Blog

Product category reporting in measurement: what it means and what Fospha now enables

Insights

24 Jun 2026

Product category reporting in measurement: what it means and what Fospha now enables

Fospha's Custom Categories lets enterprise brands report ROAS, spend, and revenue by product category - refreshed daily, no spreadsheets required.

How to Prove Brand Spend is Working Before the Revenue Arrives

Glow by Fospha measures the causal impact of brand spend on leading indicators like branded search and engaged sessions, using the Brand Impact Ratio (BIR).

Fospha's May Product Debrief: faster to use, broader in coverage, and more flexible for complex businesses

In May, Fospha launched Ask Fospha AI - a conversational layer that lets teams ask performance questions in plain language and get answers grounded in Fospha's independently modeled, daily-refreshed measurement, inside the platform and inside AI tools like Claude and ChatGPT via MCP. New connectors for Vibe.co and ShopMy bring streaming TV and creator commerce into the same unified view as paid social and search. Custom Dimensions lets enterprise brands apply their own business taxonomy across every dashboard, export, and API call, set once by an org admin.

Ask Fospha AI is your marketing strategist inside the Fospha platform

Ask Fospha AI is a conversational AI assistant built into the Fospha platform. Ask any paid media performance question in natural language and get instant, data-grounded answers.

Fospha and Vibe Partner to Bring Performance Measurement to Premium CTV

Fospha now integrates with Vibe.co, bringing CTV spend and impression data directly into Fospha's always-on, impression-led Media Mix Model. For performance marketers running Vibe alongside paid social and search, CTV's daily contribution to revenue and ROAS now sits in the same unified view as every other paid channel - measured with the same MMM rigour, updated every 24 hours.

Measure Everything. Trust the Numbers. Act on It Anywhere: Fospha's April Releases

In April 2026, Fospha launched three key releases for retail eCommerce brands: GMV Max Halo for full cross-channel TikTok commerce measurement, Spark AI MCP for querying Fospha's independently validated performance data directly inside AI tools like Claude and ChatGPT, and Benchmarking for comparing spend against top-performing peers.

Brands see 3.2x higher Total Commerce ROAS when measuring GMV Max's full cross-channel impact

GMV Max Halo is Fospha's cross-channel measurement solution for brands running TikTok's GMV Max ad product. It uses a daily Marketing Mix Model to capture the full revenue impact of GMV Max campaigns across TikTok Shop, Amazon, and DTC - producing a single Total Commerce ROAS figure, calculated on a consistent net-revenue, order-based methodology, that sits alongside Meta, Google, and every other channel in your mix.

Fospha and Universal Ads partner to bring performance measurement to premium CTV

CTV has been one of the hardest channels to justify on performance terms. That's about to change.

How Gymshark connects measurement & AI to drive incremental growth at scale

AI is only as good as the data it acts on. Before you hand your budget to automation, make sure the foundation is ready.

When metric misalignment costs more than the meeting

Custom Metrics is a no-code feature in Fospha that lets Admin users define organization-specific KPIs - like Cost of Sale, Revenue per Visit, or Conversion Rate. Once calculated, these metrics appear across Channel Health Check, Reporting, and Optimization dashboards, eliminating spreadsheet version drift. Each organization can create up to 10 custom metrics that refresh daily alongside Fospha measurement.

02 Mar 2026

Driving Forward: Why Most Measurement Tools Keep You Looking in the Rearview Mirror

Most marketing measurement tools are backward-looking. They report what happened — last month’s ROAS, yesterday’s conversions, historical channel performance — but they don’t tell you what to do next. Modern teams need prescriptive, forward-facing measurement that recommends budget shifts, guides optimization at the right level of granularity, and enables automation at scale.

Diagnose a ROAS shift in minutes (not hours)

Turning ROAS analysis from manual reporting into defensible, full-funnel diagnosis - built on Fospha’s trusted measurement foundation.

Model Spotlight: How Fospha measures the full funnel and why last click isn’t enough

A step-by-step walkthrough of Fospha’s measurement model, from GA4 validation to impression-led MMM, showing how we reveal the true impact of every channel.

Plan Your 2026 Budget with Confidence: Beam’s Incremental Forecasting Upgrades

Discover Beam's new incremental forecasting upgrades designed to help marketing teams plan 2026 budgets with confidence using real-time performance data.

Can a Media Mix Model provide reliable guidance at the ad or creative level?

28 Jan 2026

Can a Media Mix Model provide reliable guidance at the ad or creative level?

Media Mix Models aren’t built to judge individual ads, but creative decisions still matter. This article explains why pure MMM breaks down at the ad level, and how a modern, hybrid MMM approach can provide reliable, full-funnel guidance for creative prioritization without overstating precision.

