What is Bottom of Funnel (BOFU)? Definition, Examples, and Marketing Insights

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Bottom of Funnel (BOFU)

What is a bottom of funnel (BOFU)

BOFU is the decision-making stage of the funnel where leads are close to converting and need a final push.

How do bottom of funnel work

Marketers use offers like discounts, free trials, consultations, or urgency-based campaigns to drive conversions.

Types of bottom of funnels:

Limited-time offers
Case studies
Sales calls
Product trials

How to measure bottom of funnels:

Conversion rate, sales volume, ROAS

Why are bottom of funnels important to marketers?

BOFU efforts directly impact revenue and are critical to closing sales from nurtured leads.

Who needs to know about bottom of funnel?

Sales enablement
Performance marketers
CRO specialists

Use bottom of funnel in a sentence:

The BOFU campaign helped increase free trial conversions by 40% in Q1.

A

A/B Testing Ad Exchange Ad Fatigue Ad Inventory Ad modal Ad Ranking System Affiliate Marketing Application Programing Interface (API) Attribution Average Order Value (AOV) Average Revenue per User (ARPU)

B

Bottom of Funnel (BOFU) Bundling

D

Data Clean Room Deep Linking Demand Generation Demand Side Platform (DSP) Direct-to-Consumer (DTC) Drop-off Rate Dynamic Pricing

E

Earnings per Click (EPC) Ecommerce Engagement Rate

F

First-Party Data Frequency

H

I

Identity Graph In-App Advertising In-App Purchase Incrementality Testing Influencer Marketing

J

K

K-Factor Key Performance Indicators (KPIs)

L

Lead Generation Lookalike Audiences

M

Machine Learning Merchandising Optimization Middle of Funnel (MOFU)

N

Native Advertising Net Promoter Score (NPS) Non-Endemic Advertising

O

Offerwall Omnichannel Marketing

P

Performance Marketing Personally Identifiable Information (PII) Pixel Post-Transaction Advertising Postback Predictive Analytics Push Notifications

R

Retail Media Retargeting Retention Marketing Return on Ad Spend (ROAS) Return on Investment (ROI) Revenue per Session (RPS) Revenue Share Rewarded platform ROMO (Return on Measured Outcome)

S

Second-Party Data Segmentation Server-to-Server (S2S) Tracking Sideloading SKU (Stock Keeping Unit) Software Development Kit (SDK)

T

Target Audience Third-Party Data

U

Upsell / Cross-sell User Acquisition User Intent User-Generated Content (UGC)

W