Finding Conversion ratio using Pivot Table Calculated Items

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Today, lets understand how to use Calculated items feature in Pivot tables. We will use a practical problem many of us face to learn this feature – ie calculating conversion ratio from a list of sales calls.

This is inspired from a question posted by Nicki in our forums,

I have a spreadsheet source data full of sales enquiries which have the Status – Lost, Booked or Pending. Each sales enquiry relates to a particular location. I have created a pivot table which counts the enquiries and displays them with the Locations in rows and the Status in the columns. I have got a row total showing the total number of sales enquiries for each location. I also want my table display the sales conversion number, ie the booked enquiries as a % of the total enquiries. How do I do this?

A look at the data

Lets say, you have some data like this and you want to understand what is the conversion ratio by location.

Calculating conversion ratios from sales enquiry data

Setup a pivot table

The first step is to just create a pivot table from this data. Put locations in row labels area, status in column labels are and ID in values area. Now you will have a count of items for each status in each location. Something like this:

Frist version of pivot table - showing distribution of items by status

Add a calculated item to get conversion ratio

Now we want to calculate how much percentage is “booked” status items in all items for a location. To do this,

  1. Select any column label item in the pivot table.
  2. Click on Pivot Options > Fields, Items & Sets > Calculated item
    Inserting calculated item from pivot table options ribbon
  3. Give your calculated item a suitable name like Conv. %
  4. Write the formula = Booked / (Booked + Pending + Lost)
    Calculated item for conversion percentage - Excel pivot tables
  5. Click ok.

Now you should see another column in your pivot table with calculated item – Conversion %.

Conversion ratio calculated - but shown as number...!

Formatting Conversion % in Percentage format

While we got what we wanted, it is not looking alright. We need to format the conversion % so that it looks alright. For this,

  1. Right click on any value in pivot table
  2. Custom number formatting rule to show conversion ratios in %sGo to value field settings
  3. Click on number format
  4. Select custom
  5. Type the custom formatting rule [>=1]0;[<1]0%;””
  6. This will automatically transform all numbers smaller than 1 (ie all conversion %s) to percentage format while keeping everything else normal.
  7. Done!

Resource: Learn more about custom number formatting

A video tutorial explaining this & more

Since calculated items can be somewhat tricky, I made a short video explaining how this works. In the video you can also see how to use Power Pivot measures to calculate conversion ratios easily. Watch it below (or on our youtube channel).

Download Example workbook

Click here to download example workbook. It has both regular and powerpivot based calculations. Go ahead and examine them. Enjoy.

Do you use Calculated items?

I find calculated items to be very tricky to work with. In most cases, I try to add extra calculations to original data table or use formulas instead. But this example is a good case where calculated item is perfect.

What about you? Do you use Calculated items? In what situations you use them? Please share your experiences and tips using comments.

Convert your self to a Pivot table pro…

If you are use Excel pivot tables & data analysis features, then you will find below resources very useful.

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23 Responses to “Displaying Text Values in Pivot Tables without VBA”

  1. sam says:

    Its possible to display up to 4 text values.

    Have a look at the screen shot of an example that I had posted way back at the EHA and figure out how its done !

    http://tinypic.com/r/muzywk/6

  2. ruve1k says:

    With Excel 2010 you can use Conditional Formatting to apply custom number formats which can display text. (In older versions you can only modify text color and cell background color, but not number formats.) Using CF allows for an even larger number of different display values.

  3. soumya says:

    Hey,
    Thanks, this helps. But how do you do it for multiple values where there is a huge amount of non repeating  text? 

  4. [...] Pivot Tables take tables of data and allow the user to summarise and consolidate the data at the same time. This is a great and very fast method of analysis but is restricted to handling mathematical functions on the value field resulting in numerical summaries. – read more [...]

