Funnel charts are best used to understand events in a sequential process, like prospect stages in a sales pipeline, engagement with a marketing campaign, or visitor movement through a website.
The largest bar in a funnel chart represents 100%, and each smaller bar represents some percentage of the largest bar. Typically, funnel charts are most effective when the first stage in the process is the biggest (100%) and each progressive stage decreases from there. Funnel charts can highlight whether a stage leads to particularly high attrition.
Building a funnel chart
You can choose to use a funnel visualization by clicking the ellipsis (…) in the Visualization bar and choosing Funnel.
A funnel chart comprises a single set of numbers and a single set of labels. In the Looker data table, this information can be:
- Oriented vertically, using one or more dimensions (the labels) and one measure (the numbers)
- Oriented horizontally, using a single row with multiple measures (the numbers) and the column headers (the labels)
The chart can work with both pivoted and non-pivoted data.
If you use multiple measure columns (multiple measures or a pivoted measure) with multiple rows of data, the funnel chart checks the first row and the first column, then displays whichever one produces more data points. However, you can use the Orientation setting to change the way the funnel reads the data table and flip the axes to go the other way.
Funnel charts can plot 50 bars at most. If your data contains more than 50 rows or 50 columns, use the Row Limit or Column Limit options to limit your rows to 50 or fewer.
Once your chart is created, you can use the visualization options menu, accessed by clicking the gear in the upper right corner of the visualization tab, to edit your chart. The visualization options are described on the rest of this page.
Some of the options listed in the menu may be grayed out or hidden in situations where they would conflict with other settings you have chosen.
Data bar options
Several options on the Data bar can affect both your visualization and the data table.
If your data table contains at least two dimensions, a Subtotals checkbox appears on the Data bar. Subtotals are currently enabled for only table visualizations; the checkbox is non-functional for other visualization types.
If your chart contains pivots, you can add row totals to your chart by checking the Row Totals checkbox in the Data bar. See the Exploring data in Looker documentation page for more information.
The arrow to the right of the Row Totals checkbox allows you to toggle the placement of the totals column between the far right default placement and a placement further to the left, after dimensions and dimension table calculations.
You can add column totals for measures and table calculations by selecting Totals in the Data bar. See the Exploring data in Looker documentation page for more information.
If your data table contains pivots, you can add a column limit to your chart by entering any number between 1 and 200 in the Column Limit box. Dimensions, dimension table calculations, row total columns, and measure table calculations outside of pivots are not counted toward the column limit. Pivoted groups each count as one column toward the column limit. See the Filtering and limiting data documentation page for more information.
You can add a row limit to your chart by entering any number between 1 and 5,000 into the Row Limit box on the Data tab. If your query exceeds the row limit you have set, you cannot sort row total or table calculation columns.
If you have the appropriate permissions, you can add table calculations to your chart by clicking the Calculations button on the Data tab. See the Using table calculations documentation page for more information.
If your Looker instance is enabled for custom fields, the Calculations button will not appear on the Data tab. Instead, you create table calculations from the Custom Fields section of the field picker.
Axes menu options
Label Left Axis
Turn on Label Left Axis to apply a label to the left axis. Looker will display a box where you can enter the label text.
Label Right Axis
Turn on Label Right Axis to apply a label to the right axis. Looker will display a box where you can enter the label text.
Bars menu options
The Bar Colors section lets you define the color palette for the chart.
Selecting a color collection and palette
Choose a color collection from the Collection drop-down menu. A collection allows you to create themed visualizations and dashboards that look good together. You can see all the palettes in each of Looker's built-in color collections on the Color collections documentation page. Your Looker admin may also create a custom color collection for your organization.
Once you select a color collection, the Palette section will update with a palette from that collection. If you'd like to change to a different palette in the color collection, click the color palette, which opens the palette picker. From there, you can view and select from all the palettes in the collection.
