What is the top of the funnel?
The top of the funnel, often shortened to TOFU, is the first stage of the marketing funnel. People here are just becoming aware of a problem or your brand, so the goal is to attract attention and earn interest.
Last reviewed .
Who is at the top of the funnel
This group is the largest and the least ready to buy. Many are researching a problem or have never heard of you.
Pushing a sale too soon usually fails here. Helpful, easy-to-find information works better.
What works at this stage
Blog posts, videos, social content, podcasts, search-optimized guides, and display or video ads reach people early. Content should answer common questions and be useful without needing a purchase.
How to measure it
Track reach, impressions, traffic, video views, engagement, and new visitors. These show whether you're getting attention, but they don't prove sales on their own.
Look at how many top-of-funnel visitors later return and convert to see whether the traffic is the right kind.
Common questions
What does TOFU mean?
TOFU stands for top of the funnel. It's the awareness stage, before someone is comparing options or ready to buy.
What is an example of top-of-the-funnel content?
Educational blog posts, how-to videos, social posts, and infographics are common examples. They answer early questions without a hard sell.
Which metrics matter most at the top of the funnel?
Reach, impressions, traffic, engagement, and cost per thousand impressions are common. Choose based on whether your aim is attention, visits, or sign-ups.
Is it worth investing in the top of the funnel?
Yes, because it feeds the later stages with new prospects. Results come slowly, so judge the work against longer-term trends and not just immediate sales.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.