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Decoding the Jargon

TOFU / MOFU / BOFU

Top, Middle and Bottom of the Funnel · Also called Upper, mid and lower funnel

Performance marketingTerm

Shorthand for the three broad stages of a funnel: top (people discovering you), middle (people considering you) and bottom (people ready to buy).

Example

For Meera, a Reel on styling a saree for office is TOFU, a carousel comparing her fabrics is MOFU, and a retargeting ad with a festive offer to people who added to cart is BOFU.

How you'll hear it

“We're spending 80% on BOFU retargeting and wondering why new customer numbers are flat.”

Don't confuse it with

  • Funnel: the whole set of steps; TOFU, MOFU and BOFU are the stages.

Related terms

FunnelIncrementalityBrand lift

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Sources

  1. Marketing Funnel: What It Is, Stages, and Tactics, Shopify, 2026

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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