Updated
A sales funnel (also called a marketing funnel) describes how many people who see a brand for the first time gradually turn into a smaller number of customers. The funnel narrows at every stage.
Funnel stages
- Awareness (top of funnel): people find out you exist.
- Consideration (middle of funnel): they compare, read and look for reviews.
- Decision (bottom of funnel): they buy or send an enquiry.
- Retention: customers become repeat buyers and advocates.
The model builds on the AIDA model. The customer journey describes the same path from the customer’s point of view.
How to measure your funnel
Each stage needs a metric, for example impressions, visits, leads and sales. The drop off between stages shows where you lose the most people.
Funnel and campaigns
At the top, video, Demand Gen and social media help. In the middle, content and remarketing. At the bottom, Google Search and Shopping ads. If you only advertise at the bottom, you capture existing demand but grow more slowly over time.
Further reading: Facebook ads cost.
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