Fospha and Reddit Partner to Unlock Full-Funnel Measurement for Retail Advertisers

Fospha and Reddit have announced a joint partnership to help retail brands measure and unlock Reddit’s full-funnel impact.

How do you measure the performance of your model? The role of nRMSE, R², and back-testing explained.

26 Nov 2025

How do you measure the performance of your model? The role of nRMSE, R², and back-testing explained.

Learn how Fospha measures model performance using nRMSE, R², and back-testing inside its transparent Glassbox framework. A practical guide to understanding model accuracy, detecting drift, and building trust in your marketing measurement.

5 questions to ask your incrementality-test provider before launching an experiment

14 Nov 2025

5 questions to ask your incrementality-test provider before launching an experiment

Before running an incrementality test, it’s worth checking that the design, execution, and metrics will give you results you can trust. These five questions help you understand whether your provider can deliver lift estimates that are both methodologically sound and genuinely useful for decision-making.

14 Nov 2025

Beyond the Checkout: Measuring the True Impact of Marketplaces for Beauty Brands

For beauty brands, Amazon and TikTok Shop influence far more revenue than the checkout data shows. The winning brands measure the full journey, how marketplace exposure drives discovery, demand, and conversion across every channel.

07 Nov 2025

Lifting the Lid: How Fospha Helps Beauty Brands Measure Performance in a Black-Box World

Explore how Fospha’s glass-box measurement brings clarity to an increasingly black-box marketing world, helping beauty brands understand what truly drives performance and scale with confidence.

Click vs. Impression Measurement: What’s the Real Difference and Which Should You Trust?

05 Nov 2025

Click vs. Impression Measurement: What’s the Real Difference and Which Should You Trust?

In modern marketing measurement, clicks tell only part of the story. This blog explains the difference between click and impression measurement, how clicks capture intent while impressions reveal influence, and why both are essential for understanding true campaign performance. Explore how unifying these signals through media mix modeling gives marketers a clearer, more reliable view of full-funnel impact.

03 Nov 2025

The State of Beauty: What We’ve Learned From Working With Beauty Brands

Discover what we’ve learned from partnering with top beauty brands, and uncover the real performance patterns, challenges and opportunities defining the modern beauty landscape.

Seizing the Downturn: Gaining Market Share Through Smart Measurement

Fospha's Chief Product Officer, Dom Devlin, shares his insights on why cutting brand awareness spend during an economic downturn is a missed opportunity.

Redesigned for Performance: How Fospha's New Interface Shows More With Less

Read how Fospha's new interface enhances performance marketing with improved data visualization, customization, and accessibility, making decision-making easier and faster for marketers.

TikTok x Amazon partnership: What does it mean for marketing?

Discover the impact of the TikTok x Amazon partnership on marketing, blurring the lines between social engagement and ecommerce. Explore the benefits, challenges, and future implications of this game-changing collaboration.

Unlocking Brand Growth: Strategies for D2C and E-commerce Marketers

Discover effective strategies for scaling brands in D2C marketing, with insights from 71 brands. Learn more and download Fospha’s full report.

Last Click continues to undervalue Paid Social in 2024, and Fospha reveals TikTok's true 'halo effect'

Discover the undervalued impact of Paid Social channels Meta and TikTok in driving eCommerce sales, as revealed by Fospha's research on Last Click attribution.

Fospha x Grow.co: Fospha Attribution Reveals Substantial Opportunity in Snapchat

Discover how Fospha and Grow.co's collaboration unveils Snapchat's hidden advertising potential.

Snap Selects Fospha as Measurement Partner for Retail eCommerce

Snap and Fospha partner to boost eCommerce ad effectiveness on Snapchat, enabling precise campaign measurement and improved ROI.

TikTok Badges Fospha as its Newest Measurement Partner

Explore the innovative partnership between TikTok and Fospha, which enhances digital marketing measurement and offers advanced insights for advertisers on TikTok.

Fospha Announces a New Measurement Partnership with TikTok to Allow Brands to Properly Measure Top of Funnel Media

Learn how the partnership between Fospha and TikTok will tackle the challenges of digital marketing measurement in eCommerce, particularly on TikTok.

Unlocking the Power of Upper Funnel Spending in eCommerce

Unlock the power of upper funnel spending in eCommerce with Fospha's 2023 research report, Elevating eCommerce: The Unseen Power of Upper Funnel Spending.

Growth for TikTok and top of funnel ads - Fospha's data-driven predictions for 2023

Fuelled by a powerful attribution model and data from across the eCommerce space, Fospha offer their data-driven marketing predictions for 2023.

Burning platforms: how to cope with data loss in the transition to GA4

Switching from Universal Analytics to GA4 can be scary. Here are Fospha's top tips on how to manage the transition.