Combine both Paid & Organic Search into a single level, Search

In this case, we want to change the value of two levels, Paid Search & Organic Search and give them the common value Search. You can also look at it as collapsing two levels into one. There are two functions we can use here:

• fct_collapse()
• fct_recode()

Let us look at fct_collapse() first. After specifying the categorical variable, we specify the new value followed by a character vector of the existing values. Remember, the new value is not enclosed in quotes (single or double) but the existing values must be a character vector.

fct_count(
  fct_collapse(
    channel,
    Search = c("Paid Search", "Organic Search")
  )
)
## # A tibble: 7 x 2
##   f               n
##   <fct>       <int>
## 1 (Other)      6073
## 2 Affiliates   7388
## 3 Direct      39853
## 4 Display      3375
## 5 Search     144063
## 6 Referral    35615
## 7 Social       8031

In the case of fct_recode(), each value being changed must be specified in a new line. Similar to fct_collapse(), the new value is not enclosed in quotes but the existing values must be.

fct_count(
  fct_recode(
    channel,
    Search = "Paid Search",
    Search = "Organic Search"
  )
)
## # A tibble: 7 x 2
##   f               n
##   <fct>       <int>
## 1 (Other)      6073
## 2 Affiliates   7388
## 3 Direct      39853
## 4 Display      3375
## 5 Search     144063
## 6 Referral    35615
## 7 Social       8031

The dplyr and car packages also have recode functions.

Retain only those channels which have driven a minimum traffic of 5000 to the website

Instead of having all the channels, we desire to retain only those channels which have driven at least 5000 visits to the website. What about the rest of the channels which have driven less than 5000? We will recategorize them as Other. Keep in mind that we already have a (Other) level in our data. fct_lump_min() will lump together all levels which do not have a minimum count specified. In our case study, only Display drives less than 5000 visits and it will be categorized into Other.

fct_count(fct_lump_min(channel, 5000))
## # A tibble: 7 x 2
##   f                   n
##   <fct>           <int>
## 1 (Other)          6073
## 2 Affiliates       7388
## 3 Direct          39853
## 4 Organic Search 139668
## 5 Referral        35615
## 6 Social           8031
## 7 Other            7770

Retain only top 3 referring channels and categorize rest into Other

Suppose you decide to retain only the top 3 channels in terms of the traffic driven to the website. In our case study, these are Direct, Organic Search and Referral. We want to retain these 3 levels and categorize the rest as Other. fct_lump_n() will retain top n levels by count/frequency and lump the rest into Other.

fct_count(fct_lump_n(channel, 3))
## # A tibble: 4 x 2
##   f                   n
##   <fct>           <int>
## 1 Direct          39853
## 2 Organic Search 139668
## 3 Referral        35615
## 4 Other           29262

In our case, n is 3 and hence the top 3 channels in terms of traffic driven are retained while the rest are lumped into Other.

Retain only those channels which have driven at least 2% of the overall traffic

In the second scenario above, we retained channels based on minimum traffic driven by them to the website. The criteria was count of visits. If you want to specify the criteria as a percentage or proportion instead of count, use fct_lump_prop(). The criteria is a value between 0 and 1. In our case study, we want to retain channels that have driven at least 2% of the overall traffic. Hence, we have specified the criteria as 0.02.

fct_count(fct_lump_prop(channel, 0.02))
## # A tibble: 7 x 2
##   f                   n
##   <fct>           <int>
## 1 (Other)          6073
## 2 Affiliates       7388
## 3 Direct          39853
## 4 Organic Search 139668
## 5 Referral        35615
## 6 Social           8031
## 7 Other            7770

As you can see, only Display drives less than 2% of overall traffic and has been lumped into Other.

Retain the following channels and merge the rest into Other

• Organic Search
• Direct
• Referral

In the previous scenarios, we have been retaining or lumping channels based on some criteria like count or percentage of traffic driven to the website. In this scenario, we want to retain certain levels by specifying their labels and combine the rest into Other. While we can use fct_collapse() or fct_recode(), a more appropriate function would be fct_other(). We will do a comparison of the three functions in a short while.

fct_other() has two arguments, keep and drop. keep is used when we know the levels we want to retain and drop is used when we know the levels we want to drop. In this scenario, we know the levels we want to retain and hence we will use the keep argument and specify them. Organic Search, Direct and Referral will be retained while the rest of the channels will be lumped into Other.

fct_count(
  fct_other(
    channel, 
    keep = c("Organic Search", "Direct", "Referral"))
)
## # A tibble: 4 x 2
##   f                   n
##   <fct>           <int>
## 1 Direct          39853
## 2 Organic Search 139668
## 3 Referral        35615
## 4 Other           29262

Merge the following channels into Other and retain rest of them:

• Display
• Paid Search

In this scenario, we know the levels we want to drop and hence we will use the drop argument and specify them. Display and Paid Search will be lumped into Other while the rest of the channels will be retained.

fct_count(
  fct_other(
    channel, 
    drop = c("Display", "Paid Search")
  )
)
## # A tibble: 7 x 2
##   f                   n
##   <fct>           <int>
## 1 (Other)          6073
## 2 Affiliates       7388
## 3 Direct          39853
## 4 Organic Search 139668
## 5 Referral        35615
## 6 Social           8031
## 7 Other            7770

In the previous scenario, we said we will compare fct_other() with fct_collapse() and fct_recode(). Let us use the other two functions as well and see the difference.

