FUNNEL

Use when

• pipeline attrition: ordered > shipped > cleared > delivered
• conversion reporting with the rate at each step

Do not use when

• non-subset stages (waterfall)
• more than 6 stages (aggregate)

See instead

• steps can gain as well as lose: CH-FLO-01

Alternatives

• CH-FLO-01 (gains and losses, not pure attrition)

Rules

• stages must be non-increasing (validated)
• conversion percentage printed between every pair of stages
• first stage takes primary; the rest recede to muted

Never do this

• funnel shapes with slanted sides (fake geometry)
• increasing stages
• more than 6 stages

QA before delivering

• stages non-increasing
• conversion rates printed
• stages <= 6
• unit once
• source present

Data shape

{
  "title": "74% of ordered items reached site; customs is the widest drop",
  "eyebrow": "PIPELINE . ORDER TO SITE",
  "source": "Source: sample dataset v1, 2026-07-12",
  "unit": "items",
  "stages": [
    {
      "label": "Ordered",
      "value": 1600
    },
    {
      "label": "Shipped",
      "value": 1421
    },
    {
      "label": "Cleared",
      "value": 1284
    },
    {
      "label": "Delivered",
      "value": 1180
    }
  ]
}