Klipfolio - Displaying web analytic data on a map


In this day and age of web analytics, it can be quite helpful to use another tool in addition to the tracking tool used in the company to visualise the tracking data and any other online and offline data that may be available. Especially with Google Analytics, but also with other web analytics tools, web analysts often come to the conclusion that this is not an optimal tool for visualising the web analytic key figures. Therefore, you often approach the limits of the insight-gaining visualisation form or cannot even display certain data that has already been sorted or segmented according to certain rules.

In this blog post we would like to introduce you to the visualisation tool from Klipfolio, a company founded in Canada in 2001.

To use Klipfolio, you first need to sign up for a paid account on the official Klipfolio website and then log in online.

After logging in, so-called Klips can then be created for data visualisation or Klips already available in Klipfolio can be used.

Choose KPI

Figure 1: Klipfolio – Adding clips

If one or more clips are combined into an overview at a later point in time, a dashboard is created. These dashboards can be used interactively by different users, depending on the functionality of the clips and the settings made by the dashboard creator.

Furthermore, data sources containing the data to be visualized have to be determined and connected to the respective clips or dashboards.

We will now use an example to create a clip and a dashboard step by step.

Maps example:

To make it more relatable the reader, we will now create a dashboard together with the Klipfolio visualisation tool and select a newly created Microsoft Excel spreadsheet, which has not yet been uploaded to Klipfolio, as the data source.

Case/challenge: displaying downloads by country on a geographic map

Sometimes it can be useful to use metrics such as:

to segmented according to region and/or country. In order to visualise the segmented key figures for different contact persons, a map can be selected.

To create or use a map in Klipfolio, we first create an empty dashboard.

Step 1: Create empty dashboard

To create a dashboard, we first click on the plus sign at the top right of the dashboard title bar.

After that the dashboard bar enlarges and it is possible to select already created dashboards, but also empty (without any clips) dashboards.

Klipfolio Dashboard Bibiliothek

Figure 2: Klipfolio – select empty dashboard

We click on “Add a Blank Dashboard”, because in this example we first want to locate a blank dashboard.

In the next step we are reminded that we have to create or select at least one clip. We can do this by clicking on “Add a Klip” (see Figure 3).

Step 2: Add clip to dashboard

Klipfolio Ausschnitt Klip hinzufügen

Figure 3: Klipfolio – Add clip

In the following window, we click on “Build a Custom Klip” and do not select any of the already prefabricated clips in Klipfolio.

Klipfolio benutzerdefiniertes Klip bauen

Figure 4: Klipfolio – Create Custom Klip

In the new window, we are also shown a number of different display formats. Further down in the list, we select the “Map” display format and click on it.

Auswahl Karte

Figure 5: Klipfolio – Map display format

Step 3: Select and upload data sources

In the following window we have to select a data source. Three options can be selected (see figure 6):

Klipfolio neues Klip bauen

Figure 6: Klipfolio – Select data source for Klip

For our example, we want to use a Microsoft Excel table that has not yet been uploaded to Klipfolio as a data source. To do this, we select “create a new data source” and click on it once.

Excel Datei Upload

Figure 7: Klipfolio – Select data source

Since we want to use a Microsoft Excel file as input, we select “File Upload Excel” in the subsequent window and click on it once.

Now we select the location on our computer where the input file is stored via “Browse” and upload it via “Upload Now”.

Excel datei Upload neu

Abbildung 8: Klipfolio – Microsoft Excel Upload

A name and description can then be specified in the subsequent window.

Neue Daten Quelle

Figure 9: Klipfolio – Data upload extended information

The upload can be completed via “Save”.

Klip Aufbau

Figure 10: Klipfolio – Klip Editor folder structure

In the center is the ’empty’ world map. This central area can be expanded via the objects visible on the right side, the so-called ‘components’, using drag & drop.

unbenannte Weltkarte

Figure 11: Klipfolio – empty map

To visualise the data, we click on “ID” in the editor and the Excel table is displayed directly at the bottom of the window.

Tabelle Land und Downloads

Figure 12: Excel sample data – app downloads by country

Klipfolio needs the country abbreviations of the respective countries for the correct country identification.

Digression: Download Country ID

The country codes can be downloaded from the following link:


Tabelle Region ID und Name

Abbildung 13: Klipfolio – Länderkürzel Tabelle

Now we can replace the country identifiers in our Excel spreadsheet or expand it into another column ‘Region ID’ within our already uploaded Excel. It is also possible to upload the new Excel spreadsheet with the Klipfolio country identifiers as another data source in Klipfolio.

For the sake of simplicity, in this example we decided to extend our Excel spreadsheet with a column containing the ‘Region IDs’ and finally upload it again.

To do this, we click on ‘Save and Exit’ at the top right of the editor and select ‘Library’ from the top bar. Clicking on the ‘Data Sources’ section, we locate our Excel spreadsheet (which has been customised to include a new ‘Region ID’ column) and upload it again.

We go back to our dashboard (via the ‘My Dashboards’ bar) and edit it.

To finally make the data visible in the map, we click on ID in the Klip Editor on the right side under the ‘Regions’ components and enter the following formula:

= GROUP(slice(@ExcelTable1,D:D;))

Justification of the formula for assigning the values to the attribute ID

With this formula we assign the necessary country names in column D to the corresponding country positions on the map. Since a country appears more than once in column D (and also C)  (see Figure 14), we group the countries with the function ‘Group( )’.

With the function Group we get for example from a column with the content:


the output: DE, NL, LT

Thus these designations occur only once.

With the function ‘Slice( )’ we pass to the function Group( ) all data one by one from the column D without the first row or the title of the column.

Tabelle Firma, Anzahl Downloads, Land und Länderkürzel

Figure 14: Merge redundant data

An example of slice would be: Column A contained the values in the following order: Company, XXX, YYY, ZZZ, AAA, BBB. With Slice(@A:A) we get: XXX, YYY, ZZZ, AAA, BBB.

Now we click on the attribute “Color2 and enter the following formula:


Justification of the formula for assigning values to the Color attribute

Now we use the function ‘Groupby( )’ to get -depending on the country abbreviation from column D- the total number of downloads from column B. This function thus sums up the number of downloads for the respective country abbreviations such as “DE”.

Now you can easily see in which regions of the world many downloads took place.


Figure 15: Klipfolio – Data visualization with a world map

The darker the colors, the higher the number of downloads. If we are only interested in a part of the map, we can click on the “Map” component in the Klip Editor and select “Europe”, for example, from the drop-down menu under “Properties” instead of “World”. (see figure: 17)

Figure 16: Klipfolio – Selection by regions

Thus, we have successfully completed the task of visualising the downloads on a geographical map depending on the country.


There are some more functions and formatting options possible for the “Map” clip. These will be introduced to the readers step by step in the next articles.

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