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Dictionary by pitch.dog
Growth funnels, loops & lifecycle · Core

Middle of funnel

Also called: MOFU

ELI5

Consideration and evaluation stages between awareness and purchase.

Used in conversation

“The number is useful only if everyone calculates middle of funnel the same way.”

Pitch context

You will see “Middle of funnel” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches growth funnels, loops & lifecycle.

Why it matters: It helps a reader interpret growth funnels, loops & lifecycle without confusing the measure, decision, role or evidence being discussed.

Connected terms

When the words have to travel

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Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.