What is TTBV?

Top To Bottom View is a sequential funnel analysis methodology that examines the complete customer journey, starting from broad audience discovery (TOFU), moving through intent consideration (MOFU), and ending at final contract execution or e-commerce purchase (BOFU).

Where is TTBV Used?

Used in full-funnel marketing audits, conversion funnel drop-off analysis, multi-touch attribution modeling, and Customer Acquisition Cost (CAC) optimization.

What Does It Mean & Strategic Value

It reveals exact conversion velocity and drop-off points at each sequential stage of the buyer lifecycle.

Down-Funnel Impact

Highlights whether growth bottlenecks are caused by insufficient cold traffic awareness (TOFU), weak lead nurture proof (MOFU), or friction at checkout (BOFU).

Real-World Usage & Auditing

Applied by media buyers and growth marketers to balance ad spend allocation across TOFU awareness, MOFU consideration, and BOFU retargeting.

Why TTBV Matters for Growth

Ensures marketing teams build balanced, end-to-end conversion funnels rather than over-investing in a single isolated stage.

Operational Example Scenario

A growth team applies a Top To Bottom View to trace 100,000 ad impressions down to 2,500 landing page visits (2.5% CTR), 300 lead submissions (12% CVR), and 45 closed sales (15% SQL win rate).