Abyat: Exceeding Revenue Targets While Cutting Budget by Moving Beyond Last Click to Full-Funnel Measurement
Abyat KSA is the Middle East’s leading home improvement and furniture retailer, with major operations across Saudi Arabia and Kuwait. While most revenue is driven in-store, the team recognized that digital channels were playing an increasingly important role in creating incremental demand.
The Challenge
Before Fospha, the Abyat team was structurally constrained by Last Click as the default lens to evaluate and optimize their paid media performance, which limited their ability to scale investment confidently across the full funnel. GA4 and platform reporting systematically under-credited demand generation channels, biasing performance toward lower-funnel demand capture and making upper-funnel investment increasingly difficult to defend under executive scrutiny.
Abyat also faced the critical challenge of internal validation. Without visibility into how alternative measurement outputs were generated or why they were reliable, the team struggled to defend recommendations to finance and leadership. These “black box” outputs made it difficult to explain where credit was shifting and why, eroding trust in the data and slowing decisions. This ultimately pushed the team back towards Last Click rather than confidently acting on a fuller view of performance.
These challenges intensified as the team approached a quarter with steep budget cuts - 35% YoY heading into Saudi National Day and 52% across Q3 - increasing the risk that spend would be pulled toward short-term demand capture at the expense of future revenue creation.
In order to defend upper-funnel investment, the team needed a measurement operating system that could place attribution signals in a full-funnel context and produce understandable, defensible, and usable outputs.
The Solution
Fospha provided Abyat with a daily, full-funnel measurement foundation through its always-on MMM Core, giving the team a consistent view of how paid media contributed to blended revenue beyond GA4’s Last Click reporting. This created a credible alternative to platform metrics - but without clear visibility into how results were constructed, the team still struggled to explain and defend decisions with their leadership.
Fospha's Model Spotlight was the critical transparency layer that made redistribution visible and explainable - showing where and why credit shifted, enabling the team to confidently reallocate budget toward the channels genuinely driving incremental demand. As a result, Abyat built trust in their data, aligned internally, and acted on insights with greater confidence.
Introducing Fospha's Model Spotlight
Here is a concise breakdown of what each stage of Model Spotlight reveals:
1. GA4 Last Click — The Starting Point
A baseline pulled directly from GA4’s last-non-direct-click data. Useful for final touchpoints, but misses most of the demand created by upper-funnel channels.
2. Daily MMM: Click Measurement — Identifying Clicks That Actually Drove Sales
A “wisdom of crowds” method combining four models (Last Click), Google DDA, linear regression, XGBoost) to determine which clicks genuinely contributed to revenue beyond GA4’s limitations.
3. Reconciliation — Matching to 100% of Real Sales
GA4 is reconciled against the eCommerce transaction log to correct for tracking loss (cookies, consent, blockers). Missing revenue is redistributed proportionally to ensure reporting aligns with the numbers the CFO sees.
4. Post-Purchase Attribution — Adding Customer-Reported Influence
Zero-party data (survey responses, codes) is incorporated to give channels like influencers the credit they deserve when clicks alone can’t tell the full story.
5. Daily MMM: Impression Measurement — Measuring Upper-Funnel Demand Creation
Machine-learning impression modeling (XGBoost + Shapley values) measures how channels like YouTube, TikTok, and Snapchat create the demand that later converts via Direct, Organic Search, or Brand PPC.
The results:
1Impact type: Blended revenue.
Period comparisons & time range: Year-on-year comparison across Q3 (1 July – 30 September), including the Saudi National Day trading period (23 September)
Markets analyzed: Saudi Arabia (KSA) and Kuwait (KW)
With the gap between Last Click reporting and true incremental impact made clear, Abyat was able to reallocate their budget with confidence despite significant cuts. Model Spotlight gave the team the evidence needed to prioritize channels driving demand creation, defend those decisions internally, and act decisively under pressure.
They delivered standout performance even with overall spend reduced1:
- +34% blended revenue YoY across Q3 overall, with 52% less spend
- +52% blended revenue YoY over Saudi National Day, with 35% less spend
- Digital performance was strong enough to offset underperformance in offline sales, enabling Abyat to beat their overall Saudi National Day target
With validated insights from Model Spotlight, the ABYAT team could defend their budget decisions to upper management with confidence.
“Every time management challenged the numbers, I could open Fospha to prove what was really happening. Over time, Fospha became our source of truth for digital performance.” - Rabee Sabha, Performance Marketing Lead, ABYAT
The Bottom Line
Fospha helped Abyat move beyond the constraints of Last Click measurement to understand what was truly driving blended revenue growth. With Model Spotlight, the team gained clear, full-funnel visibility into their performance - ensuring their measurement outputs were understandable, defensible, and trusted across the business.
As a result, Abyat was able to align stakeholders internally, defend smarter investment decisions with finance and leadership, prioritize channels creating future demand, and outperform targets despite significant budget cuts. Model Spotlight turned measurement transparency into confident action, enabling Abyat to scale what worked under pressure and build a stronger foundation for continued growth and expansion.
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