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To Chart Metrics Relative to Site Average, Switch to Comparison Display

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Comparison display shows metrics for each dimension value relative to site average.

Most reports in Google Analytics default to the Data display, which presents report metrics in table format. Somewhat hidden in each report, however, are a variety of options for displaying your data.

Among these is the Comparison display, which allows you to chart a metric for each dimension value (that is, each row within a table) against the site average, such as bounce rate for each site referrer. One report that does default to Comparison display is Behavior > Site Speed > Page Timings.

The bad news? At this time, Google Analytics does not support Comparison display in dashboard widgets, which is exactly where we would want to take advantage of this easy-to-understand format for our data.

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