What are the Funnel-Stage Terms?

The funnel-stage terms are the terms that we use to classify search queries into different stages of the buyer's journey.

The stages are:

  • Top of Funnel or <code>tof .<code> This funnel stage is associated with the awareness stage in a buyer's journey.
  • Middle of Funnel or <code>mof<code> This funnel stage is associated with the consideration stage in a buyer's journey.
  • Bottom of Funnel or <code>bof<code> This funnel stage is associated with the decision stage in a buyer's journey.

Default Bottom-of-Funnel Terms

  • where to buy::where to buy
  • buy ::buy
  • shop ::shop
  • for sale|sale::for sale
  • purchase::purchase
  • coupon::coupon(s)
  • discount::discount
  • closeout::closeout
  • deal |deals ::deal(s)
  • shipping | ship|freight::shipping
  • price ::price
  • finance::finance
  • credit::credit
  • under ::under
  • appointment::appointment
  • call::call
  • service::service
  • schedule::schedule
  • near me::near me
  • hire ::hire
  • for hire ::for hire
  • book ::book
  • hours ::hours

Default Middle-of-Funnel Terms

  • best ::best
  • top ::top
  • cheap ::cheap
  • affordable::affordable
  • review::review
  • popular ::popular
  • favo.*rite::favorite
  • good::good
  • value::value
  • checklist::checklist
  • how much::howmuch
  • option::option
  • lowest::lowest
  • highest::highest
  • average::average
  • do I need::do I need
  • type::type(s)
  • which ::which
  • compare |comparison ::compare
  • (20[1-2][1-9])::model year

Default Top-of-Funnel Terms

  • where::where
  • how ::how
  • for ::for
  • with ::with
  • increase ::increase
  • remove::remove
  • lower::lower
  • fix ::fix
  • grow ::grow
  • issue ::issue
  • what are::what are
  • what is::what is
  • what can::what can
  • what does::what does
  • template::template
  • example::example
  • tips::tips
  • tricks::tricks
  • why::why
  • guide::guide
  • solution::solution

How to view the terms above

Each list of default terms above shows the term we're filtering by on the left and the label the user sees in Explorer is on the right of the <code>::<code>
<code>capture term::label<code>

You may notice that some of the capture terms have spaces after them.  This is so that we capture the string as a separate word and not capture strings of letters that might also be part of another word.

For example, <code>cheap ::cheap<code> allows us to capture cheap, but not <code>cheaper<code> or <code>cheapest<code>.

If we wanted to capture all three, we'd use a pattern of <code>cheap::cheap<code>

How the Funnel-Stage Terms Function

  • If you customize the terms for your pipeline, the new funnel terms will override the default terms for all of your properties in the pipeline.

Example Customizations


You customize the Middle-of-Funnel Terms <code>mof<code>.


The <code>mof<code> terms are customized and the default Top-of-Funnel <code>tof<code> and Bottom-of-Funnel <code>bof<code> terms are left in place for all properties in the pipeline.


You customize the mof, bof, and tof at the pipeline level.


The <code>mof<code>, <code>bof<code>, and <code>tof<code> terms are customized for all properties in the pipeline.