Create and Customize a Funnel Chart in Microsoft Excel

A funnel chart is great for illustrating the gradual decrease in data as it moves from one level to another. With your data, we’ll show you how to easily insert and customize a funnel chart in Microsoft Excel.

As the name suggests, a funnel chart has its largest section at the top. Each subsequent section is smaller than its predecessor. When you see the largest gaps, you can quickly identify stages in a process that can be improved.

When to use a funnel chart

Most commonly used to show stages in a sales process, you can use a funnel chart for other types of data as well. As an example, you can use one to indicate an information flow, order fulfillment procedure, or business process flow.

For this guide, we’ll stick with the sales dates. We have an email campaign for our new membership program. We’ll use a funnel chart to show the process from the email explosion to prospective members to those from that pool who have subscribed.

As our funnel chart progresses, we’ll show numbers for each category or level:

  • Emails sent
  • Emails opened
  • Link visited
  • Signed up for trial
  • Drawn

Create a funnel chart in Excel

Open your table in Excel and select the block of cells that contain the data for the chart.


Go to the Insert tab and the Charts section of the ribbon. Click the arrow next to the Insert Waterfall, Funnel, Stick, Surface, or Radar Chart button and choose Funnel.

The funnel chart is inserted right into your table. From this you can review the data and, as mentioned earlier, identify the biggest gaps in your process.

Funnel chart inserted

To the example, here we see the enormous reduction in the number of emails sent to the number of opened ones. So we know that we need to better convince potential members to actually open this email.

We can also see the small gap between those who signed up for the trial and then subscribed. This shows us that this particular phase of the process is working pretty well.

Customize your funnel chart

As with the other chart types in Excel For example, a waterfall or a tree map, you can customize the funnel chart. Not only does this help you include the most important elements on your diagram, it also gives the appearance a little bit of a boost.


The best place to start when editing your diagram is the title. Click the standard Chart Title text box to add your own title.

Enter    a chart title

Next, you can add or remove chart elements, choose a different layout, choose a color scheme or style, and customize your data selections. Select the chart and click the Chart Design tab that appears. You can see these options on the ribbon.

Chart Design tab for a funnel chart

To customize line styles and colors, add a shadow or 3-D effect, or customize the chart to exact dimensions, double-click the chart. This will open the Format Chart Area sidebar, where you can use the three tabs above to customize these chart elements.

Format sidebar chart area

With Excel On Windows, you have several additional ways to edit your diagram. Select the chart. There are two buttons on the right. Above are diagram elements and below are diagram styles.

  • Chart elements: Add, remove, or reposition items such as data labels and a legend on the chart.

Chart elements

  • Chart styles: Use the Style and Color tabs to add some pizzazz to your diagram.

Chart styles

After you’ve customized your chart, you can also move it around or resize it to fit your table nicely. To move the chart, just select it and drag it to the new location. To resize, select it and drag in or out from an edge or corner.

Change the size of a funnel chart to Excel

If you have city, state, or other location data, here’s how to turn a geographic map chart into. create Excel.

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