Alluvial diagrams are flow diagrams that show how items redistribute across categories at multiple stages. Unlike Sankey diagrams which show flows between named nodes, alluvial diagrams emphasize categorical changes over time or stages — making them ideal for survey response analysis, customer journey mapping, and longitudinal cohort studies.

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{
  "title": {
    "text": "Customer Journey Flow"
  },
  "data": [
    {
      "from": "Organic",
      "to": "Free Trial",
      "value": 4200
    },
    {
      "from": "Paid Ads",
      "to": "Free Trial",
      "value": 2800
    },
    {
      "from": "Referral",
      "to": "Free Trial",
      "value": 1600
    },
    {
      "from": "Referral",
      "to": "Direct Purchase",
      "value": 900
    },
    {
      "from": "Free Trial",
      "to": "Pro Plan",
      "value": 3100
    },
    {
      "from": "Free Trial",
      "to": "Business Plan",
      "value": 1800
    },
    {
      "from": "Free Trial",
      "to": "Churned",
      "value": 3700
    },
    {
      "from": "Direct Purchase",
      "to": "Business Plan",
      "value": 900
    },
    {
      "from": "Pro Plan",
      "to": "Retained",
      "value": 2600
    },
    {
      "from": "Pro Plan",
      "to": "Upgraded",
      "value": 380
    },
    {
      "from": "Pro Plan",
      "to": "Cancelled",
      "value": 120
    },
    {
      "from": "Business Plan",
      "to": "Retained",
      "value": 2400
    },
    {
      "from": "Business Plan",
      "to": "Cancelled",
      "value": 300
    }
  ],
  "series": [
    {
      "type": "alluvial",
      "sourceKey": "from",
      "targetKey": "to",
      "valueKey": "value",
      "fills": [
        "#6366f1",
        "#8b5cf6",
        "#f43f5e",
        "#f59e0b",
        "#10b981",
        "#06b6d4"
      ],
      "fillOpacity": 0.7
    }
  ]
}

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Tracks how customers flow from acquisition channel through product tier to retention or churn outcomes.

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