An advertising funnel is designed to capture information about a user and direct them further into a sales process to get them closer to a sale. Different people react differently to materials and segmenting the type of user and displaying a more relevant message typically yields better results.
Sometimes marketers will ask a user a question about their likes or age before sending them to the next page. That allows them to take that information and customize the following information to the user’s liking, increasing the chances they’ll complete the desired action. It’s called a funnel because it starts at the top with a big opening and no classification, and then as the user moves through the process more is learned about them, and the message becomes more tightly targeted.