Chart Pattern · Reference

Sankey (Non-Linear Journey)

Flow with branching · multi-path attribution

Customer journey · channel → touchpoint → conversion

Width of flow = volume · branching paths reveal real behaviour, not just the funnel ideal

✓ When to use

  • Showing real flows with branching (page paths, energy, money)
  • Tracking cross-stage migration (plan migration, segment migration)
  • Multi-touch attribution where customers can revisit

✗ Avoid when

  • Linear single-path conversion — funnel is simpler
  • >10 nodes — Sankey becomes spaghetti
  • No clear left-to-right flow direction — use a chord diagram

★ Best practice

  • Order nodes vertically by volume within each column
  • Cap at ~8 nodes; lump tiny flows into "Other"
  • Use color to highlight one critical path (the success route)
  • Always include hover with both volume and percent