Why choose Preference for Bottom-of-Funnel conversion?

We chose Preference because it's a more reliable indicator of Bottom-of-Funnel conversion.

Preference is clear and easy to measure. Whereas:

• Usage is harder to define. It requires consumers remembering using your brand and agreeing on the definition of "usage".

• Usage is a historic metric, while Consideration and Preference can refer to a consumer's current and future relation to the brand.

• Usage could sometimes be higher than Preference, especially outside of FMCG

For all these reasons, Tracksuit's recommendation is to use "Consideration --> Preference" as the ultimate bottom-of-funnel conversion measure.

It is also industry-standard to focus on Awareness, Consideration and Preference.