Tableau Funnel Chart

What is the Tableau Funnel Chart?

Tableau Funnel chart is a data visualization tool that allows you to represent various stages of a process in a funnel shape. Each of the stages is represented with a width or size corresponding to the value of the data, i.e., the highest value is placed at the top, and it gradually decreases as one navigates through the different stages, with the lowest value placed at the bottom. Tableau Funnel charts are typically used to visualize processes such as different stages of sales closure or customer acquisition stages to understand the journey.

Some of the key usages of the Tableau Funnel chart include:

  • Track the sales process progress to identify any pattern and reduce the churn
  • Review the customer acquisition journey to increase the engagement touchpoints and retain the customers
  • Analyse process inefficiencies to streamline the processes and improve service offerings

A typical Funnel chart looks like the one highlighted below. 

Tableau funnel Chart - Intro Example
Key Takeaways
  • Tableau Funnel chart represents various stages of a process in a funnel shape that can help you understand the details of the sequential journey
  • Each stage of the process is mapped to the width of the data value that gradually decreases over the process
  • Tableau funnel chart is a very useful tool to track the sales process, analyze process efficiencies, or understand the customer journey
  • You can customize the appearance of the funnel chart, apply drill down, and create dynamic charts in Tableau

How to Create a Funnel Chart in Tableau?

To create a funnel chart in Tableau, follow the steps below:

Step 1: Connect your dataset to the Tableau interface.

Tableau funnel Chart - Step 1

Step 2: In the new worksheet, drag the Revenue field (measure) to the Rows shelf. 

Tableau funnel Chart - Step 2

Adjust the size of the bar.

Tableau funnel Chart - Step 2 - size

Step 3: Drag the Sub-category field from the Data pane to Color in the Marks card. 

Tableau will create a color-coded chart, as shown below.

Tableau funnel Chart - Step 3

Step 4: Click on the Sort icon to sort as per the descending order by Revenue.

Tableau funnel Chart - Step 4

Tableau will rearrange the chart, as shown below.

Step 4 - rearrange chart

Step 5: Drag Sub-Category and Revenue to the Label.

Tableau funnel Chart - Step 5

Step 6: Drag Sales to the Size in the Marks card.

Tableau funnel Chart - Step 6

Step 7: Click on the Color – Edit Colors. From the Select Color Palette, choose a value from the drop-down menu.

Tableau funnel Chart - Step 7

Now, your Tableau Funnel chart is ready for visualization.

Tableau funnel Chart - Step 7 - chart

How to Create an Advanced Funnel Chart?

To create an advanced funnel chart in Tableau, follow the steps below:

Step 1: Connect your dataset to Tableau.

Step 2: Drag the Net Profit field (measure) to the Columns and Region to the Rows shelf. 

Tableau funnel Chart - Advance - Step 2

Step 3: Apply data sorting using the Sort descending by Sum of Net Profit within the Region icon.

Tableau funnel Chart - Advance - Step 3

Tableau will sort it automatically, as shown below.

Advance - Step 3 - sort

Step 4: From the Marks Type dropdown, select Area.

Tableau funnel Chart - Advance - Step 4

Tableau will rearrange the chart as shown below.

Advance - Step 4 - Chart

Step 5: Change the view from Standard to Entire View.

Advance - Step 5

Tableau will adjust the view to fit into the entire view, as shown below.

Tableau funnel Chart - Advance - Step 5 - fit

Step 6: Drag Net Profit to the Columns shelf and edit the formula to create a negative Net Profit measure.

Tableau funnel Chart - Advance - Step 6

Tableau will create a view as shown below.

Tableau funnel Chart - Advance - Step 6 - View

Step 7: Click on the sort ascending order icon.

Tableau funnel Chart - Advance - Step 7

Now, your Tableau Funnel chart is ready for visualization.

Tableau funnel Chart - Advance - Step 7 - chart

Step 8: Drag Region to the Color in the Marks card.

Tableau funnel Chart - Advance - Step 8

Step 9: Similarly, expand the SUM(Net Profit) and drag the Net Profit field from the Data pane to the Label. Now, your Tableau Advanced Funnel chart is ready for visualization.

Tableau funnel Chart - Advance - Step 9

Note: It is recommended that you go through the Tableau funnel chart tutorial for visualization and chart customization. You will find numerous tutorial videos for easy reference.

There are a few Tableau funnel chart alternatives you may consider, such as a Stacked bar chart or line chart for your visualization requirements.

Examples

In this section, we will go through different examples that demonstrate the Tableau funnel chart.

Example #1 – Using multiple calculated fields

We will demo using multiple calculated fields in Tableau to create a funnel chart using the Luxury Product Sales Funnel dataset which contains details such as sales stages, categories, and key values. 

To create a Tableau funnel chart, follow the instructions below:

Step 1: Connect with Luxury Product Sales Funnel to Tableau.

