What Is a Full-Funnel Growth Strategy? (With Real DTC Examples)

The Funnel Still Matters…Just Smarter

Modern growth isn’t just about targeting the bottom of the funnel. To build sustainable acquisition, you need to drive awareness and consideration first.

The Funnel Framework

• TOF (Awareness): CTV, YouTube, TikTok Influencers

• MOF (Consideration): Meta, Amazon Streaming, Email

• BOF (Conversion): Search, Shopping, Affiliate, Retargeting

Case in Point: HerWellness by Metagenics

A nine-figure reach campaign across Meta, TikTok, and CTV drove over five figures in new customers, all while improving ROAS by 30%. Strategic sequencing of creative ensured users were guided from awareness to purchase.

Why It Works

• Builds brand equity

• Preps audiences for lower-funnel engagement

• Reduces CAC volatility over time

Stay tuned for part two: How to visualize your full-funnel journey using GA4 and Looker.