Sankey Diagram

A Sankey diagram shows flows between stages or groups. Nodes represent the stages. The width of each connecting band represents an amount moving from one node to another.

Where 100 trial accounts came fromSample data

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Follow the amounts

Search contributes 60 trial accounts and Referral contributes 40. The Trial node therefore receives 100 accounts. Of those, 30 become paid accounts and 70 leave.

The example does not tell us how many Search trials became paid accounts. The two sources merge at Trial, and the diagram does not preserve their separate paths after that point.

Keep flows consistent

Use the same unit throughout: accounts, energy, material, or another quantity. At a node, incoming and outgoing amounts should balance when the process requires it. Show losses, additions, or stock changes explicitly when they explain a difference.

Do not treat repeated events as unique people. If one person can cross the same stage several times, state whether the flow counts people or events.

Make paths readable

Limit the number of nodes and reduce crossings where possible. Label important flows and make values available outside tooltips. Color can help readers follow a source, but should not be the only way to identify it.

For counts at successive stages without branching paths, a funnel chart is simpler. For changes that add to a starting balance, use a waterfall chart.