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Table of contents
1.
Introduction
2.
What is Funnel Chart?
3.
Uses and Features of Funnel Chart
3.1.
Uses of Funnel Chart
3.2.
Features of Funnel Chart
4.
Creating a Funnel Chart in Tableau
5.
Frequently Asked Questions
5.1.
What is the funnel chart in Tableau?
5.2.
What are the top and bottom of the funnel?
5.3.
What is the conversion rate?
5.4.
What type of filters can be used to create the funnel chart?
6.
Conclusion
Last Updated: Mar 27, 2024

Funnel Chart in Tableau

Introduction

Are you ready to take your data visualization skills in Tableau to the next level? Look no further! In this article, we will delve into the fascinating world of Funnel Charts in Tableau to see the graphical representation of process and discover how they can revolutionize the way you present and analyze the data. 

In the article ‘Funnel Chart in Tableau', we will discuss what is the funnel chart in Tableau, the uses and features of measure filters, and the implementation of the funnel chart, where we will create a funnel chart by taking a sample sales Excel Sheet.

If you are unaware of what are the measure filters, I will recommend you read the article ‘Introduction to Measure Filter’ as we will going to use this while creating the funnel chart.

Funnel Chart in Tableau

What is Funnel Chart?

A funnel chart is a graphical depiction of a process that demonstrates the gradual decrease in values as it progresses through various stages. The shape of the funnel chart is similar to a funnel, with a wide top and narrow bottom.

There are some terminologies we should read before moving forward in the funnel chart in Tableau:

Terminologies of Funnel Chart

 

  1. Funnel: This is the shape of the chart with a wide top and narrow bottom.
     
  2. Stages: There are different steps of the process that are being visualized. These stages are represented by a horizontal bar in the chart.
     
  3. Drop-off: The reduction of values as the process moves from one stage to the next. It also represents the loss of values at each stage.
     
  4. Top of Funnel (TOF): This is the initial stage of the process, and it represents the largest number of values.
     
  5. Bottom of Funnel (BOF): This is the final stage of the process, and it represents the smallest number of values.
     
  6. Conversion Rate: It is the ratio at which the values move from one stage to the next, and it can be used to measure the effectiveness of the process.
     
  7. Bottleneck: Bottleness is the stage at which the significant drop-off occurs that indicates the potential issues.
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Uses and Features of Funnel Chart

Uses of Funnel Chart

Uses of Funnel Chart
  • In the industries of media and marketing, funnel charts are used to analyze sales and to track the progression of leads through different stages of the sales funnel.
     
  • Funnel Charts can also be used to improve the user experience (UX) and website optimization.
     
  • Funnel Charts can also be used to make data-driven decisions to enhance user management.
     
  • Funnel Charts can be used in talent acquisition and recruitment to analyze the stages of the hiring process.
     
  • Funnel Charts can be used in event planning and management.

Features of Funnel Chart

There are several features of the funnel chart in Tableau are discussed below:

Features of Funnel Chart
  • Data Comparison: The comparison of values between the different stages can be made.
     
  • Identification of Bottlenecks: This feature can be used to find the stage at which the significant drop-off occurs that indicates the potential issues.
     
  • Conversion Rates: This feature allows us to measure the ratio at which the values move from one stage to the next.
     
  • Clear and Intuitive: A very clear and intuitive representation is provided by the funnel charts, which makes it easier to understand the values through different stages.
     
  • Integration with Other Visualizations: The visualizations such as bar, line, or pie charts can be combined with the funnel charts.

Creating a Funnel Chart in Tableau

Here, we are going to see an implementation of a funnel chart in Tableau by taking an example of a sample sales Excel sheet. There are some steps we need to follow to create the funnel chart in Tableau:

Step 1: First, we need to connect the data source (Excel Sheet) in Tableau.

Step 2: Now, we have to create the measure in Tableau. If you are unaware of measure filters in Tableau, I will strongly recommend you read this article on ‘Introduction to Measure Filter’.

Excel Sheet Columns


Here in this example, we can select the ‘Sale amt’ column to measure the filter and select the aggregation function SUM with the range of values from 0 to X (Maximum Value). Here is how it will be looking after adding ‘Sale amt’ to measure.

Filters section

Step 3: Now add this ‘SUM(Sale amt)’ measure to the Rows section.

Rows section



Step 4: Now select a dimension in the Marks section and select the color option the dimension, and this will divide the vertical bar into 3 divisions with different colors to differentiate better.

Dimension with color option

Step 5: Now, ‘Sales amt’ can be added in the Marks section with the Size option in it. After this, we sort the visualization by clicking on the sort region on the top.

Sort Region

Step 6: We can convert this standard view to the entire view for better understanding. This can be done by clicking a dropdown option on the top, as given in below image:

View Section

Step 7: Now, the funnel chart is created successfully, but we can also add some labels to it to analyze the sales process better.
 

Marks Section


After all these steps, The final funnel chart should be similar to this below image:

Funnel Chart - Output

Frequently Asked Questions

What is the funnel chart in Tableau?

A funnel chart is a graphical depiction of a process that demonstrates the gradual decrease in values as it progresses through various stages.

What are the top and bottom of the funnel?

The top of Funnel (TOF) is the initial stage of the process, and it represents the largest number of values. The bottom of Funnel (BOF) is the final stage of the process, and it represents the smallest number of values.

What is the conversion rate?

Conversion Rate is the ratio at which the values move from one stage to the next, and it can be used to measure the effectiveness of the process.

What type of filters can be used to create the funnel chart?

You can use various types of filters to create a funnel chart in Tableau, including dimension filters to limit the data based on specific categories or stages, measure filters to focus on specific values or ranges, and context filters to prioritize certain data for analysis.

Conclusion

A funnel chart is a graphical depiction of a process that demonstrates the gradual decrease in values. In this article, ‘Funnel Chart in Tableau’, we discussed what is the funnel chart, its uses, and its features, and we also discussed how to create a funnel chart in Tableau.

Here are some of the articles related to funnel charts in Tableau:

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