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How to Create a Funnel or Pyramid Chart

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A funnel or pyramid chart typically shows the number (or percentages) of things to move to the next step in a process or journey. A common example is a brand funnel which shows the conversion rates for consumers moving through purchase stages from brand awareness through brand loyalty. This article describes how to go from a table containing brand health data...

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...to a brand funnel.

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Requirements

  • You need a table that contains data in at least one column, where the data is arranged in hierarchical order with the largest number first and the smallest last (or vice versa). If creating a brand funnel, you can also use a brand health table as the input, see How to Create a Brand Health Table.

Method 1 - Using the visualization menu

  1. From the toolbar, click Visualization Screenshot 2024-04-24 122108.png > Bar > Funnel.
  2. Under Data > Data Source > Data select the table that contains the data.
  3. OPTIONAL:  Go to Chart > Data Series > Color palette and select Blues, light to dark.
  4. OPTIONAL:  Go to Chart > Data Labels and select Show data labels.

Method 2 - Using an existing table

  1. Select the table.
  2. From the object inspector, click Visualization > Bar > Funnel.
  3. OPTIONAL: Under the Chart tab of the object inspector, you can make further adjustments to the appearance of the visualization.

If your data is sorted with the largest number in the first row, your output will be a funnel.  If it's sorted with the smallest number in the first row, it'll be a pyramid. This can be swapped around by selecting Data > Row Manipulations > Reverse rows.

If your table contains multiple columns and you want to make one chart for each column, then update to Data > Visualization > Bar > Small Multiples Funnel:

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Note

Important information about editing captions: 

Visualization caption edits may not be retained when a visualization with a nested table is switched back to a table. Normally, this only occurs when you double-click the caption and edit the text directly. As a workaround, we recommend using Appearance > Caption > Edit caption to edit your captions.

Next

How to Build a Brand Funnel Using R

How to Combine Variable Sets as a Grid

How to Create Top Category Variable(s) (Top 2 Box, Top 3 Box, Top K Box)

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