Chart Pattern · Reference

Funnel (Linear Journey)

Stage-wise conversion · sequential drop-off

Lead → Customer funnel

Each step shows volume + step-conversion · final = 6.4% lead-to-customer

✓ When to use

  • Sequential, single-path conversion (apply → screen → interview → offer)
  • Identifying the biggest drop-off step
  • Tracking conversion improvement period over period

✗ Avoid when

  • Customers can branch or loop back — use Sankey instead
  • Not actually sequential (filters or facets) — use bars
  • Few stages (≤3) — funnel chart wastes space

★ Best practice

  • Always show step-conversion %, not just totals
  • Color by intent or status (cold → warm → hot)
  • Anchor with top-of-funnel = 100% and end-to-end %
  • Annotate the worst-converting step with a callout