How to make a funnel chart
- Enter the stages in order from top to bottom, one per row.
- Enter the count for each stage. Each stage should normally be smaller than the one before it.
- Choose a tapered funnel or centered bars, and which conversion percentages to display.
- Pick one color for all stages or a color per stage.
- Download the chart.
Data format
| Column | Type | Notes |
|---|---|---|
| Stage | Text | Required |
| Value | Number (zero or positive) | Required |
Up to 30 rows. One row per stage, in order from the top of the funnel to the bottom. Each bar’s width is proportional to its value, and conversion rates between stages are calculated for you.
Customization options
- Tapered funnel or centered bars. In both shapes, the width at the top of each stage equals its value.
- Percent of first stage and/or percent of previous stage labels.
- Single-color or multicolor stages.
- Gap between stages and value labels that sit inside or beside each stage depending on the space.
Downloading and exporting
- PNG: best for slides, documents and the web. It supports transparent backgrounds, and you can choose standard, 2×, 4× or slide-sized (1920 × 1080) output.
- JPEG: a smaller file with a solid background.
- SVG: a true vector file. It stays sharp at any size and can be edited in Illustrator, Inkscape or Figma.
- PDF: vector PDF sized to the chart, A4 or US Letter. If your labels use characters outside the standard PDF fonts (for example Chinese, Arabic or emoji), the PDF uses a high-resolution image instead and tells you.
- CSV and .json: your data, or the whole chart with its settings, to re-open later.
When to use a funnel chart
- Sales, marketing and sign-up funnels: visitors → leads → customers.
- Recruitment pipelines: applicants → interviews → offers → hires.
- Any sequential process where items drop out at each stage.
When to choose a different chart
- Stages aren’t sequential or don’t form a subset chain. Use a bar graph.
- Flows split into multiple paths. A Sankey diagram shows branches.
- You need to show gains and losses, not drop-off. Use a waterfall chart.
Common mistakes to avoid
Stages out of order
If a later stage is larger than the one before it, the tool warns you. Either the order is wrong or the stages aren’t a true funnel.
Mixing time windows
Make sure every stage counts the same cohort over the same period, or the conversion rates are meaningless.
Decorative widths
Some tools draw every funnel at a fixed taper regardless of data. Here, widths are always proportional to values.
Practical examples
E-commerce checkout
12,000 visitors → 6,200 product views → 2,100 add-to-carts → 1,250 checkouts → 840 purchases (7% overall).
Hiring pipeline
420 applicants → 96 phone screens → 31 interviews → 8 offers → 6 hires.
Email campaign
Sent → delivered → opened → clicked → converted.
Two kinds of conversion rate
Percent of first is cumulative: of everyone who entered the funnel, how many reached this stage? Percent of previous is step-by-step: of those who reached the previous stage, how many continued? The step rate shows exactly where the biggest leak is. In the example, 33.9% of product viewers add to cart, while 67.2% of people who start checkout complete it.
Frequently asked questions
How are conversion rates calculated?
“% of first” is the stage value ÷ the first stage value. “% of previous” is the stage value ÷ the previous stage value. Both appear in the table under the chart.
Can a stage be larger than the previous one?
It is drawn accurately, but you get a warning because it usually means the stages are in the wrong order.
How many stages can I add?
Up to 30, though most funnels have three to seven.
Can I show the funnel as bars?
Yes. Set Shape to Centered bars.
Is my business data private?
Yes. Everything runs in your browser and nothing is uploaded.
Your data stays private
Charts are drawn by your browser. Your data isn’t uploaded to our servers; it is kept only in this browser’s storage, for autosave and saved charts, until you clear it. See our privacy policy.