Flow
Funnel Chart
Shows progressive reduction through sequential stages, with bar widths encoding volume at each step.
Conversion Funnel
From visitor to paying customer
View data (6 rows)
| Count | Stage |
|---|---|
| 10000 | Visitors |
| 3200 | Signups |
| 1800 | Activated |
| 1100 | Trial |
| 600 | Subscribed |
| 400 | Paid |
Use a funnel chart when…
- Tracking conversion rates through sales or signup pipelines
- Showing drop-off at each stage of a process
Avoid when…
- When stages are not sequential or ordered
- When you need to compare multiple funnels side by side
Data it needs
| Property | Value |
|---|---|
| Min Rows | 3 |
| Min Columns | 2 |
| Column Types | stringnumber |
| Notes | Rows must be in sequential stage order (top-of-funnel first) — the renderer trusts dataset order rather than re-sorting by value. |
Visual anatomy
Marks
trapezoid
Channels
width (volume)vertical position (stage)color (stage)
Axes
y-axis: stages
Guiding principles
Consider instead
Common mistakes
Using 3D perspective effects that distort area perception
Not labelling conversion rates between stages
History
Funnel charts became standard in CRM and marketing dashboards in the early 2000s.
Accessibility notes
Provide a table with stage names, counts, and conversion percentages.
Related reading
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