MOFUMiddle of Funnel
MOFU is the consideration stage: users who have engaged with your brand but haven't yet purchased.
What does MOFU actually mean?
Middle of Funnel (MOFU) is the consideration stage. MOFU audiences have engaged with your brand (visited the website, watched a video, followed your social account, opened an email) but haven't yet purchased. They're warmer than TOFU but colder than BOFU.
MOFU creative builds trust and reduces purchase friction. Common formats: customer testimonials, comparison content (your product vs competitors), founder narratives, third-party validation (press mentions, reviews), product demos. The CTA is usually 'Learn more' or 'See reviews' rather than 'Buy now.'
MOFU usually gets a smaller slice of paid-social budget than prospecting. Its job is to move TOFU audiences toward conversion, which direct ROAS doesn't capture. Tracking MOFU performance requires looking at multi-touch attribution rather than last-click ROAS.
Example
A DTC supplement brand runs MOFU ads to 30-day website visitors who didn't purchase. The creative is a 60-second founder story explaining the science behind the formula, with a 'Read the science' CTA pointing to a landing page.
When it matters
MOFU bridges TOFU and BOFU. Brands that skip MOFU see lower conversion rates from TOFU audiences and over-rely on retargeting discounts.
Related terms
TOFU
TOFU is the awareness stage of the marketing funnel: cold prospecting to people who don't yet know your brand.
BOFU
BOFU is the conversion stage: high-intent audiences ready to purchase, served retargeting and DPA ads.
Retargeting
Retargeting serves ads to users who have already interacted with your brand: visited the site, watched a video, or added to cart.
Attribution
Attribution determines which ad touchpoint receives credit for a conversion, using last-click, first-click, time-decay or data-driven models.
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