Marketing Funnel Builder

Step-by-step guide

1. 1
   Name your funnel
   Enter a name for your marketing funnel at the top: this appears in the exported brief. Use a descriptive name like 'Q3 SaaS Acquisition Funnel' or 'E-commerce Holiday Campaign'.
2. 2
   Fill in each funnel stage
   Each of the four stages (Awareness, Consideration, Decision, Retention) has fields for audience size, channels, key message, content types, and KPIs. Start with the top stage (Awareness) and enter your estimated monthly reach.
3. 3
   Set conversion rates between stages
   Enter the expected conversion rate (%) between each pair of stages. The tool automatically calculates the estimated audience size flowing into each subsequent stage based on your top-of-funnel reach and the conversion rates you set.
4. 4
   View the visual funnel
   The CSS funnel diagram below the inputs shows a proportional representation of each stage: wider at the top, narrowing toward the bottom. Each stage block displays the stage name, estimated audience size, and top channels as tags.
5. 5
   Generate and export the funnel brief
   Click 'Generate Funnel Document' to produce a formatted text document covering all four stages with their settings. Use Copy or Download .txt to save it, then share with your team or clients for alignment before campaign launch.

Frequently Asked Questions

What is a marketing funnel?

A marketing funnel is a framework that describes the stages a prospect goes through from first awareness of your brand to becoming a customer. The classic TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) model maps to Awareness, Consideration, and Decision stages. A Retention stage is often added to represent post-purchase engagement and upsells.

What are typical conversion rates between funnel stages?

Conversion rates vary significantly by industry, channel, and product. As a rough benchmark: Awareness to Consideration conversion (someone who sees an ad and clicks through) typically ranges from 1–5% for paid traffic. Consideration to Decision conversion (a qualified lead converting to a sale) ranges from 2–10% for B2B and 1–4% for e-commerce. These are averages: use your actual data when available.

What does TOFU, MOFU, BOFU mean?

TOFU (Top of Funnel) represents the Awareness stage: the broadest reach, where people first encounter your brand through ads, SEO, social content, or PR. MOFU (Middle of Funnel) is the Consideration stage: prospects are evaluating options and consuming deeper content like case studies, webinars, or comparison pages. BOFU (Bottom of Funnel) is the Decision stage: prospects are ready to buy and respond to demos, free trials, or promotional offers.

What format does the exported funnel document use?

The exported document is a plain text file (.txt) with ASCII-art boxes for each stage. It includes stage name, estimated reach, channels, key message, content types, primary KPI and target value, and the conversion rate to the next stage. This format is easy to read in any text editor and can be copied into a Google Doc or Notion page without formatting issues.

Can I change the stage names?

Yes. Each stage has an editable Stage Name field. The defaults are Awareness, Consideration, Decision, and Retention. You can rename them to match your own framework: for example, Discovery, Evaluation, Purchase, Loyalty: or use industry-specific terminology.

How do I use the channel tags?

Each stage supports up to 4 channel tags. Type a channel name (e.g. 'Google Ads', 'SEO', 'Email') and press Enter or click Add to create a tag. Tags appear in the visual funnel diagram and in the exported brief. You can remove any tag by clicking the × on it. Use channels relevant to that specific stage: for example, Awareness typically uses paid social and SEO, while Decision uses email retargeting and direct sales outreach.