How Callaway Golf uncovered 96% of hidden Paid Social revenue and scaled to +15% blended growth
Callaway Golf Company (NYSE: CALY) is a premium golf equipment, gear and apparel company with a portfolio of global brands, including Callaway Golf, Odyssey, and OGIO. Through an unwavering commitment to innovation and premium craftsmanship, Callaway designs, manufactures, and sells high-performance golf clubs, golf balls, apparel, bags, and other accessories - setting the standard for performance in the game of golf. The company sells equipment, balls, and accessories across more than 70 countries, with a growing DTC eCommerce operation in the US. With the golf market surging since 2020 and competition intensifying from new DTC entrants, efficient digital customer acquisition has become critical.
The Challenge
Callaway was making significant demand generation investments across Meta and TikTok, but Last Click was fundamentally misrepresenting channel value. Meta was delivering 18x more revenue than Last Click reported, and TikTok had near-zero visibility despite driving strong full-funnel performance.
Callaway's team was actively investing in demand generation and seeking to unlock the full potential of these channels, but without trusted measurement, Last Click was fundamentally misrepresenting channel value. Budget decisions skewed toward bottom-funnel channels, under-crediting the demand creation activity that was actually driving growth.
The Solution
Recognizing that their measurement approach needed to evolve with the complexity of modern paid media, the Callaway team moved decisively to replace Last Click with Fospha, an always-on, daily, impression-led MMM that revealed the true performance drivers across their channel mix.
ScalingTikTok with Confidence: Fospha showed TikTok was delivering strong full-funnel returns completely invisible to Last Click. The team now had trusted data to activate the channel at significantly higher spend levels and lean into Smart+ as the primary campaign strategy.
Validating and Growing Meta: Fospha confirmed Meta as a powerful demand creation engine, quantifying the full-funnel impact Last Click was dramatically under-reporting. With this clarity, the team had the evidence to grow Meta spend and double down on Advantage Plus (ASC) as the most efficient route to scale.
The results:
- Blended Business Impact: +14% spend growth, with blended ROAS improving +6%, showing efficient, profitable scale.
- TikTok: Spend scaled 18x YoY with ROAS improving +146%. 85% of conversions were new customers. Smart+ drove the most efficient growth.
- Meta: +47% ROAS improvement on +12% spend growth. Advantage Plus campaigns proved the most efficient strategy.
- The Measurement Gap: Fospha captured 24x more Paid Social revenue than Last Click. For Meta the gap was 18x; for TikTok, 95x.
"Fospha gave us a clearer, data-backed view of how our demand generation channels contribute to performance. With better visibility across the funnel, we’ve been able to make more informed decisions and allocate resources more effectively." – Tanner Brown, Senior Manager Digital Media, Callaway Golf
The Bottom Line
Before Fospha, Last Click measurement was hiding 96% of Callaway's paid social revenue. An industry-wide blind spot that Callaway moved decisively to close, turning measurement clarity into a genuine competitive advantage.
With trusted, full-funnel measurement, Callaway was able to prove channels like TikTok and Meta, channels Last Click undervalued, were driving the most valuable growth. With 86% of paid social conversions being new customers Callaway’s story is testament to how harnessing full-funnel visibility can lead to more profitable scaling - which can only begin with seeing the full picture.
Footnotes
Impact Type: Blended business uplift and channel-specific performance, measured via Fospha's impression-led Media Mix Model.
Time Range & Period Comparison: H2 2025 (Jul–Dec 2025) vs H2 2024 (Jul–Dec 2024), Year-over-Year. All percentage uplifts are YoY unless otherwise stated.
Markets Analyzed: United States (US).
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