In the fast-paced world of digital marketing, understanding the user journey and crafting strategies for each stage is key to success. The Paid Media Funnel divides this journey into three main segments: TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel). In this blog, we’ll explore how to identify and track meaningful KPIs specifically for TOFU content — the awareness stage.

What is TOFU (Top of Funnel)?

TOFU stands for Top of the Funnel, the first phase in a potential customer’s journey where they are just becoming aware of your brand. At this stage, your content should focus on:

• Reaching a broad audience

• Educating potential customers

• Creating brand awareness

• Providing value without pushing for a sale

TOFU content typically includes blog articles, social media posts, explainer videos, infographics, how-to guides, and free downloadable resources. The goal is not conversion but rather attention, interest, and trust.

For instance, if a tech company wants to boost smartphone sales, a TOFU campaign might include a blog post titled “Top Smartphones of 2025” or a short video comparing trending devices. The idea is to engage users early, not sell to them immediately.

Why KPIs Matter at the TOFU Stage

Because TOFU is primarily about brand discovery and education, your KPIs must reflect awareness and engagement, not conversions or revenue. Measuring the wrong things at this stage can lead to misleading conclusions about campaign performance.

Let’s break down the most relevant KPIs for TOFU and how to use them effectively:

1. Engagement Rate

What it is:

The engagement rate measures how much users interact with your content — likes, shares, comments, and clicks.

Why it matters:

A high engagement rate indicates your content resonates with your target audience. It means your content is not just seen but noticed and appreciated.

Example:

If a Facebook post receives a high number of shares and comments relative to impressions, that’s a clear sign of strong engagement and brand interest.

2. Impressions

What it is:

Impressions refer to how many times your content has been displayed, regardless of clicks or actions.

Why it matters:

At the awareness stage, reach is key. High impression numbers show that your campaign is effectively exposing your brand to a wide audience — a necessary first step before deeper engagement.

Note: Combine impressions with engagement data to assess quality reach, not just volume.

3. Cost Per Click (CPC)

What it is:

CPC tells you how much you’re paying, on average, for each click on your ad.

Why it matters:

While clicks aren’t the end goal at TOFU, they are a proxy for interest. A high CPC may signal poor ad targeting or ineffective creative. A low CPC indicates cost-efficient interest generation.

Tip: Track CPC over time to identify trends or seasonal patterns.

4. New User Acquisition

What it is:

This KPI measures the number of new users introduced to your ecosystem — e.g., first-time website visitors, app downloads, or new followers.

Why it matters:

Since TOFU content aims to expand your audience, it’s essential to monitor how many new users are being pulled into the funnel.

Tools to use: Google Analytics, Meta Pixel, or CRM analytics can help identify and track first-time users.

5. Video View Duration & Completion Rate

What it is:

These KPIs focus on how much of your video content users are actually watching.

Why it matters:

Videos are a powerful TOFU asset. If your audience is watching your videos to the end, it means your messaging is clear and compelling — and your brand is leaving an impression.

Benchmarks: Aim for a view completion rate of 50% or higher for short videos. Use A/B testing to improve weak performers.

How to Improve TOFU Content Performance

Even the best KPIs won’t help if your content strategy isn’t optimized. Here are key strategies to boost your TOFU efforts:

1. Know Your Audience

Use buyer personas to deeply understand your target audience’s demographics, interests, and pain points.

2. Use High-Quality Visuals and Formats

TOFU content must stand out. Use engaging visuals, interactive posts, and short-form videos to break the scroll.

3. Be Data-Driven

Don’t assume what works — track everything. Use platforms like Google Ads, Meta Ads Manager, or third-party tools like HubSpot to monitor and iterate.

4. A/B Test Creatives

Small changes (like a headline tweak or image swap) can make a big difference in TOFU engagement.

Conclusion

TOFU content sets the tone for your entire funnel. It’s your chance to educate, inspire, and hook new audiences — not to sell. By focusing on the right KPIs like engagement, impressions, CPC, new users, and video metrics, you can make informed decisions and set your funnel up for long-term success.

Investing in strong TOFU measurement today means more efficient MOFU and BOFU conversions tomorrow.