BOFUBottom of Funnel
BOFU is the conversion stage: high-intent audiences ready to purchase, served retargeting and DPA ads.
What does BOFU actually mean?
Bottom of Funnel (BOFU) is the conversion stage. BOFU audiences have shown strong purchase intent: added to cart, started checkout, multiple product page visits, abandoned cart. They're the warmest paid-social audience and convert at the highest rate.
BOFU creative is direct-response: urgency, social proof, discount, free shipping. The CTA is 'Buy now,' 'Complete your order,' or 'Get 15% off.' Format is heavy on DPA (Dynamic Product Ads) and retargeting carousels that show the exact product the user was browsing, plus a converting offer.
The paradox: BOFU has the highest reported ROAS but the smallest audience. A brand that allocates 70% of budget to BOFU runs out of warm traffic within weeks. Healthy budget allocation is roughly 60-70% TOFU, 15-25% MOFU, 15-25% BOFU, though specific ratios vary by funnel maturity and AOV.
Example
A user adds a $80 supplement to cart but leaves without buying. Within 24 hours, they see a Meta DPA ad with that exact product plus 'Free shipping today'. That's classic BOFU. CVR on this audience is 8-15%.
When it matters
BOFU drives the bulk of attributed ROAS but can't scale beyond the warm audience that TOFU and MOFU produce. Over-allocation to BOFU is the most common budget mistake.
Related terms
TOFU
TOFU is the awareness stage of the marketing funnel: cold prospecting to people who don't yet know your brand.
MOFU
MOFU is the consideration stage: users who have engaged with your brand but haven't yet purchased.
DPA
DPA serves automatically-generated ads pulling product data from a catalog feed, personalized to each user's likely interest.
Retargeting
Retargeting serves ads to users who have already interacted with your brand: visited the site, watched a video, or added to cart.
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