During a weekly marketing meeting you are asked to visualize a table that lists, for each of the last 12 months, the number of website sessions generated by Organic Search, Paid Search, Referral, and Direct channels. Leadership wants to understand how the relative share of each channel has changed month to month and does not want differences in total session volume to dominate the view. Which chart type would best satisfy this requirement?
A separate pie chart for each month
Scatter plot of sessions versus month with marker size representing channel
A 100% stacked column chart normalizes every column so each month represents a full 100%, then subdivides that column into segments for Organic, Paid, Referral, and Direct traffic. This lets viewers compare the proportion of each channel across months while de-emphasizing absolute traffic counts.
Multiple pie charts would show part-to-whole for each month but require the audience to compare angles across 12 separate figures-an inefficient and error-prone task. A clustered line chart plots raw session counts (unless percentages are pre-calculated) and therefore emphasizes volume, not share. A scatter plot of sessions by month with marker size for channel adds an unnecessary dimension and still conveys absolute numbers rather than proportions. Because only the 100% stacked column chart directly displays month-over-month percentage composition in a single, easy-to-scan frame, it is the most appropriate choice.
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Why is a 100% stacked column chart better than multiple pie charts for this data?
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When would using a scatter plot be appropriate, and why doesn’t it work in this scenario?
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