Chart Builder

Chart builder empowers you to transform raw data into meaningful visual insights that drive informed decision-making. With charts, you can identify trends, compare performance metrics, identify where users are dropping off in a process, and communicate complex data stories to stakeholders across your organization. With its intuitive interface for creating, managing, and sharing data visualizations, you can track performance, monitor user engagement, and analyze account-level metrics.

Chart Builder is part of Userflow's Product Adoption Insights suite — a set of analytics tools that take you from raw event data to targeted action without leaving the platform. Use Chart Builder alongside Dashboards, Funnel Analysis, and No-code Event Tracking to get a full picture of how users move through your product.

When you build a chart, you can choose two analysis types: Usage analysis and Funnel analysis.

Usage analysis generates charts that reveal trends and patterns in your data over time.
Funnel analysis tracks sequential user behavior through a process, showing you exactly where users drop off, where they encounter friction, and which segments might need re-engagement. The funnel can be viewed by users or by companies.

One of the key advantages of Chart builder is its ability to save your custom charts for future use. Once you've created the perfect visualization, you can save it as a template or reusable component, eliminating the need to recreate the same chart repeatedly. This means you can build a library of standardized charts for recurring reports, dashboards, or presentations, saving valuable time while ensuring consistency across your data storytelling.

The Chart builder streamlines the process from data exploration to actionable insights, allowing you to focus on analysis rather than recreating charts.

Creating a new chart

Select Charts from the sidebar and click Create chart.
Enter a descriptive name for your chart in the upper left.
Continue with the instructions below for each chart type: Usage analysis or Funnel analysis.

Usage analysis

Click Select event to choose a Userflow or Custom event.

Creating a new event
You can select Create new event from the list, however, you must subsequently track it using Userflow.js, our REST API, or our no-code event tracking for it to appear in users' Activity feed in Userflow.
(Optional) Enter a name for the metric as it should appear in the chart's legend. If nothing is entered, the default will be used.
Select whether you want to view data by unique event, company, or user.
Add one or more conditions to the selected metric.
Add additional conditions to customize the data included in the chart.
To add additional filters, select user or company attributes and segments in your account. Refer to Configuring companies and Users and Segments documentation to learn more about attributes and segments in your account.
(Optional) Add another metric to the chart. (You can add up to four metrics.) Add filters as needed.

Remove or duplicate a metric

To remove a step or duplicate a metric, use the ⋮ menu.

Usage chart types

Selecting the appropriate chart type is crucial for effectively communicating data and analysis. The wrong visualization can mislead, obscure significant trends, or fail to convey your message entirely. Select the chart type that best conveys your data.

Line chart: Best for showing trends and identifying patterns over time, such as changes in values.
Bar chart: Best for comparing a single value over time. (Cannot be selected when multiple metrics are chosen.)
Stacked chart: Best for illustrating how individual parts contribute to the whole across categories over time, as the format allows you to see both the total size and the proportional contributions of each segment.
Group bar chart: Best for comparing multiple subgroups within categories, as you can compare them in a side-by-side comparison.

Funnel analysis

A funnel chart visualizes how users move through a sequential process, showing where they engage and where they drop off at each step. This analysis helps you identify bottlenecks and optimization opportunities in user journeys. A funnel analysis can visualize:

Conversion optimization opportunities: Identify which steps in your process have the highest drop-off rates, so you can prioritize improvements with the greatest impact.
User experience insights: Identify friction points where users struggle or abandon a process, possibly indicating that a flow is too long or where there are points of confusion.
Performance tracking: Monitor how changes to your process affect conversion rates over time and measure the success of optimizations.
Segmentation analysis: Compare how different user or company segments move through the same funnel to understand varying behaviors.

Click Select event to choose a Userflow or Custom event.

Creating a new event
You can select Create new event from the list, however, you must subsequently track it using Userflow.js, our REST API, or our no-code event tracking for it to appear in users' Activity feed in Userflow.
(Optional) Enter a name for the step as it should appear in the chart's legend. If nothing is entered, the default will be used.
(Optional) Click Add condition to add specific conditions for the selected event. For example, for a Page Viewed event, you may want to indicate a specific Page URL.