  5. […] Read more here: Displaying Text Values in Pivot Tables without VBA […]

  6. Jon Gali says:

    There is a very good way actually for handling text inside values area.
    First you create a special column on the very left side and call it ID, and put unique ID (numbers only), and then create a pivot table with:

    Row Labels and Column labels as you like, and in the Values labels use the unique ID number.

    Move the unique ID number (copy paste) somewhere to the right and use vlookup to load the data you need using the ID as reference.

    It is a bit longer way but for me it works perfectly to combine values as you like in any moment.

    hope helps.

    Regards,

    Jon

  7. Linda says:

    Thank you! I finally understand pivot tables thanks to your clear, concise explanations and examples.

  8. Danzi says:

    Good Day. This is exactly what i have been looking for. However when i try it on my pivot table or even when i try to recreate this exercise using the sample worksheet, i get this error:

    "Microsoft Excel cannot use the number format you typed. Try using one of the built-in number formats."

  9. Hiren says:

    pls. help in table there is name, pan. amount. i have to make pivot table for example
    NAME PAN AMOUNT
    MR.X AAAAC1254T 500.00
    MR.Y AAABR1258C
    MR.A CFVDE2458T
    MR.Z AAVCR12548C
    MR.X AAAAC1254T
    MR.Z AADCD245T

  10. Hiren says:

    pls. help in table there is name, pan. amount. i have to make pivot table for example
    NAME PAN AMOUNT
    MR.X AAAAC1254T 500.00
    MR.Y AAABR1258C 1000
    MR.A CFVDE2458T 2000
    MR.Z AAVCR12548C 5451
    MR.X AAAAC1254T 45564
    MR.Z AADCD245T 4500
    how to get pivot tabe so i get PAN no. against Name.

  11. Letitgo says:

    I found an easy way to get text values in pivot table.

    I create an other worksheet in wich each cell has a formula that copy the pivot table. The trick is that the formula does a lookup for the numbers in the pivot table.

    The formula looks like that:
    =IF(ISNUMBER(table!A1);VLOOKUP(table!A1;Code!$A$1:$B$65;2);IF(ISBLANK(table!A1);" ";table!A1))

    Code is a worksheet where there is a liste of text /numbers correspondance.

    As a bonus The new sheet is easier to format

    Additional trick:
    In my case, i encoded differents codeid with a power(2, codeId-1) so that summing then is equivalent to concatenate them.

    1-A
    2-B
    4-C
    8-D

    yields :

    5 - AC
    14 - BCD

  12. Tushar says:

    Hi
    I want to ask if pivot can display dates in pivot field. As in a column i have customers and in row different items i want to know there last purchase date. anyone help in this??

  13. Tushar says:

    Hello Guys, Need your help
    I am doing some analysis of the cycle time of the product i.e how much time a product takes from manufacturing to the central warehouse.
    I have batch numbers for the product and against them i have to pull out the diff. dates
    Like the base date is from where the manufacturing start. So i have the batch number,against it's manuf. date. Now i have to pull out the date when it was quality released.
    I have the quality released data but the data have duplicates, like i will have two dates or may be three for the same batch. So my main objective is to pull out the date which is latest among them.

    BATCH NO. DATE of Mfg. DATE of Quality release
    A1 12/4/2014 (HERE I HAVE TO PULL value)

    Next Sheet
    BATCH NO. DATE of Quality Release
    A1 14/5/2014
    a2 23/5/2016
    A1 12/5/2014
    A1 13/6/2014

    From this sheet i have to pull up the latest date format of date here is dd/mm/yyy

    TIA

  14. […] needed to present text instead of counts in a pivot table value column. Here is an excellent resource for Excel manipulation, in addition to an overview of pivot […]

  15. Kyrene says:

    This is great thank you.

  16. Rabiul says:

    Wow!!! Excellent!! It helped me a lot.

  17. I am developing training tracking sheet for 200 employees with training completed date. Each employee will be attending 25 courses. How to indicate actual dates in pivot table value field.

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