Conditional formatting allows you to apply specific formatting to cells or rows that meet certain criteria. It can be used to highlight cells that satisfy a certain rule or to apply a color scale to your columns.
The table widget is equipped with two types of Conditional Formatting:
Single Color: Pick a color and set up rule(s), cells/rows matching the rules will be highlighted with your picked color.
Color Scale: Pick a color gradient and a column to highlight values in the column according to a customizable range.
To get started, you can click on the Conditional Formatting button available in the table widget.
The Conditional Formatting window will give you a couple of options, you can either start creating your rule from the scratch by clicking on the + New Rule button or you can pick one of the predefined rules available on the right-hand side of the window.
Start with a predefined rule is a great way to understand how rules are structured. Feel free to pick one of the rules and tweak the rule according to your conditions.
To highlight how Conditional Formatting rules can be set up, we'll be taking a couple of use cases where this feature might come in handy.
Case 1: Highlighting Channels that are projected to overshoot the budget
Setting up a Conditional Formatting rule takes 4 small steps. To highlight marketing channels where Projected Spend is greater than Budget, here's what you need to do:
In Color Type, pick Single Color. Single Color rules are helpful in finding anomalies or highlighting certain values.
In step 2, you can either choose a column or the entire row. Since we want to highlight the marketing channels, we are picking 'Entire Row' as the option here, you can pick any of the columns available in your table.
Here you've got to select your color. This color will be used to highlight the rows/cells that match the condition you'll set up in step 4. You can either pick one of the presets or add your own hex code to get a color of your choice.
This is where you define the condition. Since we want to highlight channels where projected spend is greater than budget, we'll define a condition for it as shown in the image.
For every projection metric in your table, you'll see one metric with the suffix -proj and another without proj. You can use the first one when you want to use the projected value and the latter one when you want to use the actual value.
Once you click on apply, you'll find the rows containing channels that are overshooting the budget being highlighted by the color you picked. You can use the 'eye' button to quickly view your table without exiting the conditional formatting window.
Case 2: Highlighting Campaign performance by adding color scale on CPC.
Going over the steps again:
In color type, select the 'Color Scale' option.
Here, you can pick the column you want the color scale to be implemented on. Color Scales are not applicable on rows.
Pick one of the color gradients. You can also pick a gradient and reverse it by clicking on the button to the side.
Here you define the range for your color scale. By default, min and max values from the table are used. You can also define a Number or Percentage for your min and max. Anything below/above that number or percentage will be highlighted with the color for your extremes.
And that's it, clicking on 'Apply' will highlight the cell values in your column according to the gradient selected.
Case 3: Finding Creatives with CTR Lower than X when spend is greater than X
This is a great case for using Conditional Formatting. When doing creative analysis, you can easily highlight the creatives that aren't performing as well as expected.
Setting this condition up will be similar to case 1:
Pick 'Single Color' to highlight only those cells that match the condition.
Here, we'll highlight cells instead of rows. Picking FB: CTR column to highlight Cells with CTR that matches the condition.
Pick a color of your choice. (Since we are highlighting underperforming creatives, red makes the most sense. 👀 )
Breaking down our condition to rules. We want creatives who got the most spend and have relatively low CTR. We will set up two rules and combine them using the 'AND' operator, as shown in the image.
And that's how you can find those creatives that probably need to get out of your rotation.
Order of Rules:
You can switch the order of rules by dragging and dropping them. The order of rules defines their precedence. If you've two rules applied on the same column and if there's an overlap, the rule on the top will hold the precedence.
And that's it. You can define rules however you want to so feel free to play around and add colors to your tables with Conditional Formatting!