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6. Funnel Charts
Funnel charts are a great way of visualizing customers passing through the various stages of a sales pipeline. Find out how to create these charts in this lesson.
- Excellent way to visualize data from a sales pipeline
- Simply requires the names of each stage in the pipeline and the # at each stage
- Created using a bar chart or an area chart
- When creating funnel charts, try using the area chart which has better labeling options
Funnel charts are often used to visualize the passage of customers to the various stages of a sales funnel. In this example, we have five stages in our sales pipeline. Prospect, qualified lead, needs assessed, quote sent, and purchase.
Thankfully, this data is relatively straight forward to understand. What's less straight forward is how we create the relevant funnel in tableau. There are two different types of funnel that you can create in tableau. One uses a bar chart, and the other an area chart. We're going to cover both in this lesson. Let's start off sheet one with the bar chart option. I'll start by taking total and placing this in a column.
And I'll actually flip this to rows. Next, I'll take stage to color each bar, and I'll also add total to size and then sort from largest to smallest.
And if I fit width, this actually gives me a nice rough funnel. I can add stage to the label, and total as well.
While this funnel works quite well, using an area chart often results in a better visualization. Let's start on sheet two by adding the stage to the rows and the total to the columns.
And I'll sort from largest to smallest. I'll then flip the mark, area, and I'll make sure fit height is selected. And this gives me one half of my funnel. To get the other half, I'm going to need to create a calculated field that mirrors the values shown on screen.
Here I have total mirror, which is the name of my calculated field. And in the formula, you can see I've simply added a minus sign before total.
Let's now add this calculated field to my chart. This creates the funnel. Now I can add some labels to my chart. So on the left hand side, I'll add total.
And on the right hand side, I'm going to add percentage of total.
With a quick table calculation. As you can see, there's a slight problem with percentage of total. Because the percentage of total should apply only to the values and prospect. And not to all values in the column. To fix this problem, I'm going to create a calculated field that's going to be called percentage of prospects.
And this calculation will take the sum of total at each stage and divide by the window max of the sum of total.
And window max will simply pull the maximum value of the sum of revenue within the window, which will of course be the number of prospects. I'll then press okay. Remove my current label, add in the new label.
I'll then format this as a percentage, with one decimal place, and as you can see, my funnel is now complete. With the number of prospects representing a hundred percent, and the number of purchases representing nine point two percent of all prospects.
As I said at the beginning of this lesson, you can use either the bar chart or the area chart to create your funnel. But I think the area chart looks more intuitive and allows for better labeling.