Wondering what is a marketing funnel? You’re not alone. It’s a model that maps the path from first noticing a brand to buying and becoming loyal, so you can see where people drop off.
This guide is part of our wider look at digital marketing, and it keeps the ideas simple.
| Item | Value |
|---|---|
| Stages in most marketing funnels | Four |
| Middle-of-funnel stage | Consideration (MOFU) |
| AIDA framework first described | 1898 |
| Loyalty benchmark for retention | Above 70% |
| Shoppers who start online product searches outside a brand’s own website | About 84% |
These figures come from the Brandwatch social media glossary and an EasyWebinar guide to funnel stages. They can change, so check the source before you rely on them.
What is a marketing funnel, in plain terms?
A marketing funnel is a model that maps the customer journey from first discovering a brand to making a purchase and becoming a loyal advocate, as the Brandwatch glossary puts it. It is widest at the top, where you reach the most people, and narrows as prospects get closer to buying.
Think of pouring water through a funnel. A GoDaddy guide uses the same picture: the funnel starts out wide and gradually narrows to a small pool of really interested buyers.
The point is not that everyone buys, because most people won’t. The point is that you can see where people leave and decide what to fix.
The stages of a marketing funnel
Most funnels follow a four-stage framework, according to Brandwatch. Here is how that glossary lays the stages out.
| Stage | What the audience does | Typical tactics |
|---|---|---|
| Awareness (TOFU) | Discovers the brand or recognizes a problem | Social media content, SEO, paid ads, influencer partnerships |
| Consideration (MOFU) | Researches options and compares solutions | Email nurturing, webinars, case studies, comparison guides |
| Conversion (BOFU) | Decides to purchase | Free trials, demos, testimonials, pricing pages, limited offers |
| Loyalty | Repurchases and recommends | Customer support, community programs, referral incentives |
The stage names, behaviors and tactics in this table come from the Brandwatch social media glossary.
The labels vary between sources. The GoDaddy guide also counts four stages, but it lists them as awareness, interest, consideration and conversion, with no loyalty stage.
The older AIDA framework (Awareness, Interest, Desire, Action) was first described by advertising pioneer E. St. Elmo Lewis in 1898, per Brandwatch. The core logic is the same across versions: each stage needs different messaging.
How a marketing funnel works in practice
Treat the funnel as a filter. You cast a wide net, then use targeted content and offers to move the right people forward. A typical journey looks like this:
- Entry: a prospect sees a social post, clicks an ad or finds a blog post through search.
- Nurturing: they subscribe to a newsletter, download a guide or watch a webinar while judging whether you solve their problem.
- Closing: they request a demo, compare pricing or add a product to their cart.
- Retention: onboarding, support and community keep them coming back and recommending you.
At each step some people drop off because the product, timing or message isn’t right for them, as Brandwatch explains. The benefit is measurability: you can fix one weak step instead of overhauling everything.
For example, a company with strong awareness but weak consideration might invest in better case studies or comparison content. That is a far smaller job than rebuilding a whole strategy.
Awareness is where search does much of the work, so a read of seo basics for beginners can help you get found in the first place. It matters because about 84% of shoppers start their online product searches on digital channels outside a brand’s owned website, says EasyWebinar.
Marketing funnel vs sales funnel
The two terms overlap but are not identical. A marketing funnel covers how people discover, engage with and develop interest in a brand, while a sales funnel picks up where marketing leaves off, per Brandwatch.
The sales side focuses on the steps a qualified lead takes to become a paying customer, such as product demos, proposals and contract negotiations.
- Marketing funnel: awareness and consideration, built through content, ads and social media.
- Sales funnel: the closing steps for leads who are already qualified.
- Handoff: often set by lead scoring, such as a prospect downloading a pricing guide or requesting a call.
If you run a small business, you may own both halves. Knowing where one ends and the other begins still helps you decide which message goes where.
Metrics to track at each stage
Tracking the right number at the right stage tells you whether your funnel is healthy or leaking. Before you pick any, set smart goals for marketing so each stage has a clear target.
Brandwatch suggests these metrics by stage:
- Awareness: impressions, reach, share of voice, website traffic and social mentions.
- Conversion: conversion rate, cost per acquisition, return on ad spend and cart abandonment rate.
- Loyalty: retention rate, Net Promoter Score, repeat purchase rate and customer lifetime value.
For loyalty, the same glossary gives a healthy benchmark of retention above 70%. Treat that as a rough guide, because your industry may differ.
Small fixes can matter at the bottom of the funnel. One EasyWebinar guide says research shows businesses that optimize their checkout process can increase conversion rates by up to 35.26%, though that is an upper figure and not a promise.
Why the straight-line funnel is not the whole story
The classic funnel assumes a linear path: discover, evaluate, buy. Real life is messier. Per Brandwatch, a prospect might see a product in a social post, read a review weeks later, forget about it, then convert after a friend’s recommendation months down the line.
That is why some newer models, including ones from organizations like McKinsey, replace the funnel with a circular journey. Today’s funnels also add loyalty or advocacy after the sale, and the EasyWebinar guide notes that 71% of consumers expect personalized interactions throughout their experience.
So use the funnel as a map, not a rulebook. It shows you where to look, even when real customers wander off the path.
Frequently asked questions
What is a marketing funnel in one sentence?
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It is a model that maps the customer journey from first discovering a brand to buying and becoming a loyal advocate, narrowing at each stage as some people drop off.
How many stages does a marketing funnel have?
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Most follow a four-stage framework, though the names differ. Brandwatch uses awareness, consideration, conversion and loyalty, while GoDaddy uses awareness, interest, consideration and conversion.
Is a marketing funnel the same as a sales funnel?
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No. The marketing funnel covers discovery and interest, and the sales funnel covers the steps a qualified lead takes to become a paying customer, such as demos and proposals.
Can a small business use a marketing funnel?
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Yes. GoDaddy says every marketing funnel has four stages that even the smallest businesses can use to grow.
Is the funnel still useful if customers do not move in a straight line?
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Yes, as a map. Some models loop instead of narrowing, but the logic holds that each stage needs different messaging.
