SDM Funnel
The SDM Funnel is a custom Power BI visual that displays a multi-step funnel (awareness → consideration → purchase, survey drop-off, conversion pipelines…) with built-in leakage tracking, statistical significance testing against a comparison, competitor/other-partition comparison, and up to 8 extra data columns per step.
Key Features
| Feature | Description |
|---|---|
| Any number of steps | Steps are the distinct values of the Funnel Steps categorical column, drawn as tapering bars ordered by descending score |
| Grouped funnels | Optional Group By role repeats the whole funnel per value (e.g. one funnel per country or brand), side by side |
| Leakage tracking | The drop-off (%) between consecutive steps is computed and shown in a pill at each junction, with an optional legend explaining the pill colors |
| Significance testing | A two-proportion z-test flags whether a group's score — or its leakage — is significantly above/below a Comparison (a segment average, another category, another year… whatever you bind), at a 90/95/99% confidence level |
| Competitor comparison | Up to two additional "partitions" (Second / Third) overlay their own leakage % on the left of the funnel, connected by a configurable arrow shape |
| Up to 8 extra columns | Each step can show either a Continuous measure (Value, Gap vs. the main score, Comparison value, Comparison Gap, or the combined variants, with configurable Precision and colored by significance) or a Discrete text/ordinal value (e.g. "1st", "2nd") shown as-is — editable via a JSON dialog behind a ⚙ gear icon |
| Report interactivity | Each bar is a real data point: click to cross-filter the rest of the page, hover for a tooltip, right-click for the standard Power BI menu — see Interactivity below |
| Group header | Optional logo and/or name above each group's funnel |
| Decorative frame | Optional card/frame around each group, with background, shadow and halo |
| Full typography control | Independent font family/size/style for the value, step label, competitor text, column cells and leakage legend |
| Localization | Format pane fully localized in 10 languages |
| Licensing & watermark | Free / Pro plans, watermark removed with a valid key |
Interactivity
Every bar is one data point — the intersection of a step and a group — and behaves like a data point in any native Power BI visual:
| Gesture | What happens |
|---|---|
| Click a bar | Selects that step for that group and cross-filters the other visuals on the page. Bars outside the selection dim so the selected one stays legible. |
| Ctrl / ⌘ + click | Adds to the selection instead of replacing it — pick several steps, or the same step across several groups. |
| Click elsewhere in the visual | Clears the selection. |
| Hover a bar | Shows a tooltip with the group, the step, its score, and the step-to-step leakage when one applies — followed by any measure bound to the Tooltips role. |
| Right-click a bar | Opens the standard Power BI context menu (drill-through, Include / Exclude, …) for that data point. |
Selections made in other visuals are reflected back on the funnel, and the visual respects the report's Edit interactions settings — where a report author has switched interactions off, clicks and the context menu are inert.
Editions
| Feature | Free | Pro |
|---|---|---|
| Any number of steps & groups | Yes | Yes |
| Leakage & significance testing | Yes | Yes |
| Competitor comparison (2nd/3rd partition) | Yes | Yes |
| Extra columns (up to 8) | Yes | Yes |
| Watermark | Shown | Hidden |
| Support | Community |
When to use it
The Funnel visual is built for step-based conversion or drop-off analysis where you also need to know whether a group's performance is statistically different from a benchmark — not just visually different. Typical scenarios:
- Marketing/CRM funnels: Awareness → Familiarity → Consideration → Purchase, per brand or per country
- Survey drop-off analysis with a significance test against a category/segment norm, another year, or any other comparison point
- Competitive benchmarking: overlay one or two competitor (or "market average") leakage tracks next to your own funnel
- Multi-KPI step tables: add extra columns (NPS, satisfaction, repeat rate, a discrete rank…) per step, colored red/green against their own comparison
When Group By is bound, a single Funnel visual instance draws one funnel per group value, side by side, all sharing the same step order. See Data Roles for details.