What is a funnel chart?
A funnel chart represents sequential stages in a process, typically from a large starting population to a smaller final outcome. It is common in sales pipelines, signup flows, recruiting, and order completion.
How to build a conversion funnel
- List stages in process order, not alphabetical or value order.
- Enter the count remaining at each stage.
- Use stage names that describe observable events, such as “Started checkout” rather than vague labels.
- Export the finished chart and explain the largest drop-off in the surrounding report.
Avoid misleading funnels
Keep stage definitions mutually consistent and use the same time window throughout. If the audience needs to compare exact values rather than feel the narrowing progression, a standard bar chart gives every stage a common baseline.
Frequently asked questions
What belongs in a funnel chart?
Use ordered stages of one process, with each value representing the number or amount remaining at that stage.
Do funnel values need to decrease?
A classic funnel narrows, so values normally decrease. Increases can indicate a data-definition problem or a process that is not truly funnel-shaped.
What should I label?
Label every stage and provide either the remaining total, the stage-to-stage conversion rate, or both in the surrounding explanation.