What is Middle of Funnel (MOFU)? Definition, Examples, and Marketing Insights

Earn more from the transactions you already have. Calculate Your Revenue! ×

Get Fluent in Commerce Media

Plain language explainers to help you keep up with the evolving digital landscape.

Middle of Funnel (MOFU)

What is a middle of funnel

MOFU represents the consideration stage, where prospects engage with content that helps them evaluate your product or service.

How do middle of funnels work

Marketers provide educational and comparative content like webinars, case studies, and detailed guides.

Types of middle of funnels:

Ebooks
Comparison charts
Testimonials
Product demos

How to measure middle of funnels:

Email signups, demo requests, content downloads, bounce rate

Why are middle of funnels important to marketers?

MOFU efforts nurture interest and guide prospects closer to making a purchase decision.
Who needs to know about middle of funnels:

Demand generation specialists
CRM marketers
Content marketers

Use middle of funnel in a sentence:

We developed a MOFU email series that increased demo bookings by 25%.

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