The Facebook Ads Funnel for Ecommerce: TOF, MOF, BOF Explained

Ecommerce brands that scale on Meta run a three-stage funnel: top-of-funnel prospecting, middle-of-funnel engagement retargeting, and bottom-of-funnel conversion retargeting.

TOF: broad or interest audiences with your best hooks — UGC, problem-solution videos, founder stories. Optimize for purchase even at TOF; traffic campaigns fill funnels with clickers, not buyers.

MOF: retarget video viewers, engagers, and site visitors with social proof — reviews, press, before/afters. BOF: dynamic product ads for cart abandoners with urgency or an incentive.

Budget roughly 60/20/20 across the stages and judge performance at the account level, not per-campaign — retargeting always looks better than prospecting, but it can't scale without TOF feeding it.