Dustin DeTorres By Dustin DeTorres • November 21, 2014

The Trouble with Measuring Top of the Funnel

Many of us marketers have worked with a client or been inside a company and had to justify all of the Top of the Funnel or TOFU tactics your're taking. Your boss or client may have asked, "How do we know that XYZ is producing returns?".

Answer: It's tough to answer.

In this week's Moz's Whiteboard Friday, Rand Fishkin discusses the 3 ways you can start to measure your TOFU efforts.

Tofu measurement

In summary, there are 3 things you can do to help prove all of your TOFU marketing tactics and strategies.

Segment: By industry vertical, demographics or geography.

Invest in a channel for one product only: For example, targeting your widget "A" in the ophthalmology space.

Limited time periods: This is necessarily the worst way to measure but might make sense for specific types of sales or verticals. Note that it may take a long time to show ROI using this tactic.

Tying it all together, you can observe traffic, mentions, conversions or picking out a specific KPI that was established before you started your TOFU measurement.


How have you measured your TOFU marketing efforts? Comment below.


Dustin DeTorres

Co-Founder, Market Loyal