Diagnose a ROAS shift in minutes (not hours)

Every performance team knows this moment.

ROAS has shifted.

The number is visible. The explanation is not.

Leadership wants clarity, quickly. Not just what changed, but why it changed and what should happen next.

Most teams can see that ROAS moved.

Few can confidently isolate whether the driver was:

- Spend reallocation

- Efficiency movement

- Revenue variance

- Portfolio mix shift

That gap between “ROAS moved” and “Here is the precise contribution logic behind the movement” often consumes 2–10 hours per week in exports, reconciliations, and narrative building.

More importantly, it introduces risk.

When diagnosis is slow or incomplete, capital allocation decisions are made with partial visibility.

Fospha’s Spark ROAS Agent is built to eliminate that gap.

Meet the Spark ROAS Agent (Beta)

The Spark ROAS Agent gives performance teams immediate, defensible diagnosis when ROAS shifts.

It sits on Fospha’s trusted, full-funnel measurement foundation - not platform-reported metrics - and automatically analyzes ROAS performance across your full marketing portfolio.

That means the diagnosis reflects reconciled, portfolio-wide performance, not siloed channel reporting. AI insights are only as reliable as the data beneath them. When built on fragmented or channel-level reporting, they create noise. When built on trusted, structured measurement, they create signal.

At both channel-objective and campaign level, it generates structured, plain-language insight. So you can see both the big-picture driver and the specific campaigns behind it. It surfaces:

- What moved

- Why it moved

- Where attention should go next

Instead of starting your week by reconstructing performance, you start with a structured explanation.

And that explanation is written in business language - ready to validate, interrogate, and share upward.

What Spark ROAS Agent enables

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1. Protect capital allocation across your portfolio

When ROAS shifts, the greatest risk is not confusion. It is misallocation.

Blended ROAS declines can mask upper-funnel efficiency gains.

Channel-level improvements can be misread as portfolio underperformance.

Fragmented or in-platform numbers can distort contribution.

Spark isolates which channel-objectives and campaigns contributed (positively or negatively) to overall movement.

It separates:

- Efficiency impact

- Spend movement

- Revenue variance

So instead of reacting to surface metrics, you can respond to the underlying drivers.

That clarity supports disciplined allocation decisions.

Teams can:

- Protect profitable demand-generation channels

- Avoid scaling activity that lacks incremental contribution

- Reallocate budget with evidence rather than instinct

Because the diagnosis sits on reconciled, full-funnel measurement, decisions are not only faster, they are defensible.

2. Compress executive decision cycles

Without structured diagnosis, the workflow stretches:

ROAS Movement → Investigation → Consolidation → Explanation → Alignment → Action

Spark compresses that to:

ROAS Movement → Diagnosis → Validation → Action

Instead of spending Monday rebuilding the story, you start with it.

Channel managers immediately see which objectives or campaigns drove the change.

CMOs get rapid directional clarity without waiting for consolidated reporting.

Finance conversations begin with reasoning, not spreadsheets.

This is where the 2–10 hours per week come back - fewer exports, fewer reconciliations, fewer late-stage explanations.

3. Reclaim reporting time and redeploy it into growth

Operational efficiency still matters.

Spark removes the manual translation layer:

No exporting.

No spreadsheet stitching.

No slide-building to reconstruct contribution.

Over a quarter, those reclaimed hours compound into more experiments, tighter optimization loops, and fewer blind spots.

Reporting overhead decreases. Strategic focus increases.

Built to strengthen judgment, not replace it

Spark helps teams move faster, but it does not override commercial judgment.

It assumes your ROAS targets reflect your commercial priorities.

It surfaces structured contribution logic, but teams must validate recommendations against business context - seasonality, promotions, strategic brand decisions.

Measurement intelligence should sharpen operator judgment, not remove it.

From diagnostic reconstruction to automated diagnosis

Traditional reporting requires teams to reconstruct performance movement before they can act.

Spark replaces reconstruction with immediate, structured diagnosis.

When explanation is grounded in trusted, full-funnel measurement, marketing decisions become easier to defend across leadership and finance.

Measurement stops being something you explain after the fact.

It becomes infrastructure for ongoing capital discipline.

The first visible step toward a more intelligent system

The Spark ROAS Agent marks the beginning of Fospha’s evolution from measurement platform to a more intelligent system.

The measurement foundation remains the same.

What changes is how quickly teams can action on it

Diagnosis becomes immediate. Investigation becomes structured. Decision cycles shorten.

Over time, this changes how teams operate.

Weekly reporting becomes faster. Allocation discussions become more disciplined. Optimization cycles tighten.

Instead of reconstructing performance after it moves, teams spend more time shaping where it moves next.

Faster more informed decisions means better decision velocity at the pace at which the marketing landscape shifts, meaning better business impact. No opportunity lost.

Spark begins that shift as the first of many Agents we're building - because measurement is only as valuable as your team can act on it, day to day. Our mission is to make always-on, full-funnel measurement drive faster, smarter optimizations with real incremental impact.

👉 Learn more.

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