Full-funnel Meta stack: $0.01 video views, $0.02 MOFU clicks
A TOFU → MOFU → BOFU funnel running across Traffic, Video Views and App Install objectives.
Overview
This is a Meta Ads · Full funnel case study for a saas / content brand client, run by Muhammad Naveed over january (1 month). The headline result was $0.01 cost per video view. A TOFU-MOFU-BOFU Meta Ads funnel running Traffic, Video Views and App Install objectives at $0.01 per video view.
Build a coordinated funnel where each campaign feeds the next: video viewers become podcast listeners, podcast listeners become product users.
The numbers, side by side.
Ads Manager — TOFU / MOFU / Video Views / App Installs side-by-side.
Challenge
Build a coordinated funnel where each campaign feeds the next: video viewers become podcast listeners, podcast listeners become product users.
Strategy
- —TOFU traffic to seed the audience
- —Video Views as the cheap awareness layer
- —MOFU traffic retargeting video viewers
- —App Installs as the BOFU conversion event
Execution
- —TOFU Post Traffic — 913 link clicks at $0.19
- —Video Views — 125K three-second views at $0.01
- —MOFU Post Traffic — 6,899 link clicks at $0.02
- —Buffer Podcast Traffic — 1,497 clicks at $0.28
The story
“Funnels don't fail because of bad creative — they fail because each stage is optimised in isolation. By treating Video Views as the cheap top of the funnel and MOFU traffic as retargeting against those views, MOFU CPC dropped to $0.02 — 9× cheaper than TOFU. That's what 'full-funnel' actually looks like in an account.”
Key takeaways
Cheap video views are the best MOFU fuel
Retargeting collapses CPC by 5–10×
Build funnels as systems, not isolated campaigns