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How to measure SaaS TOFU, MOFU and BOFU content

Crafting a SaaS content strategy and putting out content is only half the battle. The real challenge is measuring how each piece of content contributes to sales.


You’d have to trust your gut to decide on which content to create and revise. Yeah, software tools do most of the heavy lifting, but they're there to assist you, not call the shots. This post will help simplify the process so you can optimise your SaaS content strategy for success. 


Before we go further, let's lay some groundwork on the SaaS sales funnel. You can skip the steps to measure SaaS content if you know the basics. 


Phases of a conversion funnel: discovery, consideration, conversion and retention.

What is a SaaS sales funnel? 

A SaaS sales funnel is made up of three stages: TOFU(top of the funnel), MOFU(middle of the funnel) and BOFU(bottom of the funnel). In broad terms, it can be broken down into awareness(TOFU), consideration(MOFU) and conversion(BOFU) stages.


There’s no linear path in the buyer's journey. Some prospects might move directly from the TOFU to the BOFU stage or from the MOFU to the BOFU stage and vice versa. 


ToFu, MoFu, Bofu funnel with ToFu at the top and BoFu at the bottom.

Now, let's assume you have a no-code website builder. A user(named Tony Stark) finds your product from a YouTube video(TOFU content). 


When Tony looks for a website building solution, he finds your business again on Google through a listicle:“Best AI website builders for small businesses” (MOFU content) and signs up for your free plan. 


After a month of seeing your emails (MOFU content), he reluctantly uses your tool to build a mini bakery website and is blown away by the site he got in 30 minutes. 


Tony checks out your case studies, reviews and product use cases (BOFU content) and becomes a customer. 


What is SaaS TOFU content? 

The top-of-the-funnel SaaS content is targeted at a wide audience that isn't problem-aware. This type of content is meant to generate interest in your product and put your brand in front of more eyes.


Assuming you have an e-commerce website builder, you can create TOFU content about a “beginner's guide to e-commerce.” I entered those exact words on Google, and Shopify’s guide appeared as the first result after AI Overviews.


Goal of SaaS TOFU content

To increase engagement, website traffic and brand awareness. 


Examples of SaaS TOFU content

SaaS TOFU content can be in the form of:

  • Blog posts

  • Social media posts

  • YouTube videos

  • Infographics 

  • Memes

  • Industry trends 

  • Podcasts 

  • Webinars

  • Statistical posts 

  • Thought leadership content 

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What is SaaS MOFU content? 

SaaS MOFU content speaks to an audience that's problem-aware and is seeking solutions. Your MOFU content should touch a particular pain point and show how your product can solve your prospect’s problems. 


A good example of a SaaS MOFU content is the state of search report in Q1 of 2025 by Datos in collaboration with Rand Fishkin, CEO of SparkToro. 

Goal of SaaS MOFU content 

Acquiring leads and positioning your product as the best solution to their unique needs. 

Examples of SaaS MOFU content 

Here are some examples of SaaS MOFU content:

  • Articles or blog posts

  • Social media posts

  • Email campaigns 

  • YouTube videos 

  • Demo videos 

  • Gated content 

  • Templates 

  • Product reviews

  • Reports

  • E-book

  • Whitepapers

  • Quiz and polls 


What is SaaS BOFU content? 

BOFU is the most important stage in your funnel, and it is primarily aimed at converting leads to customers. The leads could be free users, free trial sign-ups, or users who booked a product demo. 


Your SaaS BOFU content is meant to prime users to purchase your product by eliminating their objections and showing results that other businesses have gotten with your tool. 


For instance, you can publish case studies that show how businesses used your product to increase revenue or save time. Userpilot does this well by creating a case study page on their site. 


Goal of SaaS BOFU content 

Converting leads into loyal customers. 


Examples of SaaS BOFU content 

Depending on your content strategy, you can use any of these BOFU content:

  • Product comparison posts

  • Alternative articles 

  • Case studies 

  • Landing page

  • Reviews and testimonials 

  • Email campaigns 

  • Customer stories 

  • UGC(user-generated content) 

  • FAQ pages

  • Use cases content 

  • ROI calculator 

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Platforms for distributing SaaS TOFU, MOFU and BOFU content

The platform for distributing your content will largely depend on your product and target audience. 


Generally, you can use these channels to share your TOFU, MOFU and BOFU content:

  • Website pages

  • Website blog

  • LinkedIn 

  • X(formerly Twitter) 

  • YouTube 

  • TikTok 

  • Facebook 


7 steps to measure your SaaS TOFU, MOFU and BOFU content 

Here comes the meat of this post. These strategies will give you a blueprint to follow: 


  1. Identify the goal of each content 

Being clear on your individual and long-term content marketing goals will make it easier to measure the impact of your content. 


You need to set goals for each social media post, article, or video that goes live. It should align with your overall content marketing strategy


  1. Choose your tech stack

You can't accurately measure the impact of your SaaS content without certain tools. These tools would help you measure your KPI(key performance indicators) and tweak your content strategy when your campaign isn't hitting the mark. 


Here are some tools you can use to monitor your content ROI:

  1. Website content: Google Analytics 4(GA4), Google Search Console(GSC), Ahrefs, Moz, and Semrush 

  2. Email campaigns: MailChimp, Mailmodo, CovertKit, MailerLite, and Active Campaign

  3. Social posts: Hootsuite, Social Pilot, Buffer, Agorapulse and Loomly

  4. CRM(customer relationship management) and sales analytics: HubSpot, Pipedrive, Salesforce, Zoho CRM and Close


  1. Define your attribution model

An attribution model will help you identify the TOFU, MOFU or BOFU content that led to the sale. 


