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

Top of funnel

Also called: TOFU

ELI5

Early awareness or acquisition stages before deeper evaluation.

Used in conversation

“Can we separate sustainable movement in top of funnel from a one-off campaign effect?”

Pitch context

You will see “Top 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

  • Awareness stageThe search label “top of funnel” can route to both entries.
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.