The Challenge
Before partnering with Fospha, Adanola had their sights set on scaling up fast and across a wider global market. However, they were faced two major hurdles:
- Difficulty justifying larger investments in upper-funnel campaigns, where returns are often hidden by Last Click reporting.
- Ambitious US growth plans constrained by high acquisition costs.
Without credible measurement, it was challenging to prove the long-term business impact of Paid Social, particularly within Awareness and Consideration campaigns - or to convince finance to back bold budget increases. Traditional Last Click measurement and platform reporting stunted investment in the upper funnel, leaving too much value hidden.
The Solution
Adanola onboarded with Fospha to move beyond Last Click and adopt always-on, full-funnel measurement.
For over 18 months, the Adanola team, led by their Head of Digital, have embedded Fospha deeply into their operations. They are among the top 5% cohort of Fospha clients for product usage, reflecting a culture of daily, data-driven decision making.
How they did it
Here’s a breakdown of how they use Fospha:
- Channel managers rely on Fospha's Core dashboards for optimization, reporting, and channel health checks.
- The team also rely on Beam, Fospha’s incremental forecasting tool, for strategic planning and modeling growth scenarios.
- Adanola’s approach involves always-on measurement to guide decision-making, replacing slow, one-off tests with daily, full-funnel insights.
Fospha’s measurement has given Adanola the confidence to scale aggressively into upper-funnel campaigns - backed by credible proof of long-term ROI that traditional reporting couldn’t provide.
The Results
Adanola have achieved the “holy grail” of brand growth: spending more while getting more efficient. With Fospha backing their measurement and accelerating their trajectory, the brand has sustained year-on-year growth across both their global markets: they saw a 2.15X blended revenue uplift in their US market, with UK market ROAS increasing by 48% at 30% increased spend.
The team have also seen exemplary performance across their channel mix as a result of their all-in full-funnel approach:
- Meta Performance: By investing 50% of spend into Awareness & Consideration, Adanola’s conversion activity now outperforms its industry average by nearly 2X. A full-funnel push on Meta delivered a 96% ROAS increase and a 43% drop in CAC.
- TikTok Performance: Shifting to a full-funnel approach on TikTok led to a 17% CAC decrease and 68% revenue uplift on the platform.
- Google Performance: Scaling Google PMAX spend delivered a 50% increase in quality traffic and a 30% revenue uplift.
The Bottom Line
By embedding Fospha’s measurement across their team, Adanola has proven that bold full-funnel investment pays off. With Fospha as their daily source of truth, they’ve achieved both growth and efficiency - unlocking US expansion, maximizing upper-funnel ROI, and setting a new industry benchmark for fashion brands scaling globally.
Footnotes:
Impact type: Blended performance (across both US and UK markets) and Paid Media performance, referencing Paid Social channels specifically (Meta, TikTok, Google).
Period comparisons & time range: Year-on-year period comparison (1 September, 2024 - 31 August, 2025 vs. 1 September, 2023 - 31 August, 2024).
Markets analyzed: United States (US) and United Kingdom (UK).
The Results:
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