically the same as in Excel: select the data range, go to “Insert,” choose “Chart,” and in the chart editor, select the “Pie” chart type. Google Sheets calculates the percentages and generates the chart automatically without the need for additional formulas.
Is a pie chart useful for displaying data from multiple campaigns at the same time?
That’s not the best format for that. A pie chart is designed to show the distribution of a single data set relative to a total. If you need to compare the performance of several campaigns side by side, a grouped bar chart or a data table is more effective.
How does Master Metrics help create and maintain pie charts in agency reports?
Master Metrics automatically connects your clients’ data sources (Meta Ads, Google Ads, GA4, TikTok Ads, LinkedIn Ads, and others) and generates dashboards with pie charts and other types of visualizations without the need to manually export or update data. Every time a client updates their budget or campaign results, the dashboard reflects the change in real time. This allows the agency to spend the time it previously spent on creating reports on analyzing data and making strategic decisions.
Conclusion
Creating a pie chart is a simple process when you have your data well organized and the right tool. The key steps are always the same: prepare the data in two columns, select the range, insert the chart, and customize it with labels and colors that make it easy to read. The key is to use it in the right contexts: clear proportions, few categories, and audiences who need a quick overview.
For digital marketing agencies, the real challenge isn’t creating the report once, but keeping it up to date every week or every month for each client. That manual process, multiplied by the number of clients and active campaigns, consumes hours of operational work that could be spent on strategic analysis. Master Metrics solves that problem by centralizing all data sources and automating the updating of dashboards, including pie charts and other report visualizations.
If your agency still creates reports using spreadsheets and manual charts, now is the time to consider a solution that automates that process and frees up time for work that adds value.
