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Marketing vocabulary · Marketing Metrics

Funnel

Meaning in marketing, with examples

/ˈfʌnl/nounCore term

In marketing, funnel means: A model of the stages people pass through, from first hearing about a brand to buying, with fewer people at each stage, like liquid in a funnel.

In Turkish: huni, pazarlama hunisi, satış hunisi

How it is used

Marketers talk about the top, middle and bottom of the funnel (TOFU, MOFU, BOFU) and about full-funnel campaigns. Awareness ads work at the top; offers and retargeting work at the bottom. Also called the marketing funnel or sales funnel.

Example sentences

  1. We get plenty of visitors at the top of the funnel, but very few reach the checkout.

  2. This video is for awareness; it isn't meant to work at the bottom of the funnel.

Common collocations

  • marketing funnel
  • sales funnel
  • top of the funnel
  • bottom of the funnel
  • full-funnel
  • conversion rateThe percentage of people who take a wanted action, such as buying, signing up or calling, out of all the people who had the chance to do it.
  • customer journeyAll the steps a customer goes through with a brand, from first hearing about it to buying and using the product, and then coming back or leaving.
  • leadA person or company that has shown interest in a product, for example by filling in a form, and might become a customer.
  • brand awarenessHow well people in the target market know and recognise a brand, for example whether they can name it without help or recognise its logo.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Marketing Metrics

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