The Challenge
Prior to partnering with Fospha, the Apfelkiste team faced significant challenges in understanding and scaling their TikTok advertising efforts:
Inaccurate Native Reporting: Despite implementing TikTok’s server-side Events API, the platform's impression-based reporting and privacy-protected conversions often went uncounted. This led to TikTok's contribution appearing minimal, causing the marketing team to doubt the channel's true incremental impact.
Multi-Channel Complexity: Operating across eight concurrent marketing channels meant a high degree of overlapping touchpoints, with each platform reporting performance differently. Without a comprehensive, full-funnel solution to have visibility of impressions and clicks across all channels, the team struggled to accurately identify which purchases genuinely originated from TikTok, a highly impression-driven platform.
Conservative Budgets & Flat Performance: Due to the lack of reliable attribution and clear performance insights, daily TikTok spend remained conservative. While TikTok revenue showed a healthy ROAS, it appeared to have plateaued, with no clear path to scale profitably.
The Solution
Fospha’s platform empowered Apfelkiste to move beyond channel-level reporting and towards true, full-funnel measurement, giving the team confidence to scale their TikTok activity and invest where growth was driving performance:
- Daily, granular, ad-level measurement: Fospha’s Core model connected Apfelkiste’s ad platforms, analytics, and commerce data to build a single, daily source of truth across all channels. This enabled 100% conversion matching and exposed how TikTok was driving incremental value beyond what native reports showed.
- Incremental forecasting powered by Bayesian modeling: Powered by Beam, Apfelkiste gained visibility into the true incremental impact of TikTok within their overall marketing mix. By forecasting performance under different spend scenarios, Beam revealed that TikTok activity still had significant headroom to scale profitably, helping the team plan higher budgets with confidence rather than relying on static attribution alone.
The Results
Backed by Fospha's insights, Apfelkiste transformed TikTok from an under-attributed experiment into a powerful growth engine within their first seven months after onboarding with Fospha. They achieved impressive results:
- 65% average daily TikTok revenue lift
- 66% increase in average daily TikTok spend
- ≈10x ROAS stability (pre-implementation: 10.15x; post-implementation: 10.13x)
Despite a significant boost in budgets, ROAS remained consistently high, validating Beam’s initial forecast that TikTok activity had headroom to scale efficiently.
The Bottom Line
With the help of Fospha’s full-funnel measurement, Apfelkiste moved beyond channel-level optimization to understand the true drivers of incremental growth. What began as a challenge to measure TikTok’s performance became a wider transformation in how the team evaluates, forecasts, and scales investment across all digital channels.
With Fospha’s insights helping guide their marketing decisions, Apfelkiste is able to invest with confidence, unlocking sustainable growth and improving efficiency across their entire media mix.
The Results:
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