Facebook Ads Funnel Mapping Template (TOFU, MOFU, BOFU)

Quick Answer

Most accounts run "all bottom of funnel" and wonder why scaling stops. Use the template below to map all 3 funnel stages with audiences, creative, and offers per stage.

The Funnel Map (One Page)

                    ┌──────────────────┐
                    │  COLD AUDIENCE   │ 90% of total addressable
                    └────────┬─────────┘
                             │
                ┌────────────▼────────────┐
                │  TOFU — Awareness        │ Brand intro
                │  Goal: Engagement        │
                │  Budget: 20%             │
                └────────────┬────────────┘
                             │
                ┌────────────▼────────────┐
                │  MOFU — Consideration    │ Educate, prove
                │  Goal: Add to Cart, Lead │
                │  Budget: 20%             │
                └────────────┬────────────┘
                             │
                ┌────────────▼────────────┐
                │  BOFU — Conversion       │ Close
                │  Goal: Purchase          │
                │  Budget: 60%             │
                └────────────┬────────────┘
                             │
                ┌────────────▼────────────┐
                │  POST-PURCHASE           │ Retain, upsell
                │  Goal: LTV, Referral     │
                │  Budget: 5%              │
                └─────────────────────────┘

TOFU (Top of Funnel) Template

STAGE NAME: Awareness
GOAL: Get cold audience to know you exist
BUDGET %: 20% (varies — see notes)

OBJECTIVE
- Engagement (video views, post engagement)
- Reach (for brand awareness budgets)
- Sales (Advantage+ if data is rich)

AUDIENCE
- Broad (Advantage+) — primary
- 3-5% LLA — secondary
- Interest stacks — tertiary

CREATIVE
- Brand video (15-30s, story-led)
- Founder story (45s talking head)
- Educational content (problem-led, no pitch)
- UGC awareness (creators introducing brand)

OFFER
- No offer
- Soft CTA: "Learn more"
- Lead magnet (ebook, quiz, checklist)

KPIs
- Video view %
- CPM
- Click-through rate
- Frequency

WHAT GOOD LOOKS LIKE
- CTR > 1.0%
- Frequency < 2.5
- 25%+ viewers complete 50% of video
- ThruPlay rate > 15%

MOFU (Middle of Funnel) Template

STAGE NAME: Consideration
GOAL: Move warm audience to take a small action
BUDGET %: 20%

OBJECTIVE
- Sales (with ATC/Lead optimization)
- Lead Generation (B2B)
- App Installs (mobile-first)

AUDIENCE
- Video viewers 25%+ (90 days)
- Page/IG engagers (90 days)
- Site visitors who DIDN'T add to cart (30 days)
- Email list (excluding customers)
- 1% LLA from engagers

CREATIVE
- Demo video (how it works in 30 seconds)
- Comparison content (why us vs others)
- Customer testimonials
- Problem-solution carousels
- "How it works" infographics

OFFER
- Free trial
- Free shipping
- 10-15% first-time discount
- Lead magnet
- Demo booking

KPIs
- Cost per add to cart (or lead)
- Cost per landing page view
- Add to cart rate
- Frequency

WHAT GOOD LOOKS LIKE
- CTR > 1.5%
- LP view rate > 80% of clicks
- Add to cart rate > 5%
- Frequency < 3

BOFU (Bottom of Funnel) Template

STAGE NAME: Conversion
GOAL: Close warm-to-hot leads
BUDGET %: 60%

OBJECTIVE
- Sales (Conversions)
- Catalog Sales (DPA)
- Lead Generation (high-intent)

AUDIENCE
- Add to cart, no purchase (30 days)
- Initiate checkout, no purchase (14 days)
- Product page viewers (14 days)
- Email subscribers who clicked but didn't buy
- Lead form openers, no submit
- Customer LLA 1%

CREATIVE
- Dynamic Product Ads (DPA) — for catalog
- Cart abandonment ad (showing the exact product)
- Urgency messaging (low stock, sale ends)
- Risk reversal (guarantee, return policy)
- Social proof heavy (reviews, ratings)

OFFER
- Discount code (last-chance)
- Free shipping threshold
- Buy-one-get-one
- Free gift with purchase
- Bundle pricing

KPIs
- ROAS (primary)
- CAC (primary)
- Conversion rate
- Cost per purchase
- Frequency

WHAT GOOD LOOKS LIKE
- ROAS 4-8x (depends on niche)
- Conversion rate > 2-3%
- Cost per ATC < $5
- Frequency < 4

Post-Purchase Template

STAGE NAME: Retention & LTV
GOAL: Increase LTV, drive repeat purchase
BUDGET %: 5%

OBJECTIVE
- Sales
- Catalog Sales
- Engagement (community)

AUDIENCE
- Customers 30-60 days post-purchase
- Customers 60-90 days post-purchase
- High-value customers (top LTV segment)
- App active users

CREATIVE
- Cross-sell ads (other products)
- Subscription/upsell ads
- Referral incentive ads
- Brand community ads
- Educational content ("how to use what you bought")

OFFER
- Subscription discount
- Bundle for next purchase
- Refer-a-friend incentive
- Exclusive customer-only product

KPIs
- Repeat purchase rate
- LTV
- Customer reactivation rate

Funnel Diagnostics (Run Monthly)

HEALTHY FUNNEL
- TOFU: 20% of spend
- MOFU: 20% of spend
- BOFU: 55% of spend
- Post-purchase: 5% of spend

UNHEALTHY: ALL BOFU
You're missing the top — eventually warm audiences dry up.
FIX: Add TOFU and MOFU campaigns immediately.

UNHEALTHY: ALL TOFU
You're not closing — you're warming people but not converting.
FIX: Build retargeting funnels.

UNHEALTHY: NO POST-PURCHASE
You're leaving 30% of LTV on the table.
FIX: Build a 30-day post-purchase campaign.

Funnel Rules

Every dollar should know its job. Every campaign tied to a funnel stage.
Don't mix stages in one campaign. Keep TOFU separate from BOFU.
Match offer to stage. Don't show "20% off" to cold traffic — they don't know what 20% off what.
Match creative to stage. TOFU = brand. BOFU = product.
Audiences are exclusive. A site visitor is in MOFU, not TOFU.

Pix-Vu Builds Your Whole Funnel

Pix-Vu maps your funnel and builds the campaigns, audiences, creative, and offers for every stage automatically. No more "all bottom of funnel" accounts.

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