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How to create Funnel chart in Tableau

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In this blog you will learn about how to create a funnel chart in Tableau. A funnel chart is a special chart that shows a multi-stage process, where the number of items or units decreases at each stage. It is shaped like a funnel, with a wide top and a narrow bottom. This type of chart is particularly useful for understanding conversion rates, drop-offs, and bottlenecks in a process.

Components of funnel chart in Tableau:

  • Stages: Represent individual steps in a process, such as lead generation, qualification, or purchase in a sales funnel.
  • Width of segments: Shows the amount or proportion of units in each stage, with the widest segment at the top and the narrowest segment at the bottom.
  • Percentage or count: Displays the ratio of units in each stage compared to the previous stage.
  • Flow direction: The chart typically flows from top to bottom, showing how the initial number decreases through each stage.

Use Case of Funnel chart in Tableau

  • Sales pipeline analysis: Commonly used in sales to visualize the sales pipeline, showing how many leads progress through each stage and where drop-offs occur.
  • Marketing campaigns: Tracks the customer journey from awareness to conversion, helping marketers understand where potential customers are lost.
  • Website conversions: Used in web analytics to track the conversion funnel, such as how visitors progress from landing on a website to making a purchase.
  • Customer support: Represents the resolution process in customer support, helping to identify stages where issues often remain unresolved or are delayed.
  • Project management: Tracks the progress of tasks or deliverables through various stages, helping project managers identify where tasks are stuck.
  • Recruitment process: Visualizes the recruitment process, tracking the number of candidates in each stage from application to hiring, helping HR teams refine their processes.

Dataset description

There are six attributes that are included in the dataset that pertain to product sales. These attributes are as follows: Category, Product, Quantity, Unit Price, Total Price, and Profit. These attributes provide insights on the performance and profitability of other things. You can download the dataset from here.

Steps to create Funnel Chart in Tableau

Step 1: Open Tableau

Step 2: Click on Text file to connect with Tableau

There are lots of data sources that you can use in Tableau such as Microsoft Excel, JSON file, Microsoft Access, Microsoft SQL Server, and MySQL

Step 3: Browse csv file (or other file format as your need) and click on Open

Step 4: Click on Sheet 1 (Worksheet) to make visual

Step 5: Drag Total Price in Rows and Product on Color under Marks Card

Step 6: Click on Dropdown with Standard and select Entire View

Step 7: Drag Total Price on Size under Marks Card

Step 8: Click on descending order icon

Step 9: Drag Product on Label and again drag Total Price on Label

Step 10: Right click over Total Price Measure (Label) under Marks Card and select Quick Table Calculation to select Percent of Total

Step 11: Click on Label and Select Browse icon (…)

Step 12: Select <Product>; Give size = 20 and make font bold, then click on OK

Step 13: Right click over Sheet and select Format

Right Click

Step 14: Click on Lines icon and select None in Zero Lines

Step 15: Right click on Category in Table and select Show Filter

Note:

  • Now, we can use filter according to Category

Example: First, we deselect (All) and select Electronics

Output:

Conclusion:

Funnel charts are a powerful tool for visualizing processes with sequential steps, where volume decreases at each step. Using funnel charts, you can identify significant drop-offs, analyze conversion rates, and pinpoint bottlenecks, leading to optimization and improvement. Creating funnel charts in Tableau is straightforward, and with advanced features like dynamic filters and custom calculations, you can tailor the chart to meet specific business needs. Whether in sales, marketing, customer support, or project management, funnel charts provide valuable information for improving efficiency and effectiveness.

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