# What is TOFU – Top of Funnel?

What is TOFU – Top of Funnel? The awareness stage — the first exposure to the brand. Includes awareness campaigns, SEO content, videos.

## How it works in practice

At TOFU, you don't ask for a sale. A 'buy now' CTA at TOFU is a self-inflicted wound. Give value first.

## Related metrics

- Brand Awareness — the goal of TOFU
- CPM — the common metric for TOFU campaigns
- Content Marketing — the main tool
- Retargeting — what comes after TOFU

## Common misconception

'TOFU can't be measured.' Brand search volume, direct traffic, reach — all are measurable.

## How to fix it

TOFU not building awareness? (1) audience research, (2) video over image, (3) message about the problem, not the product.

## Real-world example

A flower shop: instead of 'buy a bouquet' at TOFU, they promoted 'what does each flower mean?' — 450K views, a 34% rise in direct searches.

## Where to start

Invest in TOFU only after the bottom of the funnel is working.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/tofu-top-of-funnel