Understanding the Marketing Funnel

The marketing funnel is a simple way to think about customer journey: attract (top), engage (middle), convert (bottom). Even if you're new to media buying, it's like guiding someone from window shopping to purchase, use different strategies per stage for best results.

Steps to Build a Funnel Structure

Create an effective funnel in minutes:

1. Map your funnel: Top (TOFU: awareness—broad reach), Middle (MOFU: consideration—interest nurturing), Bottom (BOFU: conversion—direct action).
2. Create campaigns for each stage: TOFU for impressions, MOFU for clicks/sign-ups, BOFU for sales.
3. Use targeting: Broad segments (e.g., Web3 Native) for TOFU, retargeting (e.g., pixel events) for BOFU.
4. Track events: Page views for TOFU, conversions for BOFU (see Article 4).
5. Optimize flow: Use retargeting to move users down the funnel (see Article 10).
6. Review drop-offs in HUB’s Reporting tab to identify weak stages.

Funnel Stages Explained:

• TOFU (Awareness): Attract strangers with broad ads (e.g., video ads for reach).
• MOFU (Consideration): Build interest with educational content (e.g., banners for engagement).
• BOFU (Conversion): Close with offers (e.g., in-app ads for purchases).
• Post-Funnel (Retention): Retain users via retargeting for repeat actions.

Best Practices: Allocate budget roughly 40% TOFU, 30% MOFU, 30% BOFU; use retargeting to guide users to the next stage; test messaging per stage (e.g., “Learn More” for TOFU, “Buy Now” for BOFU); start with TOFU and BOFU for beginners.

Troubleshooting: Funnel not converting? Ensure targeting aligns with stage goals (see Article 12). Low TOFU reach? Broaden segments or increase budget. High drop-offs? Improve MOFU content or creative. Data missing? Verify pixel and event setup (see Articles 3-4).

Table: Funnel Stages and Strategies

FAQs

• What is a marketing funnel? A framework guiding users from awareness to purchase.
• Why structure a funnel? It improves efficiency and reduces wasted ad spend.
• Beginner tip? Start with automated targeting (see Article 13) and two stages (TOFU, BOFU).
• What’s retargeting’s role? Key for MOFU/BOFU to re-engage warm leads (see Article 10).
• How to measure success? Track drop-off rates and conversions in HUB’s Reporting tab.
• Post-funnel strategies? Use retargeting for retention (e.g., repeat purchases).
• Which events to track? Impressions for TOFU, clicks for MOFU, conversions for BOFU (see Article 4).