Choosing the type of palettes
If you use a sequential or diverging palette, each bar is colored on a scale along the palette. If you change to a categorical palette (a palette composed of multiple individual colors), colors are assigned to each bar in order. The first bar is assigned the first color, and so on. If there are more bars than colors listed, the colors repeat from the beginning of the palette.
Creating a custom color palette
To create a custom color palette, first select the Custom tab on the palette picker. You can edit your palette in several ways:
- Click on one of the colors present to edit it.
- Click the + or - buttons below the color palette to add a color to the end of the palette or remove a selected color. When you add a color to the end of a sequential or diverging palette, Looker automatically creates a scale between that color and the previous one.
- Click EDIT ALL at the bottom right of the menu to use a comma-separated list of color values.
To change a selected color, or edit all colors at once, you can input hex strings, such as
#2ca6cd, or CSS color names, such as
mediumblue, into the color value box at the bottom of the menu.
You can also click the color wheel to the right of the color value box to bring up a color picker, which you can use to select a color. The corresponding hex value for that color appears in the color value box:
If you click EDIT ALL, you'll see that the color value box is populated with all the hex codes of the color palette you've chosen or customized. Copying and pasting this list is the best way to copy custom color palettes from one chart to another.
Select Reverse colors to reverse the palette. For a sequential or diverging palette, each bar is colored on a scale along the palette in reverse order, starting with the color at the right end of the palette and moving to the left. For a categorical palette, this would apply the colors in the palette to each bar in reverse order, starting with the last color in the palette.
Smoothed Bars toggles whether to connect the outer edge of each bar in the funnel chart with the bars above and below it.
Orientation lets you specify whether the data for the funnel chart is drawn from the table rows or columns. You can also choose Automatic, which causes the funnel chart to choose data based on where there are the most data points.
Label Scale lets you specify the size of labels that are positioned both on top of the chart bars and on the sides of the chart. Labels have a minimum size and a maximum size which varies depending on the size of the chart. Enter a 0 to specify that the labels will be the minimum size. Enter a 1 to specify that the labels will be the maximum size. Enter a number between 0 and 1 to indicate a percentage, and the label size will be set to that percentage between the minimum and maximum size.
Labels menu options
Label Position lets you specify where your data labels will appear on the chart. You can choose:
- Left: data labels are on the left side of the chart
- Inline: data labels are in the center of the chart, inside the chart bars
- Right: data labels are on the right side of the chart
- Hidden: data labels are not shown
Each bar in the chart is assigned a percentage value. Percent Type determines whether each bar is assigned a percentage by comparing the bar's value to the largest value in the chart, or by comparing the bar's value to the previous bar in the chart.
Percent Position lets you specify where bar percentages will appear on the chart. You can choose:
- Left: percentages are on the left side of the chart
- Inline: percentages labels are in the center of the chart, inside the chart bars
- Right: percentages labels are on the right side of the chart
- Hidden: percentages labels are not shown
Value Position lets you specify where your data values will appear on the chart. You can choose:
- Left: data values are on the left side of the chart
- Inline: data values are in the center of the chart, inside the chart bars
- Right: data values are on the right side of the chart
- Hidden: data values are not shown
Color Label toggles whether to set a custom color for labels and percentages in the chart. If you toggle on Color Label, a color box appears. Click on the box to display the color picker and choose a custom color for the label and percentages. Inline labels will appear in the color chosen, and labels on either side of the chart will appear about 40% darker than the chosen color.
Viewing funnel charts in the new dashboard experience
When you view funnel charts in Looker’s new dashboard experience, they appear slightly different than when you view them as Looks, as Explores, or in legacy dashboard tiles. For example, the funnel chart shown at the top of this page appears as it’s shown below when viewed on a dashboard tile:
In the new style of funnel charts, the value of each bar is reflected in the bar’s height rather than its width.
If you click Explore from Here on a funnel chart dashboard tile, or if you open the edit window for a funnel chart tile, you will see the Look and Explore version of the funnel chart.