Conditional formatting is used to assist those who read Analytics Reports in interpreting the data by focusing their attention on key data. This focus is accomplished using formatting options, such as highlighting data using a distinct color for the text or characters, and/or adding a background color to a report cell. This highlighting is automatically applied when the "conditions" defined in the formatting match the data populating a report field.
Conditional formatting can also be applied using different colored icons and inline bar charts, which automatically display when a pre-defined set of conditions is met. The color of the icons, as well as the color and size of the bar chart, are a visual representation of the data, and indicate any trends or patterns.