A pie chart, also called a circular graph, is a type of data visualization that divides a circle into sectors proportional to the value of each category. It’s used to show how a total is distributed among its parts, in a visual and immediate way. To make a pie chart, you need a set of categorical data, a tool like Excel, Google Sheets, or dashboard software, and you need 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 direct tools for communicating distributions and proportions.
In the context of digital marketing agencies and campaign analysis, this type of chart has very specific uses:
- Distribution of advertising budget across channels (Meta Ads, Google Ads, TikTok Ads, etc.)
- Share of each channel in the total conversions or leads generated
- Composition 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 readability: anyone, even without technical training, understands at a glance which category dominates and which are marginal. That’s why agency directors and clients value it so much in presentations and monthly reports.
When to use (and when not to use) a pie chart
Ideal situations for using it
Pie charts work well when these conditions are met:
- You have between 3 and 7 categories. With more, the sectors become illegible.
- The differences between categories are visually clear (not all hovering around the same percentage).
- The goal is to show proportions, not to compare absolute values or trends over time.
- The audience is non-technical and needs a quick read of the main data point.
When to avoid it
- When you have more than 7 categories. In that case, use a horizontal bar chart.
- When you need to show change over time. For that, use a line chart.
- When the category values are very similar. The visual difference will be imperceptible.
- When you need to compare two data sets simultaneously.
Types of pie charts
| Type | Description | When to use it |
|---|---|---|
| Classic 2D pie chart | Flat circle divided into colored sectors | Most reports and dashboards |
| Donut chart | Same as above but with a hole in the center | When you want to show a central KPI in the empty space |
| 3D pie chart | Adds visual depth to the chart | Executive presentations, although it distorts perception |
| Pie of pie | One sector expands into a second pie chart | When there are small categories that need detail |
What data you need before creating the chart
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 visualize.
- 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.
Example 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 |
With these five values, any tool automatically generates a pie chart that shows the relative weight of each channel over the total investment.
How to make a pie chart step by step
Below we explain the process in Microsoft Excel, which is the most common starting point. The workflow in Google Sheets is nearly identical.
- Organize your data into two columns. Column A should contain the category names. Column B should contain the corresponding numeric values. Don’t leave empty cells between rows.
- Select the entire data range. Click on the first header cell and drag to the last value. Include the column headers so the chart uses them as labels automatically.
- Go to the chart insertion menu. On the top bar, click the “Insert” tab. Within the “Charts” group, select the pie or circular chart icon.
- Choose the type of pie chart. Select from the available options: 2D, 3D, or donut. For agency reports, the classic 2D chart or the donut chart offer better readability.
- Add a descriptive title. Click on the default title and replace it with one that clearly communicates the data shown. Example: “Investment distribution by channel — May 2025”.
- Turn on data labels. Right-click on any sector of the chart. Select “Add data labels.” Set it to show the category name and percentage on each sector.
- Customize colors and legend. Assign colors that match your client’s or agency’s visual identity. Check that the legend is readable and properly positioned.
- Export or integrate the chart into your report. You can copy the chart directly into a PowerPoint presentation, export it as a PNG image, or integrate it into an automated dashboard.
Pie charts in automated dashboards vs. spreadsheets
| Criteria | Excel / Google Sheets | Looker Studio | Master Metrics |
|---|---|---|---|
| Data updates | Manual | Automatic with connectors | Automatic and centralized |
| Connected data sources | Only what you import manually | Multiple with technical setup | Native Meta, Google, TikTok, LinkedIn, GA4 |
| Chart creation time | 5–15 minutes per chart | 10–20 minutes with active connectors | Less than 2 minutes with data already integrated |
| Visual customization | High, but manual | High | High, with pre-designed templates |
| Ideal for | One-off analysis without recurrence | Recurring reports with a technical team | Agencies with multiple clients and weekly or monthly reports |
For an agency generating reports every week or every month, the difference between manually updating a spreadsheet and having a dashboard with real-time data is, on average, between 3 and 6 hours of operational work per client per month. Tools like Master Metrics eliminate that process by centralizing all sources in one place and automatically updating the charts.
Frequently asked questions about how to make a pie chart
How many categories can a pie chart have?
The recommended maximum is 7 categories. With more sectors, the chart loses readability because small segments become 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. Most tools automatically calculate percentages from absolute values. If you already have percentages, they also work, as long as they add up to 100%. On the chart labels, show the percentage, as it communicates the proportion more directly to the reader.
What’s the difference between a pie chart and a donut chart?
The donut chart is a variant of the pie chart with a hole in the center. Functionally, they show the same information. The advantage of the donut is that the central space allows you to display a summary KPI, such as total investment or the number of conversions, making it especially useful in executive dashboards.
Can you make a pie chart in Google Sheets without 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” type. Google Sheets calculates the percentages and generates the chart automatically without needing additional formulas.
Is a pie chart useful for showing data from several campaigns at once?
It’s not the most suitable format for that. The pie chart is designed to show the distribution of a single data set over a total. If you need to compare the performance of several campaigns in parallel, 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, among others) and generates dashboards with pie charts and other types of visualizations without needing to export or update data manually. Every time a client updates their investment or campaign results, the dashboard reflects the change in real time. This lets the agency spend the time it used to spend building reports on analyzing data and making strategic decisions instead.
Conclusion
Making a pie chart is a simple process when you have well-organized data 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 easier to read. The key is to use it in the right contexts: clear proportions, few categories, and audiences that need a quick read.
For digital marketing agencies, the real challenge isn’t creating the chart once, but keeping it updated every week or month for each client. That manual process, multiplied by the number of active clients and campaigns, consumes hours of operational work that could be spent on strategic analysis instead. Master Metrics solves this problem by centralizing all data sources and automating dashboard updates, including pie charts and all the other visualizations in the report.
If your agency is still building reports with spreadsheets and manual charts, now is the time to evaluate a solution that automates that workflow and frees up real time for the work that generates value.
