Funnel Stages

What are funnel stages?

To better understand the effectiveness of your advertising campaign and determine where to allocate marketing resources, you may consider the campaign's objective and its position within the sales funnel. By filtering based on the funnel stage, you can more readily recognize campaigns with similar objectives, evaluate their efficacy, and compare their performance.

What do the funnel stages mean?

1. Awareness: Campaigns at the top of the funnel, with objectives aimed at finding new users - such as Build Awareness on AdRoll, or Reach and Brand Awareness on social platforms.
2. Consideration: Campaigns in the middle of the funnel, with objectives meant to engage users who have already been to your site - such as Drive Engagement on AdRoll, or Traffic, App Installs, and Lead Generation on social platforms.
3. Conversion: Campaigns at the bottom of the funnel, with objectives aimed at moving people over the line to purchase - such as Maximize Conversions on AdRoll, or Conversions and Catalog Sales on social platforms.

How are the funnel stages decided?

For AdRoll Web and CTV campaigns, we use the campaign objective to set the funnel stage. For Facebook, TikTok, and Pinterest campaigns, we use legacy Funnel Stage filters. See the mappings below.

AdRoll campaigns

Why CTV Maximize Conversions sits under Consideration: CTV campaigns bid on impressions regardless of objective, because click data is not collected for CTV. Since conversions are not the optimization signal on that channel, CTV Maximize Conversions campaigns are staged as Consideration rather than Conversion.

Social platform campaigns