How to Make a Clustered Column Chart in Google Analytics
Comparing performance across different segments is fundamental to understanding your marketing data, and the clustered column chart is a perfect visualization for the job. Instead of getting tangled in multiple single-bar charts or confusing stacked bars, you can neatly group your data side-by-side for a direct comparison. This article will show you several ways to create clustered column charts using your Google Analytics 4 data, from quick in-platform methods to more powerful, customizable reports.
What is a Clustered Column Chart and Why Use It with GA4 Data?
A clustered column chart (or grouped bar chart) displays more than one data series in vertical bars, with the columns for each category grouped together. This grouping makes it incredibly easy to compare values across different segments.
For example, you could compare:
Website sessions from different traffic sources (Organic Search, Direct, Paid Social) for both mobile and desktop users.
Conversions by landing page across different campaigns.
User engagement by country across different age demographics.
The standard reporting view in Google Analytics 4 uses single column charts or line graphs, which are great for viewing one metric at a time. But when you need to introduce a second dimension for comparison, you need a different approach. While GA4 doesn't have a simple "Create Clustered Column Chart" button, you can achieve the same result with a few clever techniques.
Method 1: The Quick Look with 'Comparisons' in Standard GA4 Reports
The fastest way to get a clustered-style view directly within GA4 is by using the "Add comparison" feature in the standard reports. This approach overlays data sets on top of the existing report, effectively creating separate columns for each segment you define. It's not a true chart builder, but it works perfectly for quick, on-the-fly analysis.
Step-by-Step Guide:
Navigate to a Standard Report: Log in to your GA4 property and go to any report, such as Reports &rarr, Acquisition &rarr, Traffic acquisition.
Click "Add comparison": At the top of the report, you'll see this option. Clicking it opens a builder for your first segment.
Build Your First Segment: Let's say you want to compare mobile vs. desktop users. For your first segment, select the "Device Category" dimension, choose a "matches exactly" condition, and select "Desktop". Click Apply.
Build Your Second Segment: Notice that your chart and table now only show "All Users" and "Desktop" data. Click "Add new comparison" to create the second segment. Use the same dimension ("Device Category"), but this time select "Mobile". Click Apply.
View the Clustered Chart: The line chart at the top will now show two separate lines, and the bar chart will display clustered columns – one blue set for All Users, one orange set for Desktop, and one green set for Mobile. You can close the "All Users" comparison by clicking the 'x' on its tag to get a clean view of just your desktop vs. mobile segments.
This method is excellent for its speed. The main limitation is that you can only apply up to four comparisons at once, and you don't have deep control over chart styling or formatting. It’s for your eyes only and not ideal for formal reporting.
Method 2: Gaining More Control with GA4 'Explore' Reports
The "Explore" section in GA4 offers a more powerful, flexible way to build custom reports and visualizations, including a column chart that can be configured to function as a clustered chart. This is the place to go when the standard reports don't cut it.
Step-by-Step Guide to Create a Free-form Exploration:
Open the Explore Section: From the left-hand menu, click on Explore and then select Free form.
Import Your Dimensions and Metrics: In the "Variables" column, click the '+' sign to add the dimensions and metrics you need. Let’s create a chart showing user counts by country, clustered by device type.
Import Dimensions: Search for and import "Country" and "Device category."
Import Metrics: Search for and import "Total users."
Configure the Report Settings: In the "Tab Settings" column, drag and drop your imported variables into the appropriate fields to build your table.
Drag Country to "Rows."
Drag Device category to "Columns."
Drag Total users to "Values."
Select the Bar Chart Visualization: Above the report canvas, a set of icons allows you to choose your visualization type. Select the icon for "Bar chart."
Analyze Your Clustered Chart: GA4 will automatically generate a chart. The countries will be listed on the left, and for each country, you'll see separate, color-coded bars representing the user counts for each device category (desktop, mobile, tablet), giving you a clean, clustered view.
This Exploration method provides far more control and is designed for deeper analysis. You can save these reports and share them with other users in your GA4 property, making them great for internal team reviews.
Method 3: The Most Powerful Option - Using Looker Studio
For full customization, shareable dashboards, and pixel-perfect reports, the best practice is to pull your GA4 data into Looker Studio (formerly Google Data Studio). There is a native, free connector that makes this process incredibly easy. This workflow unlocks complete control over chart types, colors, and branding, and lets you combine GA4 data with other sources.
Step-by-Step Guide:
Open Looker Studio and Create a Data Source: Go to lookerstudio.google.com and start a new report. You'll immediately be prompted to add data. Search for and select the "Google Analytics" connector.
Connect to Your GA4 Property: Authenticate with your Google account and navigate through the menus to select the specific GA4 Account and Property you want to pull data from. Click "Add."
Insert a Chart: Once your data source is connected, go to Insert &rarr, Bar chart and select the first bar chart option, which is the clustered column chart.
Configure the Chart Dimensions and Metrics: With your new chart selected, a configuration panel will appear on the right side. This is where you'll tell Looker Studio how to build the clustered visualization.
Set "Date range dimension" to Date. This lets you use a date filter on the report.
In the "Dimension" field, add your primary breakdown, like "Session default channel group."
In the "Breakdown dimension" field, add what you want to cluster by, such as "Device category." This is the key step.
In the "Metric" field, add the value you want to measure, for example, "Sessions."
Customize and Style: Your clustered column chart is now live! Looker Studio gives you total control to change colors, add titles, adjust axis labels, sort data, apply filters, and brand the report exactly as you need.
Why Looker Studio is Often the Best Choice:
While it involves an extra step, using Looker Studio is the workflow most marketing and data professionals use. It transforms raw analytics data into a clear, compelling story that stakeholders can easily understand. You're no longer limited by the GA4 interface and can build true dashboards that update in real-time and are shareable via URL.
Final Thoughts
Creating a clustered column chart with your Google Analytics 4 data ranges from quick comparisons inside the GA4 interface to building versatile, professional dashboards in Looker Studio. The method you choose depends on your goal - whether you need a fast insight for your own analysis or a formal report to share with your team. By mastering these techniques, you can add another valuable visualization tool to your analytics toolkit.
Instead of manually exporting CSVs or navigating the menus in Looker Studio, what if you could just describe the chart you want to see? At Graphed, we've made that possible. Just connect your Google Analytics account in a few clicks and ask in plain English: "Show me a clustered column chart of sessions by traffic channel, broken down by device type for the last 30 days." We instantly generate the live, interactive dashboard for you, saving you the time spent on report configuration so you can get straight to the insights.