The model of a customer's path from unaware to purchased, usually drawn as awareness, consideration, and conversion, with channels and metrics assigned to each stage. The funnel is a planning convenience rather than a description of behavior. Full-funnel advertising means investing across stages rather than only in the conversion stage, and is the argument for Brand Lift and reach objectives alongside performance.
Related terms
Used in The Signal
- Case Study: Dean & DeLuca's 54x Month
- Case Study: Simon Malls, From Clicks to Foot Traffic
- Case Study: TF Cornerstone and 80 Percent More Rental Applications
- Cheap Leads Are the Most Expensive Thing You Can Buy
- Enrollment Marketing Has a Clock, Not Just a Funnel
- Filling a Building Is Not an Awareness Problem
- Q4 Auction Inflation Is a Tax on Poor Planning
- The Same Bank Needs Two Different Media Plans
Cite this entry:
Agency Echelon. "Funnel." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/funnel/