# Marketing Funnel > [!summary] Definition A visual representation of the process through which > people go from first learning about a brand to becoming loyal customers. - Marketing Funnel is the business side of User Journey Map - Getting desirable outcomes for ToFU, MoFU, and BoFU ## Phases of the Funnel - Awareness (among target audience) - ToFU, first encounter of the brand - Consideration - ToFU - Conversion - LoFU, when a potential customer takes a desired action (making a purchase) - Loyalty - LoFU ## Tactics at Each Stage - Awareness - let the customers get to know and remember the brand, be memorable, as customers may wait for weeks even years before shifting to consideration stage - Consideration - increase the chances that a potential customer will eventually make a purchase - Conversion - make it easier to find answers and build trust - Loyalty - create great purchasing experience ## Metrics - Awareness - Impressions = total number of times an ad appears on people's screens - Reach = total number of unique individuals who encounter an ad across their different devices - Frequency = how many times each individual encounters an ad in a given timeframe - Consideration - all about **engagement** - How often customers search for your business online - Number of first-time visitors - Number of pages per visitor - How long visitors spend on a page - Email or newsletter signup - Conversion - Number of conversions - Time to conversion - Cost per conversion - Average number of touchpoints - Average order size - Cart abandonment - Loyalt - Rate of repeat purchases - Length of time between purchases - Number of orders per customer - Rate of account activation after sign-up - Engagement with rewards program ## Variations of the Funnel - Traditional: Awareness, Interest, Decision, Action - Combined marketing and sales: Awareness, Interest, Desire, Action, Conversion - Digital marketing: Awareness and Engagement, Consideration, Re-marketing, Conversion, Retention - E-commerce: Awareness, Consideration, Differentiation, Purchase, Brand readiness - Social media: Awareness, Consideration, Action, Engagement, Advocacy - Content marketing: Awareness, Evaluation, Conversion