Funnel chart maker

How to make it here

1. Drop an export from Google Ads, Search Console, Naver, your analytics tool or CRM, or paste a table.
2. SheetGlance finds step columns such as impressions, clicks and conversions and puts them in order. Untick or reorder steps if you like.
3. Read the step-by-step conversion rates and the weakest step, then copy the chart.

What is a funnel chart?

A funnel chart shows a process as a series of steps, each one smaller than the last: 100,000 people see an ad, 3,000 click, 2,500 reach the page, 300 sign up and 60 buy. Drawing it as a funnel makes two numbers easy to read: the step conversion rate (how many of the previous step carried on) and the overall conversion rate (how many of the first step made it to the end).

Funnels are the everyday chart of search marketing, e-commerce and sales: the SEM funnel from impressions to purchases, the SEO funnel from search impressions to sign-ups, the checkout funnel from cart to payment and the sales pipeline from lead to closed deal.

Two ways to lay out your data

One column per step, the usual format of ad and analytics exports:

SheetGlance adds up each column across all rows (or the rows you filter) and builds the funnel from the totals.

One row per step, common in CRM and survey summaries: a column with step names (Visit, Sign-up, Order, Payment) and a column with counts. Choose “Rows” in the chart settings and pick the two columns.

How to read a funnel

• Look for the biggest drop, measured as the step conversion rate, not the raw number. A drop from 100,000 impressions to 3,000 clicks is normal for ads (a 3% click-through rate); a drop from 2,500 visits to 300 sign-ups (12%) may be where your landing page loses people.
• Compare with benchmarks for your channel. Search ads often see click-through rates of a few percent; organic results vary with position.
• Compare segments. Filter by channel, campaign, device or keyword: a funnel that looks fine overall often hides one segment that converts far worse.
• Check the order and the counting. If a later step is larger than an earlier one, the columns are probably counting different things, such as clicks per keyword and sign-ups per site.

Funnels for SEO and SEM

For SEM (paid search on Google Ads, Microsoft Advertising or Naver), export the campaign or keyword report with impressions, clicks, conversions and cost. The funnel shows click-through rate and conversion rate in one picture, and the dashboard adds trends by day, a breakdown by campaign and a keyword cloud.

For SEO, combine Google Search Console (impressions and clicks per query or page) with your analytics (sessions and conversions). A low click-through rate points to titles and snippets; a low visit-to-conversion rate points to the page itself.

How to make a funnel chart in Excel

1. Put the step names in one column and the values in the next, from the largest step to the smallest.
2. Select both columns.
3. In Excel 2019 or Microsoft 365, go to Insert → Charts → Insert Waterfall, Funnel, Stock, Surface or Radar Chart → Funnel.
4. Add data labels from the + button. Excel shows the values but not the conversion rates; add a column with =B3/B2 to calculate them.

In older versions, a stacked bar chart with an invisible first series is the usual workaround.

How to make a funnel chart in Google Sheets

Google Sheets has no funnel chart type. The common workaround is a stacked bar chart: add a helper column that pads each bar by half the difference to the largest step, then make that series transparent. It works, but the conversion rates still have to be calculated by hand. Downloading the sheet as CSV or XLSX and dropping it here is quicker.