Example 1 - Step 1

Step 2: Create a calculated field in your dataset by right-clicking on the Data pane and selecting the Create Calculated Field.

Example 1 - Step 2

Step 3: Specify the logic for the calculated field.

Example 1 - Step 3

Once you click on OK, the field will be created and visible in the Data pane.

Tableau funnel Chart - Example 1 - Step 3 - Lead

Step 4: Repeat the step 3 to create another calculated field.

Tableau funnel Chart - Example 1 - Step 4

Here, we have created six calculated fields using step 3. The fields are visible in the Data pane.

Tableau funnel Chart - Example 1 - Step 4 - calculated fields

Step 5: Drag the measures to the Columns shelf.

Example 1 - Step 5

Step 6: Drag the Sales Stage to the Rows shelf.

Tableau funnel Chart - Example 1 - Step 6

Step 7: Right-click on each of the measures and select Compute Using – Table (down).

Tableau funnel Chart - Example 1 - Step 7

Step 8: Repeat the same steps for all the calculated fields you have created.

Example 1 - Step 8

Step 9: Change the view from Standard to the Entire View.

Example 1 - Step 9

Step 10: Change the Marks type from Automatic to Area.

Tableau funnel Chart - Example 1 - Step 10

Step 11: Drag the Sales Stage field from the Data pane to the Color in the Marks card.

Tableau funnel Chart - Example 1 - Step 11

Step 12: On the toolbar, rearrange the Sales Stage as shown below.

Tableau funnel Chart - Example 1 - Step 12

Step 13: Navigate to Analysis – Stack Marks – Off.

Tableau funnel Chart - Example 1 - Step 13

Tableau will change the visual in the view.

Tableau funnel Chart - Example 1 - Step 13 - Visual

Step 14: Control-click the Measure Values in the Columns shelf.

Tableau funnel Chart - Example 1 - Step 14

Step 15: Right-click on the bottom Axis and select the Edit Axis.

Tableau funnel Chart - Example 1 - Step 15

Step 16: Select the Reversed option under the Scale section.

Tableau funnel Chart - Example 1 - Step 16

Tableau will create a funnel chart.

Tableau funnel Chart - Example 1 - Step 16 - funnel chart

Step 17: Remove all the headers on both the x-axis and y-axis by unticking the Show Header option.

Tableau funnel Chart - Example 1 - Step 17

Step 18: Remove the filters by selecting All.

Tableau funnel Chart - Example 1 - Step 18

Tableau will remove all the grid lines and axis labels.

Tableau funnel Chart - Example 1 - Step 18 - Grid lines removed

Step 19: Add labels to the funnel chart.

Tableau funnel Chart - Example 1 - Step 19

Step 20: Click on Label – Alignment. Adjust the Horizontal and Vertical alignments.

Tableau funnel Chart - Example 1 - Step 20

Step 21: Click on Color and increase the Opacity to 100%. Now, your Tableau funnel chart is ready for visualization.

Tableau funnel Chart - Example 1 - Step 21

Example #2 – With Multiple Measures

In this example, we will use multiple measures to create a Funnel chart using the Sales Funnel with multiple measures dataset. The Sales Funnel with multiple measures dataset contains different details of a sales category, different stages, KPIs, customer conversion %, and Frame. 

You may follow the below steps to create the funnel chart:

Step 1: Connect to the Sales Funnel with multiple measures dataset into Tableau. 

Example 2 - Step 1

Step 2: In a new worksheet, drag Frame (Measure) to Columns and Funnel (Dimension) to Rows, respectively.

Example 2 - Step 2

Step 3: Click on the sort descending order icon.

Tableau funnel Chart - Example 2 - Step 3

Tableau will sort the chart as per the descending order of the Frame.

Tableau funnel Chart - Example 2 - Step 3 - descending

Step 4: Right-click on the Data pane and select Create Calculated Field…

Example 2 - Step 4

Step 5: Specify the logic for the calculated field

Tableau funnel Chart - Example 2 - Step 5

Step 6: Drag the newly created calculated field to the Columns shelf.

Example 2 - Step 6

Step 7: Drag the Funnel to the Color in the Marks card.

Tableau funnel Chart - Example 2 - Step 7

Step 8: Drag the Category to the Filters shelf and choose the values to filter.

Example 2 - Step 8

Tableau will create a color-coded view as shown.

Example 2 - Step 8 - color coded view

Step 9: Change the view from Standard to the Entire View.

Tableau funnel Chart - Example 2 - Step 9

Tableau will fit the visual to the entire view.

Example 2 - Step 9 - Fit

Step 10: Drag Sales KPI to the Label under SUM(Negative Frame)

Example 2 - Step 10

Step 11: Drag Customer Conversion % to the Label under SUM(Frame)

Tableau funnel Chart - Example 2 - Step 11

Step 12: Right-click on the view and choose Format.

Example 2 - Step 12

Step 13: Apply customized formatting such as borders, and columns as required.

