meta-full-funnel-designer

Full-Funnel Designer

Overview

This skill helps design complete full-funnel advertising strategies for Meta Ads, including budget allocation, audience targeting per stage, and creative alignment with the customer journey.

2026 Context: ASC and Andromeda

Advantage+ Sales Campaigns (ASC): For e-commerce advertisers, ASC (the new unified structure replacing "Advantage+ Shopping Campaigns") manages budget, audience, and placement automatically. For accounts spending >€5k/month on conversions, consider running ASC alongside or instead of manual TOFU/MOFU/BOFU segmentation — ASC often outperforms manual funnels at scale.

Andromeda Engine: Meta's rebuilt ad retrieval system means creative quality is now the primary delivery signal. A full-funnel strategy with 15+ distinct creatives across stages outperforms one with only 4-6.

Attribution (Jan 2026 change): 7-day view and 28-day view attribution windows have been removed. Default attribution is now 7-day click + 1-day view. Adjust BOFU ROAS targets accordingly — numbers will appear lower than historical comparisons.

Funnel Framework

The 3 Funnel Stages

┌─────────────────────────────────────────────────────────────────┐
│  TOFU (Top of Funnel) - AWARENESS                               │
│  ├── Goal: Reach & brand awareness                              │
│  ├── Budget: 20-30% of total                                    │
│  ├── Audiences: Broad, Lookalikes 3-10%, Interest-based         │
│  ├── Objectives: Reach, Video Views, Brand Awareness            │
│  ├── Creatives: Educational, entertaining, brand story          │
│  └── KPIs: CPM, Reach, Video ThruPlay, Frequency                │
├─────────────────────────────────────────────────────────────────┤
│  MOFU (Middle of Funnel) - CONSIDERATION                        │
│  ├── Goal: Engagement & interest building                       │
│  ├── Budget: 30-40% of total                                    │
│  ├── Audiences: Engagers, Video viewers, Website visitors       │
│  ├── Objectives: Traffic, Engagement, Lead Generation           │
│  ├── Creatives: Product demos, testimonials, comparisons        │
│  └── KPIs: CTR, CPC, Landing page views, Time on site           │
├─────────────────────────────────────────────────────────────────┤
│  BOFU (Bottom of Funnel) - CONVERSION                           │
│  ├── Goal: Conversions & sales                                  │
│  ├── Budget: 30-50% of total                                    │
│  ├── Audiences: Add to cart, High-intent visitors, Customers    │
│  ├── Objectives: Conversions, Sales (Advantage+ Catalog Ads)    │
│  ├── Creatives: Urgency, offers, social proof, retargeting      │
│  └── KPIs: CPA, ROAS, Conversion rate, AOV                      │
└─────────────────────────────────────────────────────────────────┘

Budget Allocation Calculator

Ask the user:

1. What is your total monthly budget?
2. What is your current situation?
   • New brand (low awareness) → More TOFU
   • Established brand (high traffic) → More BOFU
   • Growing brand (balance needed) → Balanced distribution

Budget Distribution Models

Model A: New Brand / Awareness Focus

TOFU: 40% │████████████████████
MOFU: 35% │█████████████████▌
BOFU: 25% │████████████▌

Model B: Balanced / Growth Focus

TOFU: 25% │████████████▌
MOFU: 35% │█████████████████▌
BOFU: 40% │████████████████████

Model C: Established Brand / Performance Focus

TOFU: 15% │███████▌
MOFU: 25% │████████████▌
BOFU: 60% │██████████████████████████████

Audience Mapping per Stage

TOFU Audiences (Cold)

Audience Type	Description	Expected CPM
Broad	Demographics + geo only	$3-8
Interest Stacking	3-5 related interests	$5-10
Lookalike 6-10%	Broad lookalike of purchasers	$4-8
Video Viewers LAL	Lookalike of 95% video viewers	$5-9

MOFU Audiences (Warm)

Audience Type	Description	Window
Video Viewers	50%, 75%, 95% watched	30-60 days
Page Engagers	Likes, comments, shares	30-90 days
Website Visitors	All visitors (excl. converters)	30-60 days
Blog Readers	Specific content pages	30-60 days
IG/FB Engagers	Profile visitors, post engagers	30-90 days

BOFU Audiences (Hot)

Audience Type	Description	Window
Add to Cart	Product added, not purchased	7-14 days
View Content	Product page viewed	7-14 days
Initiate Checkout	Checkout started, not completed	3-7 days
Past Purchasers	Cross-sell/upsell	30-180 days
High-Value Customers	Top 20% LTV	180-365 days

Creative Strategy per Stage

TOFU Creative Formats

Recommended formats:
├── Video (15-30 sec) - Hook within 3 seconds
├── Carousel - Storytelling or educational
├── Reels - Native, entertaining content
└── Collection - Brand discovery

Content types:
├── Educational ("Did you know...")
├── Entertainment (Relatable content)
├── Brand story (Values, mission)
└── User generated (Authentic)

MOFU Creative Formats

Recommended formats:
├── Video (30-60 sec) - Product demos
├── Carousel - Feature highlights
├── Lead ads - Gated content
└── Instant Experience - Immersive storytelling

