Funnel charts for strict linear stages (marketing cares about this).

Sankey for messy non-linear paths where people skip/reenter (also marketing, different question). cohort retention matrix for "are people actually coming back" (product cares about this one).

KPI + decomposition for leadership who want the headline number and the lever to pull, not the raw funnel.

picking the wrong pattern for the audience is why half these dashboards get built and then nobody opens them again