What is a Funnel?

A funnel (marketing funnel or sales funnel) is a model that visualises the path from potential customer to paying customer. The funnel narrows as prospects move further along: many people know your brand, fewer consider you, and fewer still end up buying.

The stages of the funnel

TOFU (top of funnel): awareness. Blogs, social media and SEA aimed at new audiences work best here. MOFU (middle of funnel): consideration. Lead magnets and whitepapers are effective here. BOFU (bottom of funnel): decision. Case studies, social proof and strong CTAs lead to conversion.

Funnels and advertising

In Meta Ads and Google Ads you match your campaign objectives to the funnel stage. Prospecting campaigns for TOFU to reach new people, remarketing for MOFU and BOFU to bring back people who have already shown interest.

Funnels and email marketing

Once someone signs up through a lead magnet, a drip campaign guides the lead through the funnel with lead nurturing until they are ready to buy.

Is a funnel always linear?

In theory yes, in practice no. Customers move back and forth between stages and touchpoints.

What is the difference between a funnel and the customer journey?

The funnel is the business perspective; the customer journey is the customer perspective. More at developers.google.com/search.