There are two types of attribution models: single-touch and multi-touch. The single-touch model scores a sale based on a single touchpoint in the buyer's journey, while the multi-touch model works on multiple touchpoints in the customer journey. 


It's best to use single-touch attribution if your sales cycle is short, and multi-touch attribution for long and complex sales cycles. 


For example, a single-touch attribution will work for a low-ticket B2C SaaS product(like a VPN), and multi-touch attribution will serve a B2B SaaS product for SMBs(like an ESP). 

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  1. Track your SaaS BOFU content 

You're in the SaaS business to make passive income, right? So, tracking your BOFU content should come first before anything else. 


In that case, you’d have to measure some metrics to evaluate your content strategy. 


Here they are:

  • Conversions: Use your CRM to track customer acquisitions and revenue. You can calculate it by dividing the number of unique visitors to a BOFU page by the number of sales and multiplying it by 100%. 

  • Product demo bookings: Your CRM will help you measure this metric. However, you can do this manually by dividing the demo calls by the number of conversions and multiplying the figure by 100%. 


Deepak Shukla, CEO of Pearl Lemon Leads, shares his process of tracking BOFU content: “We tag all bottom-funnel content with UTM codes and tie performance to booked calls and closed deals. If a case study doesn’t convert, it’s either rewritten or retired”.


I’d say that's a good approach to tracking SaaS BOFU content, and there's no point keeping BOFU content that isn't converting. 


  1. Assess your SaaS MOFU content 

Measuring your MOFU content is also a key part of your sales cycle. Though the metrics you’ll be tracking will differ from your BOFU content. 


Let's take a look at them:

  • New product sign-ups: Regularly check the number of new users using your CRM tool. Email sequences should be in place to nurture the leads. 

  • Lead magnet downloads: This is quite simple: divide the unique visits on the lead magnet page by the number of downloads. Your GA4 or ESP can help automate this. 

  • Free trial sign-ups: Use your sales analytics or CRM tool to track the number of free trials that use your product and those who turn into customers. 

  • Lead qualification(MQLs and  SQLs): For starters, Market Qualified Leads(MQL) are leads qualified based on their similarities to your customer persona. Sales Qualified Leads(SQL) are leads qualified by your sales team via demo calls. You should track your lead qualification rate for your MOFU content using your sales analytics tool. 

  • Webinar registration: Compare the number of webinar sign-ups and attendees to those who purchased your product. 


Kevin Heimlich, CEO and founder of The Ad Firm, explained more: “We track the raw number of users who sign up for a free trial, of course, but the real magic is in the activation rate. [...] If someone signs up for a trial but never actually uses it, that's not a success”.


With this in mind, you can know the value of your MOFU content by the number of users who sign up and interact with the key features of your product. 


  1. Gauge your SaaS TOFU content's success

Earlier on, I mentioned the goal of SaaS TOFU content: increase engagement and brand awareness. So, your KPIs should be in sync with these goals. 


Here are some TOFU metrics you can use to audit your content:

  • Organic traffic: This involves search impressions(the number of people that see your content on SERPs), top-ranking pages and monthly search volume. You can assess these metrics with Google Analytics 4, Semrush or Ahrefs. 

  • Number of likes, comments and shares on social media posts 

  • Number of views in your video content 


Oleksii Kratko, CEO of Snovio, gives his insights on this: “We track search-driven organic traffic for terms like 'cold email tools' and monitor how many visitors become engaged readers by scrolling 75%+ of a blog or watching 60%+ of a video. [...] “Our 'Cold Email Guide,' for example, drives 22% of our free-tier sign-ups by attracting the right audience”. 


This proves that you should grade TOFU content based on user engagement, not only traffic. 


A high bounce rate on a TOFU page can be okay if users get answers quickly while scrolling more than 50% of the page. 


General metrics for SaaS TOFU, MOFU, and BOFU content 

There are some general metrics that you should review in every piece of content, whether it's under the TOFU, MOFU, or BOFU category. 


However, you should take a nuanced approach in your evaluation because some metrics might not match the goal of your content. 


Here are the general metrics you should monitor: 

  • User behaviour: Average time on page, session duration, number of pages per visit, scroll depth on pages and user heat map 

  • Page views: Number of unique visitors and returning website visitors

  • Referral traffic: Site visits from social media, ChatGPT(and other LLMs), Google AI Overviews, emails, forums, etc

  • Social media posts: Viral posts, top-performing posts and low-performing posts

  • Brand mentions: Number of brand mentions on websites, forums and social media platforms 

  • Backlinks: Number of referring domains on your backlink profile, whether do-follow or no-follow 

  • Bounce rate: Visitors who immediately leave your page without clicking to another page or spending time on your page

  • Churn rate: The number of users who cancelled their subscription plans during a defined period. 

SaaS MoFu content

  1. Get feedback from new customers

Jasmine Charbonier, a content marketing strategist, emphasises this point: “Getting direct input from new customers about which content helped them make the purchase decision is pure gold.”


Go ahead and ask new customers which content made them choose your product. You can use a survey form or get on a call with some of them. This would help you to know which content to tune up to get better results. 

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Takeaways on measuring SaaS content

Learn to see every TOFU, MOFU, and BOFU content as real estate assets. If no one is engaging, making inquiries or buying, then the content is bad. 


You’ll have to renovate(or refresh) it to make it more appealing to your ideal customers. 


In other words, your content should answer the questions buyers ask on demo calls, forums, and social media platforms. 


Did you get value from this article by Felix? Don’t forget to share it with your network and drop your thoughts in the comment section!

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