Awareness ≠ Reach: Rethinking Upper Funnel Marketing

In performance marketing, a lot revolves around direct conversions. But if you want to grow in the long term, you have to start earlier: when you first contact the brand. This is where Upper Funnel Marketing comes in — an area that is often underrated even though it is crucial.

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Find out more about this topic in the podcast episode with Jan! Listen now:

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What does Upper Funnel actually mean?

Upper Funnel describes the phase in which potential customers come into contact with a brand for the first time. It is not about making a direct purchase, but about creating attention and generating interest. The aim is to stay in your head — even before the purchase decision is even made.

Different metrics count in this phase than in classic performance campaigns. Instead of ROAS or CPA, the focus is on things such as reach, brand recall and recognition. Successful upper funnel campaigns tell stories, show attitude and convey a feeling — not just product features.

Why many brands underestimate the Upper Funnel

Upper funnel campaigns rarely deliver direct results. They don't immediately contribute to sales and are difficult to measure. This is precisely what causes many companies to neglect them. Their influence on later funnel stages is enormous:

• Users who already know a brand click more often
• Retargeting campaigns are becoming cheaper and more effective
• Trust is not created by chance, but through early presence

Anyone who ignores the upper funnel is wasting valuable potential — especially in saturated markets where buying decisions take time.

How Upper Funnel Marketing Works Today

Upper Funnel only works if creatives are truly tailored to the target group and the platform on which they are played out.

• Good upper funnel ads start with a strong hook
• They tell a clear story, often across multiple touchpoints.
• They adapt to the channel and the platform

It tests what really works: different messages, visuals or formats. Anyone who takes Upper Funnel seriously thinks strategically — and creatively.

Branding and performance

Upper funnel doesn't mean sacrificing performance. On the contrary, the best campaigns combine branding with measurable impact. Big brands are showing the way and smaller companies can also implement it.

Upper Funnel decides a lot

Upper funnel marketing is more than just a buzzword, it is a central lever for sustainable success. If you only look at the lower funnel, you only see part of the picture. Brands that want to grow must start earlier.

With DatAds, you have the tool to test Upper Funnel Creatives based on data, evaluate them across channels and gain measurable learnings. This turns attention into real impact and awareness into profitable performance.

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