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A funnel chart displays a sequence of metrics as a top-down funnel, with each step labeled with its value and its percentage relative to the previous step. It’s the natural choice for showing conversion drop-off — the classic “how many people saw the ad, how many clicked, how many converted?” progression.

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When to use a funnel chart

  • Conversion drop-off analysis — Impressions → Clicks → Landing page views → Conversions.
  • Sequential metric comparison where each step should read as a fraction of the previous.
  • Presentation-ready reports that need to show a funnel narrative at a glance.

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Configure a funnel chart

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Mandatory fields

1

Pick a data source

In the Data sources section, select the data source to include.
2

Pick the funnel metrics in order

Click Edit on the Metric field to open the picker panel. Pick up to 20 metrics to make available in the widget’s dropdown, reorder them if needed, and set the active one shown by default. The active metric renders as a funnel step value — for example, Impressions first, Clicks second, Conversions third. New custom metrics can be created directly from the picker panel without leaving the chart widget.
Funnel charts don’t have a Group by picker — the steps come from the metrics picked, not from grouping the data. Widget changes save automatically when the settings panel closes. Persist changes to the dashboard by clicking Save dashboard.

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Optional fields

  • Widget filter — narrow the data feeding the widget. See Filters.
  • Hide metric value — hide items whose Ad Spend, Impressions, or Link Clicks meet a threshold. Two blocks are available: a preset “Value = 0” checkbox per metric, and a custom threshold block with an operator (default ≤) and value. Both can be combined.
  • Period — override the dashboard’s date range. See Date ranges.

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Reading the funnel

Each step in the funnel shows:
  • Step name — the metric name.
  • Percentage — the step’s value as a percentage of the previous step. The first step always reads 100%.
  • Metric value — the raw metric value for that step.
For example, if Impressions = 10,000 and Clicks = 250, the Clicks step reads Clicks (2.5%) 250 — meaning 2.5% of the previous step converted to this one.
The funnel’s visual proportions follow a fixed geometric shape so the drop-off reads cleanly — the width of each step is not proportional to the metric value itself. The percentage label is what tells the real story.

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Step order

Steps render in the order the metrics were added. There’s no automatic sorting — reorder the metrics in the settings panel to reorder the funnel steps.

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Comparison mode

Funnel charts do not render comparison values. Even when the Compare toggle is on, the funnel draws only the primary window.

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Widget styling

Global widget style settings — font, border, background, and color themes — apply to every widget through the Dashboard style settings. On top of those, Funnel chart widgets have style options unique to this widget type:
  • Color type — toggle between Solid and Gradient for the fill of each funnel segment.
  • Data text — HEX color for the label text drawn on each segment (percentage and metric value).
  • Funnel border — border color (HEX) and weight around each funnel segment.

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Troubleshooting

The previous step’s value is 0 (or missing), so the percentage can’t be computed. Confirm each metric in the funnel produces values in the current date range.
The visual proportions are fixed — the width of each step doesn’t reflect the metric value. The percentage label under each step is what conveys the actual drop-off between steps.
Metrics render in the order they were added to the settings panel. Remove and re-add them in the desired top-to-bottom sequence.
The funnel widget displays step-by-step conversion rates — each step’s percentage equals the current step divided by the previous step, not divided by the first step.To see cumulative rates versus the top of the funnel, a product change is required. File a feature request with support.

Ads Table

Raw values across the funnel metrics with breakdowns.

Column chart

Compare funnel metrics side by side across categories.