# collapse
fct_count(
  fct_collapse(
  channel,
  Other = c("(Other)", "Affiliate", "Display", "Paid Search", "Social")
  )
)
## Warning: Unknown levels in `f`: Affiliate
## # A tibble: 5 x 2
##   f                   n
##   <fct>           <int>
## 1 Other           21874
## 2 Affiliates       7388
## 3 Direct          39853
## 4 Organic Search 139668
## 5 Referral        35615
# recode
fct_count(
  fct_recode(
  channel,
  Other = "(Other)", 
  Other = "Affiliate", 
  Other = "Display", 
  Other = "Paid Search", 
  Other = "Social"
  )
)
## Warning: Unknown levels in `f`: Affiliate
## # A tibble: 5 x 2
##   f                   n
##   <fct>           <int>
## 1 Other           21874
## 2 Affiliates       7388
## 3 Direct          39853
## 4 Organic Search 139668
## 5 Referral        35615

As you can observe, fct_other() requires less typing and is easier to specify.

Anonymize the data set before sharing it with your colleagues

Anonymizing data is extremely important when you are sharing sensitive data with others. Here, we want to anonymize the channels which drive traffic to the website so that we can share it with others without divulging the names of the channels. fct_anon() allows us to anonymize the levels in the data. Using the prefix argument, we can specify the prefix to be used while anonymizing the data.

fct_count(fct_anon(channel, prefix = "ch_"))
## # A tibble: 8 x 2
##   f          n
##   <fct>  <int>
## 1 ch_1    6073
## 2 ch_2   39853
## 3 ch_3   35615
## 4 ch_4    3375
## 5 ch_5    8031
## 6 ch_6    7388
## 7 ch_7  139668
## 8 ch_8    4395

Key Functions

Add a new level, Blog

fct_expand() allows us to add new levels to the data. The label of the new level must be specified after the variable name and must be enclosed in quotes. If the level already exists, it will be ignored. Let us add a new level, Blog.

levels(fct_expand(channel, "Blog"))
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"        
## [9] "Blog"

Drop existing level

On the other hand, fct_drop() will drop levels which have no values i.e. unused levels. If you want to drop only specific levels, use the only argument and specify the name of the level in quotes. Let us drop the new level we added in the previous example.

levels(fct_drop(fct_expand(channel, "Blog")))
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"

Make missing values explicit

In our data set, the gender column has many missing values, and in R, missing values are represented by NA. Suppose you are sharing the data or analysis with someone who is not an R user, and does not know what NA represents. In such a scenario, we can use the fct_explicit_na() function to make the missing values in the gender column explicit i.e. it will appear as (Missing) instead of NA. This will help non R users to understand that there are missing values in the data.

fct_count(fct_explicit_na(data$gender))
## # A tibble: 3 x 2
##   f              n
##   <fct>      <int>
## 1 female     40565
## 2 male       61617
## 3 (Missing) 142216

Key Functions

Make Organic Search the first level

In this scenario, we want the levels to appear in a certain order. In the first case, we want Organic Search to be the first level. fct_relevel() allows us to manually reorder the levels. To move a level to the beginning, specify the label (it must be enclosed in quotes).

levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_relevel(channel, "Organic Search"))
## [1] "Organic Search" "(Other)"        "Affiliates"     "Direct"        
## [5] "Display"        "Paid Search"    "Referral"       "Social"

Make Referral the third level

The after argument is useful when we want to move the level to the end or anywhere between the beginning and end. In the second case, we want Referral to be the third level. After specifying the label, use the after argument and specify the level after which Referral should appear. Since we want to move it to the third position, we will set the value of after to 2 i.e. Referral should come after the second position.

levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_relevel(channel, "Referral", after = 2))
## [1] "(Other)"        "Affiliates"     "Referral"       "Direct"        
## [5] "Display"        "Organic Search" "Paid Search"    "Social"

Make Display the last level

In this last case, we want to move Display to the end. If you know the number of levels, you can specify a value here. In our data, there are eight channels i.e. eight levels, so we can set the value of after to 7. What happens when we do not know the number of levels or if they tend to vary? In such cases, to move a level to the end, set the value of after to Inf.

levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_relevel(channel, "Display", after = Inf))
## [1] "(Other)"        "Affiliates"     "Direct"         "Organic Search"
## [5] "Paid Search"    "Referral"       "Social"         "Display"

Let us now look at a scenario where we want to order the levels by

• frequency (largest to smallest)
• order of appearance (in data)

Order levels by frequency

In the first case, the levels with the most frequency should appear at the top. fct_infreq() will order the levels by their frequency.

# reorder levels
levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_infreq(channel))
## [1] "Organic Search" "Direct"         "Referral"       "Social"        
## [5] "Affiliates"     "(Other)"        "Paid Search"    "Display"

Order levels by appearance

In the second case, the order of the levels should be the same as the order of their appearance in the data. fct_inorder() will order the levels according to the order in which they appear in the data.

# reorder levels
levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_inorder(channel))
## [1] "Organic Search" "Direct"         "Referral"       "Affiliates"    
## [5] "(Other)"        "Social"         "Display"        "Paid Search"

Reverse the order of the levels

The order of the levels can be reversed using fct_rev().

# reorder levels
levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_rev(channel))
## [1] "Social"         "Referral"       "Paid Search"    "Organic Search"
## [5] "Display"        "Direct"         "Affiliates"     "(Other)"

Randomly shuffle the order of the levels

The order of the levels can be randomly shuffled using fct_shuffle().

# reorder levels
levels(channel)
## [1] "(Other)"        "Affiliates"     "Direct"         "Display"       
## [5] "Organic Search" "Paid Search"    "Referral"       "Social"
levels(fct_shuffle(channel))
## [1] "Paid Search"    "Direct"         "Social"         "Affiliates"    
## [5] "Referral"       "(Other)"        "Display"        "Organic Search"

Key Functions