Footasylum Unlocks 32% Year-on-Year Revenue Growth With Fospha

The Measurement Challenge

Before onboarding with Fospha, Footasylum used Last Click attribution and Ad Platform data, which reported vastly different results, and each presented their own limitations:

• Last Click: Last Click measurement skews credit toward bottom-of-funnel, click-based activities like Paid Search, while undervaluing the impact of higher-funnel impressions activities like Paid Social.
• Ad Platform: Ad platform data lacks an apples-to-apples view across channels, with inconsistent measurement models between platforms, making it unsuitable for assessing the relative impact of different channels.
  

The result?

• Footasylum lacked a single source of reliable measurement, experiencing huge discrepancies between Last Click and Ad Platform numbers, making it difficult to make budget decisions with confidence.
• The Paid Media team struggled to make a compelling business case for increased investment in upper-funnel campaigns. Since Last Click attribution couldn't capture the value of these campaigns, they were left relying on traffic metrics alone to report their success — providing insufficient evidence to demonstrate that these efforts were driving growth in top line sales and revenue.
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“We were stuck in short-term measurement cycles—focused on demand capture rather than building demand which we knew was key for long-term growth. We couldn’t prove the revenue impact of the budget we were already allocating to upper-funnel campaigns, let alone ask for more.” - Kelly Robinson, Head of Paid Media

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The Fospha Advantage

Fospha’s full-funnel measurement solution revolutionized reporting for Footasylum’s Paid Media team. From day one, they gained access to granular, year-on-year data, enabling them to quickly adjust budgets, optimize their Q4 strategy factoring in seasonal trends, and seize growth opportunities.

1. Proving Upper-Funnel Impact: Fospha’s dashboards revealed that Last Click had significantly undervalued impressions-based channels and campaigns. Footaslyum’s Paid Social channels were driving 20 times higher ROAS than Last Click was reporting. The team could also compare performance across campaign objectives, revealing that Awareness campaigns drove 88% higher ROAS than previously visible, unveiling huge value in the upper funnel that the team had never been able to prove.
2. Identifying headroom and forecasting budget optimizations: Using Fospha’s predictive Spend Strategist tool, Footasylum were able to identify which channels were showing signs of diminishing returns and oversaturation, and which had headroom to scale profitably, allowing them to make more informed cross-channel budget optimizations. Spend Strategist revealed that TikTok had offered huge scalability and that they could double daily spend in TikTok, while still remaining above their ROAS target.
3. Aligning Marketing & Finance : For Footasylum's Paid Media team, proving the value of upper-funnel campaigns and securing the necessary budget from the finance team was a persistent challenge. With Fospha, the finance team finally had the proof of ROI that they needed to justify increased investment to scale demand generation, both in terms of budgets, and creative resources.

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“Finance needs a clear view of ROI before allocating budget. In the past we didn’t have reliable unbiased data, to prove that demand generation drove revenue, making it hard to sign off, on increased budgets for these campaigns. Fospha’s dashboards have given us the evidence we need to invest with confidence in demand generation." - Darran Lord, Commercial Accountant

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Applying the FootAsylum Playbook

The key takeaway from Footasylum’s success? Better measurement leads to better decisions—and bigger results.

Here’s how your brand can follow the same path to unlock stronger performance and higher returns: 

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