Example-2-Step-13

Step 14: Similarly apply formatting on Grid lines, zero lines, etc.

Tableau funnel Chart - Example 2 - Step 14

Step 15: Drag the Category from the Filters shelf to the Columns shelf. Now your Tableau view is ready for visualization.

Tableau funnel Chart - Example 2 - Step 15

Example #3 – Format Color of a Traditional Funnel Chart in Tableau

This example demonstrates adding a data label to the Traditional Funnel chart in Tableau. We have used the Funnel Sales Data dataset to demonstrate this, and it contains detailed information about the customer name, sales representatives, sales details and status, etc.

To apply color formatting to the Tableau funnel chart, follow the steps outlined below:

Step 1: Connect to the Sales_Analysis_Fnl dataset and import it into Tableau. 

Example 3 - Step 1

Step 2: Join the two datasets using the Sales Stage ID.

Tableau funnel Chart - Example 3 - Step 2

Step 3: Drag Product Revenue to the Rows shelf.

Example 3 - Step 3

Step 4: Adjust the size of the bar in the view.

Example 3 - Step 4

Step 5: Drag the Sales Stage to the Color in the Marks card.

Example 3 - Step 5

Step 6: Click on the sort order icon.

Tableau funnel Chart - Example 3 - Step 6

Step 7: Drag the Product Revenue to the size, Sales Stage, and Product Revenue to the Label in the Marks card.

Example 3 - Step 7

Step 8: Right-click on the Product Revenue and select Quick Table Calculation – Percent of Total.

Example 3 - Step 8

Tableau will update the absolute numbers to the percentages.

Tableau funnel Chart - Example 3 - Step 8 - absolute

Step 9: Click on the Color – Edit Colors. From the Select Color Palette drop-down, choose an option and click on Assign Palette. Click on Apply.

Tableau funnel Chart - Example 3 - Step 9

Now you can see the different colors for your Tableau Funnel chart.

Tableau funnel Chart - Example 3 - Step 9 - colors

Example #4 – Add Data Label to Traditional Funnel Chart

This example demonstrates adding a data label to the Traditional Funnel chart in Tableau. We have used the Funnel Sales Data Dataset to demonstrate this and this dataset contains detailed information about the Customer Name, Sales representatives, sales details and status, etc..

To add data labels to the Funnel chart, follow the below step-by-step instructions:

Step 1: Import the Funnel Sales Data dataset into Tableau.

Example 4 - Step 1

Step 2: Drag the Price (measure) to the Rows shelf.

Tableau funnel Chart - Example 4 - Step 2

Step 3: Drag the Status field to the Color in the Marks card.

Example 4 - Step 3

Step 4: Drag Price to the size in the Marks card.

Tableau funnel Chart - Example 4 - Step 4

Step 5: Click on the sort descending order icon.

Example 4 - Step 5

Step 6: Drag the Status and Price to the Label on the Marks card. Tableau will add the details on Status and Price to the funnel chart as shown below.

Example 4 - Step 6

Step 7: Click on the down arrow next to the SUM(Price) and select Quick Table Calculation – Percent of Total.

Example 4 - Step 7

Tableau has added the data labels along with the percentage values.

Tableau funnel Chart - Example 4 - Step 7 - Data Labels

Important Things to Note

  • Consider structuring your data properly to create a visually meaningful Tableau funnel chart. 
  • Ensure that you have labeled them properly and display stagewise progression for effective visualization.
  • Don’t clutter the chart with too much information and complexity.
  • Regularly review your chart as they evolve.

Frequently Asked Questions (FAQs)

1. Can I customize the appearance of a Tableau funnel chart?

Yes, you can customize the appearance of a Tableau funnel chart. You can do so by applying the color combination to different stages of the funnel chart, customizing the shape, adding labels to the different stages, and applying tooltips for additional information on the chart to the users.

2. What insights can I gain from a Tableau funnel chart?

Tableau funnel chart can provide a different set of insights that include:

• Customer journey experience along with the bottlenecks or improvement areas.
• The sales conversion process and challenges with different customer touchpoints.
• Inefficiencies in the current service offerings and targeted stage of focus.

3. Can I drill down into specific stages of the funnel in Tableau?

Yes, you can drill down into specific stages of the funnel in Tableau. To do so, you may consider using different interactive features such as data filters, actions, or parameter controls. This would ensure that you restrict the area of focus for your analysis in Tableau.

4. Can I create a dynamic Tableau funnel chart that updates in real-time?

You may create a dynamic Tableau funnel chart by connecting to a Live connections dataset. This will ensure that your data is up to date and that any changes to the underlying dataset update the chart in real-time.

This has been a guide to Tableau Funnel Chart. Here we learn how to create funnel chart in Tableau with usages, examples & points to remember. You can learn more from the following articles –

Reader Interactions

Leave a Reply

Your email address will not be published. Required fields are marked *