Applying user and company attributes
Only event attributes can be added at a step level. User and company attributes can be applied at a global level. See Global filters section below for more information.
Click Add Step and repeat the above steps. Continue until all steps are added.
Maximum number of steps in a funnel = 10
Select User funnel or Company funnel to change the data view.

User funnel: Displays the count of unique users who performed a step in the funnel.
Company funnel: Displays the count of unique companies that performed a step in the funnel.
Click Save chart.
Important
If you see Save chart at the top of the page, it means there are unsaved changes. You must click Save chart or your changes will be lost if you do not save before exiting.

Remove or duplicate a step

To remove a step or duplicate a step, use the ⋮ menu.

Note
You cannot remove all steps; there must be at least one step in the funnel. Duplicate steps will appear below the original step.

Understanding the chart data

As you add steps and conditions, the data will display in the bar chart, with data listed below the chart. View data in the table below the chart or hover over a bar in the chart to view the data for each step.

Hover over a bar to view each callout. *(Note that only one will appear at a time.)*

Table data:

Step: The step in the funnel (listed in the order they appear in the funnel).
Number: The number of users who completed that particular step.
% Completion: The percentage of users who completed the first step in the funnel AND completed this particular step.
% Step Completion: The percentage of users who completed the previous step who also completed this particular step.
Drop-offs: The number of users who exited the funnel process at that particular step.
% Drop-off: The percentage of users who completed the first step in the funnel and exited at this particular step.
% Step Drop off: The percentage of users who completed the previous step who exited the funnel process at this particular step.

Bar chart callout data (hover over a bar to view):

Step 1: Contains the number.
Step 2: Contains the number + the % Completion and % Drop off from the previous step.
Steps 3+: Contains the number + % Completion and % Drop off from the previous step + % Completion and % Drop off from the first step.

Exporting funnel data

Take your funnel insights further by exporting the underlying user and company data directly to CSV. When you identify drop-off points or successful conversions in your funnels, you can download the specific users or companies at each stage for targeted follow-up and detailed analysis.

This export capability helps you act on insights immediately and enhance your analysis by combining funnel data with other business metrics in your analytics tools for comprehensive reporting. Whether you're investigating why users abandon a key flow or celebrating those who completed it, the data export puts the power of your funnel analysis directly into action.

There are two sets of funnel data you can export:

Users who reached the step in the funnel.
Users who dropped off from the previous step.

To export funnel data for analysis:

Hover your cursor to the right of the step you want to download funnel data for. Click the icon when it appears.
Select either the Reached step or From prev. step tab at the top of the list of users.
Click Export users as CSV.
Open the downloaded file to review or import the data to another system for analysis.

Global filters

You can apply global filters and individual metrics filters to customize the data in your chart. Global filters apply to all individual metrics in the chart. Click "Add global filter" in the upper-right corner, then add filters and conditions as needed. To apply filters to individual metrics, refer to the instructions in the Create a new chart section above.

Selecting time and display units

Time period

The chart defaults to a time period of the past 30 days. To customize the time period, select one of the defaults or enter a specific date range.

Number vs. Percentage

The chart defaults to displaying data using numbers (counts); however, you can choose to display data by percentages using the selectors in the upper right corner of the chart.

Use percentages when you want to show parts of a whole so viewers can easily see the relative contributions of each.
User numbers (counts) when viewers need absolute values, whether for individual metrics or as a comparison between multiple metrics.

Time units

The chart defaults to a weekly time unit, but can be changed to day or month.

Managing charts

Editing and saving a chart

Any element of a chart can be edited at any time. Select Charts from the Userflow sidebar, open the chart, and make the desired edits.

Whenever you make a change to a chart, you must actively save it. Even selecting different options on the page, such as Usage and Funnel chart buttons, will refresh/update the page, and the Save chart option will appear next to the chart title. If you exit without clicking Save chart, your changes will be lost.

Save before exiting
If you see the Save chart option at the top of the page, it means there are unsaved changes. If you wish to save your changes, click Save chart. You will not receive a warning to save your changes

You can share a chart with other Userflow users by selecting Share chart link from the More Options ⋮ menu.

A confirmation will appear in the lower left corner.

Deleting a chart

To delete a chart, open it from the chart listing and select Delete from the More Options ⋮ menu.

View or hide chart criteria

Use the collapse/expand arrow on either chart to expand or collapse the selected criteria for the chart.

Chart Builder