How to Make a Double Bar Graph in Google Analytics

You need to compare two different metrics in Google Analytics, like seeing how your traffic from Google stacks up against your traffic from Facebook. Creating a double bar graph is the perfect way to visualize this comparison. This article will show you exactly how to build comparison charts in Google Analytics and get the insights you need.

We'll walk through using the GA4 Exploration reports to create these visualizations and even show you how to get more advanced chart types using Google Looker Studio.

Why Use a Double Bar Graph for Data Comparison?

Before jumping into the "how," let's quickly touch on the "why." A double bar graph (also known as a grouped bar chart) is one of the most effective ways to compare data because it makes differences instantly obvious. As marketers, business owners, or analysts, we constantly need to compare things like:

• Metric vs. Metric: Comparing Total Users to Conversions for each of your marketing channels.

• Time vs. Time: Looking at this month's revenue versus last month's revenue, broken down by product.

• Segment vs. Segment: How does traffic from Mobile Devices compare to traffic from Desktop?

Placing these bars side-by-side eliminates the mental gymnastics of flipping between reports or trying to remember numbers from a table. You can spot winners, losers, and trends in seconds.

The Reality: No Single "Double Bar Graph" Button in GA4

Let's get one thing straight: Google Analytics doesn't have a simple, one-click button labeled "Create Double Bar Graph" in its standard reports. The default reports are designed for high-level overviews, not for deep, customized comparisons.

But that doesn't mean it's impossible. To create these kinds of comparative visuals, you need to leave the standard reports and use GA's Exploration section. This Explorer Workspace allows you to create custom reports and visualize your data to find insights. To get the job done, you need to head over to the GA4 Exploration reports. This is the part of Google Analytics where you can build custom reports from scratch, choosing your own dimensions, metrics, and visualization types. This is where we'll build our comparison charts.

How to Build Comparison Charts in GA4 Exploration Reports

Follow these steps to build a visual that compares two metrics side-by-side, which serves the same function as a double bar graph.

For this example, let's answer a common marketing question: "How do my total users compare to my total conversions across my top marketing channels?"

Step 1: Create a New Exploration Report

From your Google Analytics dashboard, navigate to the left-hand menu and click on Explore. Then, select "Free form" from the gallery of templates. This will open a blank canvas for you to build your report.

Step 2: Add Your Dimensions and Metrics

The Explorations workspace has two main panels: "Variables" and "Tab Settings." Variables are the ingredients for your report. Dimensions are what you use to categorize your data (like traffic source, city, or device type), and Metrics are the numbers you want to measure (like Total users, Conversions, and Sessions).

In the "Variables" panel:

1. Click the plus sign (+) next to "Dimensions."

2. Search for and select "Session source / medium". This shows you where your traffic came from (e.g., google / organic, facebook.com / social).

3. Click the blue "Import" button in the top right.

Now, do the same for your metrics:

1. Click the plus sign (+) next to "Metrics."

2. Search for and select "Total users" and "Conversions". You can select multiple metrics at once.

3. Click the blue "Import" button.

Your "Variables" panel now contains the ingredients to build your visual analysis.

Step 3: Build the Visualization

Now, drag your variables from the "Variables" panel on the left over to the "Tab Settings" panel on the right.

1. Drag "Session source / medium" from your Dimensions list and drop it onto the "Rows" area in Tab Settings.

2. Drag "Total users" and "Conversions" from your Metrics list and drop them onto the "Values" area.

3. At the top of the "Tab Settings" panel, you will see a series of small icons representing chart types. Select the "Bar chart" icon.

Instantly, GA4 will generate a bar chart. Each “Session source / medium” will have its own bar, showing the total number of users. GA4 handles secondary metrics on bar charts by plotting them as a different visual type within the chart. In this context, it will overlay your "Conversions" on a separate Y-axis, usually represented by a line or dots.

While this isn't a true side-by-side "double" bar graph, it powerfully accomplishes the same goal: You can immediately see which channels drive a lot of traffic (high user bar) and which of those are effective at driving goal completions (high conversion points).

Alternative Method: Using Looker Studio for a True Double Bar Chart

What if you absolutely need your metrics displayed as two bars side by side? For that kind of control, you need to step outside of Google Analytics and use Google Looker Studio (formerly Google Data Studio).

Looker Studio is a free data visualization tool that connects directly to your GA4 data and gives you complete freedom to build any kind of chart you can imagine. Here’s a quick overview of how you'd create a true double bar graph.

Step 1: Connect GA4 as a Data Source

In Looker Studio, create a new blank report. When prompted to add a data source, select "Google Analytics." Authorize your account and choose the GA4 property you want to pull data from.

Step 2: Add and Configure a Bar Chart

Once your data is connected, click "Add a chart" from the toolbar and select "Bar chart." (Looker Studio offers a few options - let's start with a standard one).

A placeholder chart will appear on your canvas. On the right side of the screen, a "Setup" panel will open. This is where you tell Looker Studio what to show on the chart.

Step 3: Define Your Dimensions and Metrics

In the "Setup" panel, do the following:

1. Under "Dimension," select your desired category. Let's use "Session source / medium" again.

2. Under "Metric," you can add both metrics you want to compare. Search for and select "Total users" and "Conversions."

Looker Studio is smart enough to know you want to compare these two metrics. It will automatically generate a grouped bar chart - a true double bar graph - where each "Session source / medium" has two bars next to it: one for users and one for conversions.

You can then customize colors, labels, and titles to create a professional-looking, shareable report that perfectly visualizes your comparison.

Final Thoughts

While you can't create a literal double bar graph with a single click in Google Analytics, the GA4 Exploration reports give you the power to build effective comparison charts immediately. By combining a primary metric on a bar chart with a secondary metric represented as a line or dot, you can quickly analyze performance and make smarter decisions. For full control and customized visuals, Google Looker Studio is your free, powerful next step.

At Graphed, we are committed to eliminating your data pain points. It provides the most intuitive and fastest way to do multi-metric analyses for your business. We built Graphed because we believe getting answers from your data shouldn’t require a technical degree. Instead of hunting through menus and configuring reports manually, you can just ask questions in plain English. Want to see that users vs. conversions chart by traffic source? Just ask: "Show me a bar chart comparing total users and conversions by session source from GA4 for the last 30 days." Graphed generates the visual in seconds, connecting directly to your live data. You get the insights without the friction, giving you more time to act on what you discover.