Content types:
├── Product demonstrations
├── Customer testimonials
├── How-to guides
├── Comparison content
└── Behind the scenes

BOFU Creative Formats

Recommended formats:
├── Advantage+ Catalog Ads (Dynamic Product Ads)
├── Carousel - Retargeting viewed products
├── Single image - Strong CTA
└── Collection - Product catalog

Content types:
├── Urgency ("Last chance", "Almost sold out")
├── Social proof (Reviews, ratings)
├── Special offers (Discount, free shipping)
├── Abandoned cart reminders
└── Limited time deals

Full-Funnel Campaign Template

When the user asks to set up a funnel:

CAMPAIGN STRUCTURE TEMPLATE
===========================

Budget: [TOTAL BUDGET]

TOFU CAMPAIGN - Awareness
   ├── Name: [BRAND]_TOFU_Awareness_[MONTH]
   ├── Objective: Reach / Video Views
   ├── Budget: [X]% = $[AMOUNT]
   ├── Audiences:
   │   ├── Ad Set 1: Broad (18-65, [COUNTRY])
   │   ├── Ad Set 2: Interest Stack ([INTERESTS])
   │   └── Ad Set 3: LAL 6-10% Purchasers
   └── Creatives:
       ├── Video 1: Brand story (15 sec)
       ├── Video 2: Educational hook
       └── Carousel: Value proposition

MOFU CAMPAIGN - Consideration
   ├── Name: [BRAND]_MOFU_Consideration_[MONTH]
   ├── Objective: Traffic / Engagement
   ├── Budget: [X]% = $[AMOUNT]
   ├── Audiences:
   │   ├── Ad Set 1: Video Viewers 50%+ (30d)
   │   ├── Ad Set 2: Page Engagers (60d)
   │   └── Ad Set 3: Website Visitors (30d)
   └── Creatives:
       ├── Video 1: Product demo
       ├── Carousel: Features & benefits
       └── Testimonial: Customer story

BOFU CAMPAIGN - Conversion
   ├── Name: [BRAND]_BOFU_Conversion_[MONTH]
   ├── Objective: Conversions / Sales
   ├── Budget: [X]% = $[AMOUNT]
   ├── Audiences:
   │   ├── Ad Set 1: Add to Cart (14d)
   │   ├── Ad Set 2: View Content (7d)
   │   └── Ad Set 3: Past Purchasers (90d)
   └── Creatives:
       ├── Advantage+ Catalog Ads: Viewed products
       ├── Single image: Urgency offer
       └── Carousel: Social proof

Frequency & Overlap Management

Frequency Guidelines per Stage

Stage	Max Frequency/Week	Action When Exceeded
TOFU	2-3x	Expand audience
MOFU	3-4x	Refresh creatives
BOFU	5-7x	Add exclusions

Audience Exclusions Setup

TOFU exclusions:
└── Exclude: MOFU + BOFU audiences

MOFU exclusions:
├── Exclude: Purchasers (30d)
└── Exclude: Add to Cart (7d)

BOFU exclusions:
└── Exclude: Purchasers (7d) or converters

Funnel Diagnosis Framework

When the funnel is underperforming:

PROBLEM: Low awareness/reach
├── Check: Is TOFU budget sufficient? (min 20%)
├── Check: Are audiences too narrow?
└── Action: Target broader, more video content

PROBLEM: High TOFU metrics, low MOFU engagement
├── Check: Does MOFU content align with TOFU messaging?
├── Check: Are retargeting windows correct?
└── Action: Align content, extend windows

PROBLEM: Good engagement, few conversions
├── Check: Is the landing page optimized?
├── Check: Are BOFU offers compelling enough?
└── Action: A/B test offers, add urgency

PROBLEM: High CPA in BOFU
├── Check: Is the audience too small (audience exhaustion)?
├── Check: Is frequency too high?
└── Action: Strengthen TOFU/MOFU, refresh creatives

Example Interaction

User: "I want to set up a full funnel for my e-commerce store. Budget is $5,000/month."

Claude response:

"I'll help you with a complete full-funnel strategy. First, a few questions:

1. What do you sell? (product category)
2. Is your brand already established or are you starting fresh?
3. Do you have existing pixel data/audiences?
4. What is your average order value (AOV)?

Based on $5,000/month and an average scenario, I'd suggest:

Stage	Budget	Goal
TOFU	$1,250 (25%)	Reach new people
MOFU	$1,750 (35%)	Build interest
BOFU	$2,000 (40%)	Drive conversions

Would you like me to build out the complete campaign structure with audiences and creative suggestions?"

MCP Tool Usage

Audit an existing funnel before designing a new one:

# Get campaign-level performance split by objective to map current funnel state
meta_get_insights(
    account_id="act_XXXXXXXXX",
    level="campaign",
    date_preset="last_30d",
    fields=["impressions", "reach", "spend", "actions", "cost_per_action_type"]
)

This shows budget distribution across objectives (Awareness / Traffic / Conversions) and helps identify which funnel stage is underfunded or over-invested before recommending changes.