Today, however, everything is more complex : people have started talking about the “ Messy Middle ” due to the much more chaotic and less linear path that occurs from the moment a user comes into contact with a brand to when they reach the actual conversion. It is still useful to know the Funnel theory, because it simplifies what happens in online marketing, allowing you to better understand certain dynamics. What are the performance indicators to analyze for each phase of the funnel? In each phase of the funnel – be it “Messy” or linear – the objectives are different and, consequently, also the metrics to monitor.
Theoretical and simplified structure of a marketing cambodia number data funnel Theoretical and simplified structure of a marketing funnel. Always from a theoretical point of view, we talk about Tofu, Mofu and Bofu. In the initial phase, or “Top of the Funnel” ( TOFU ), the goal is to increase awareness of our brand. In this phase, performance indicators related to visibility and reach, such as coverage and impressions, are fundamental. These metrics help us understand how large our target audience potentially is and how effectively we are reaching people with our messages.
In the intermediate phase, or “Middle of the Funnel” ( MOFU ), the thing we want to aim for is to get potential customers to consider our product or service. Here, the metrics we want to observe and take into account most are those related to interaction and interest , the conversion rate and the number of outgoing clicks become crucial. These performance indicators tell us approximately how interested our potential customers are in what we are offering them and how much they are willing to interact with our brand to obtain information, feedback, be part of the community, etc.