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Funnel

Step 1 – Start with the Business Goal

Before any creative concept, I begin with numbers. At this stage, I translate business objectives into marketing targets. I also define product economics: margins, purchase frequency, and customer lifespan

Example:

  • Business goal: $30,000 monthly revenue
  • Average order value (AOV): $75
  • Customers needed: 30,000 ÷ 75 = 400 customers

(Check: 400 × $75 = $30,000)

Step 2 – Map the Funnel & Conversion Rates

I design the funnel from awareness to retention (TOFU → MOFU → BOFU → Loyalty) and assign realistic conversion benchmarks based on industry data.

Example assumptions:

  • CTR (ad click-through): 2% → 0.02
  • Landing page conversion (click → lead): 20% → 0.20
  • Lead → customer: 20% → 0.20

Funnel math:

  • Leads needed = 400 ÷ 0.20 = 2,000 leads
  • Clicks needed = 2,000 ÷ 0.20 = 10,000 clicks
  • Impressions needed = 10,000 ÷ 0.02 = 500,000 impressions

To reach $30K in sales → I’d need 500,000 impressions → 10,000 clicks → 2,000 leads → 400 customers.

Step 3 – Translate Funnel to Spend & KPIs

Once the funnel is ready, I use clear metrics to see how well each stage performs. Main Metrics I Track:

  • CTR (Click-Through Rate) = Clicks ÷ Impressions → how many people clicked after seeing the ad

  • CPC (Cost per Click) = Spend ÷ Clicks → how much each click costs

  • CVR (Conversion Rate) = Conversions ÷ Clicks → how many clicks turned into leads or sales

  • CPA (Cost per Acquisition) = Spend ÷ Customers → how much it costs to get one paying customer

  • ROAS (Return on Ad Spend) = Revenue ÷ Ad Spend → how much you earn for every $1 spent

  • ROI (Return on Investment) = (Profit ÷ Spend) × 100 → the actual percentage of profit

Example (Simple Breakdown):

  • Clicks cost: $0.50 → 10,000 clicks = $5,000 spend

  • Customers: 400 → $30,000 revenue

  • Cost per customer (CPA): $5,000 ÷ 400 = $12.50 each

  • Return on Ad Spend (ROAS): $30,000 ÷ $5,000 = 6× return

  • Profit margin: 50% → $15,000 profit before ad cost → $10,000 net profit

  • ROI: ($10,000 ÷ $5,000) × 100 = 200% ROI

This means for every $1 spent, the brand earns $2 profit.

Step 4 – Understand Customer Value

Before spending more on ads, I check how much each customer is worth to your business over time.

Simple idea:
If one customer usually spends $75 each time, buys twice a year, and stays for 3 years — your total value from that customer is $225.

We then compare that to what it costs to get one new customer.
If we spend $12.50 to gain someone worth $225, that’s a great result.

Step 5 – Target the Right People at the Right Time

Not everyone in your audience is at the same stage, some have never heard of your brand, while others are almost ready to buy.
So, I group people into stages and personalize how I reach them.

By Stage:

  • Top of Funnel (TOFU): People who don’t know the brand yet. I show them ads or posts to build awareness.

  • Middle of Funnel (MOFU): People who already visited your site or follow you. I remind them why your brand matters.

  • Bottom of Funnel (BOFU): People ready to buy. I show offers or strong calls to action to help them take the final step.

By Behavior (RFM Model):
RFM helps me see who your most valuable customers are:

  • R = Recency: How recently they bought

  • F = Frequency: How often they buy

  • M = Monetary: How much they spend

Example:

  • R=5, F=4, M=3 → RFM Score = 543
    A high score shows VIPs, while lower scores help identify customers who may need extra attention.

Using this model, I create campaigns that target loyal customers, encourage repeat purchases, and re-engage people who might be slipping away, all with the right message at the right time.

Step 6 – Set Goals and Improve Results

I set measurable targets using baselines and uplift goals. Then, I test every variable creatives, headlines, CTAs to improve KPIs step by step.

Step 7 – My Process in Action (Example Recap)

Goal: $30,000 Revenue

  • AOV = $75 → 400 Customers
  • 400 ÷ 0.20 = 2,000 Leads
  • 2,000 ÷ 0.20 = 10,000 Clicks
  • 10,000 ÷ 0.02 = 500,000 Impressions
  • CPC = $0.50 → Spend = $5,000
  • CPA = $12.50 | ROAS = 6× | ROI = 200%
  • LTV = $225 → LTV = 18:1

Summary: By tracking every step, we know exactly how many people to reach, how much to spend, and how much profit we’ll make — making the campaign clear, measurable, and scalable.

Step 8 – Final Checklist for Every Campaign

  • Define business goals and AOV/margin
  • Set funnel assumptions and do backwards math
  • Build audience segments (TOFU/MOFU/BOFU + RFM/LTV)
  • Write creative hooks and test variations
  • Launch with tracking (GA4, Pixels, UTMs)
  • Monitor daily and optimize weekly
  • Scale proven campaigns and reinvest