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.
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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.
Step 2: In the new worksheet, drag the Revenue field (measure) to the Rows shelf.
Adjust the size of the bar.
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.
Step 4: Click on the Sort icon to sort as per the descending order by Revenue.
Tableau will rearrange the chart, as shown below.
Step 5: Drag Sub-Category and Revenue to the Label.
Step 6: Drag Sales to the Size in the Marks card.
Step 7: Click on the Color – Edit Colors. From the Select Color Palette, choose a value from the drop-down menu.
Now, your Tableau Funnel chart is ready for visualization.
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.
Step 3: Apply data sorting using the Sort descending by Sum of Net Profit within the Region icon.
Tableau will sort it automatically, as shown below.
Step 4: From the Marks Type dropdown, select Area.
Tableau will rearrange the chart as shown below.
Step 5: Change the view from Standard to Entire View.
Tableau will adjust the view to fit into the entire view, as shown below.
Step 6: Drag Net Profit to the Columns shelf and edit the formula to create a negative Net Profit measure.
Tableau will create a view as shown below.
Step 7: Click on the sort ascending order icon.
Now, your Tableau Funnel chart is ready for visualization.
Step 8: Drag Region to the Color in the Marks card.
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.
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.
Step 2: Create a calculated field in your dataset by right-clicking on the Data pane and selecting the Create Calculated Field.
Step 3: Specify the logic for the calculated field.
Once you click on OK, the field will be created and visible in the Data pane.
Step 4: Repeat the step 3 to create another calculated field.
Here, we have created six calculated fields using step 3. The fields are visible in the Data pane.
Step 5: Drag the measures to the Columns shelf.
Step 6: Drag the Sales Stage to the Rows shelf.
Step 7: Right-click on each of the measures and select Compute Using – Table (down).
Step 8: Repeat the same steps for all the calculated fields you have created.
Step 9: Change the view from Standard to the Entire View.
Step 10: Change the Marks type from Automatic to Area.
Step 11: Drag the Sales Stage field from the Data pane to the Color in the Marks card.
Step 12: On the toolbar, rearrange the Sales Stage as shown below.
Step 13: Navigate to Analysis – Stack Marks – Off.
Tableau will change the visual in the view.
Step 14: Control-click the Measure Values in the Columns shelf.
Step 15: Right-click on the bottom Axis and select the Edit Axis.
Step 16: Select the Reversed option under the Scale section.
Tableau will create a funnel chart.
Step 17: Remove all the headers on both the x-axis and y-axis by unticking the Show Header option.
Step 18: Remove the filters by selecting All.
Tableau will remove all the grid lines and axis labels.
Step 19: Add labels to the funnel chart.
Step 20: Click on Label – Alignment. Adjust the Horizontal and Vertical alignments.
Step 21: Click on Color and increase the Opacity to 100%. Now, your Tableau funnel chart is ready for visualization.
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.
Step 2: In a new worksheet, drag Frame (Measure) to Columns and Funnel (Dimension) to Rows, respectively.
Step 3: Click on the sort descending order icon.
Tableau will sort the chart as per the descending order of the Frame.
Step 4: Right-click on the Data pane and select Create Calculated Field…
Step 5: Specify the logic for the calculated field
Step 6: Drag the newly created calculated field to the Columns shelf.
Step 7: Drag the Funnel to the Color in the Marks card.
Step 8: Drag the Category to the Filters shelf and choose the values to filter.
Tableau will create a color-coded view as shown.
Step 9: Change the view from Standard to the Entire View.
Tableau will fit the visual to the entire view.
Step 10: Drag Sales KPI to the Label under SUM(Negative Frame)
Step 11: Drag Customer Conversion % to the Label under SUM(Frame)
Step 12: Right-click on the view and choose Format.
Step 13: Apply customized formatting such as borders, and columns as required.
Step 14: Similarly apply formatting on Grid lines, zero lines, etc.
Step 15: Drag the Category from the Filters shelf to the Columns shelf. Now your Tableau view is ready for visualization.
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.
Step 2: Join the two datasets using the Sales Stage ID.
Step 3: Drag Product Revenue to the Rows shelf.
Step 4: Adjust the size of the bar in the view.
Step 5: Drag the Sales Stage to the Color in the Marks card.
Step 6: Click on the sort order icon.
Step 7: Drag the Product Revenue to the size, Sales Stage, and Product Revenue to the Label in the Marks card.
Step 8: Right-click on the Product Revenue and select Quick Table Calculation – Percent of Total.
Tableau will update the absolute numbers to the percentages.
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.
Now you can see the different colors for your Tableau Funnel chart.
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.
Step 2: Drag the Price (measure) to the Rows shelf.
Step 3: Drag the Status field to the Color in the Marks card.
Step 4: Drag Price to the size in the Marks card.
Step 5: Click on the sort descending order icon.
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.
Step 7: Click on the down arrow next to the SUM(Price) and select Quick Table Calculation – Percent of Total.
Tableau has added the data labels along with the percentage values.
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)
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.
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.
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.
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.
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