The Beauty of Better Measurement: Makeup Mekka’s Story

The Problem:

Prior to partnering with Fospha, Makeup Mekka relied on a combination of Last Click attribution and individual ad platform data. This approach presented significant limitations:

• The Last Click Blind Spot: Last Click attribution biases heavily bottom-of-funnel, click-driven channels like Paid Search, inherently undervaluing the crucial role of upper-funnel activities such as Paid Social.
• Siloed Platform Insights: Ad platform data, while valuable, lacked a unified, "apples-to-apples" view across all marketing channels. 

Consequently, Makeup Mekka struggled to demonstrate the true value of investing in Paid Social channels to their financial decision-makers. This made it incredibly difficult to secure the necessary budgets to fully leverage these platforms.

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The Solution: 

Makeup Mekka onboarded with Fospha in December 2024, immediately gaining access to granular, year-on-year data. This visibility allowed them to quickly identify opportunities for marketing mix optimization.

• Revealing Hidden Value: Fospha's insights revealed that Last Click attribution had significantly underestimated TikTok's contribution to conversions, undervaluing the conversions it was driving by a staggering 6X. This highlighted a far greater potential within the platform than previously understood.
• Justifying Strategic Investment: Armed with this data, Makeup Mekka could finally confidently justify allocating increased budget to TikTok, a channel clearly demonstrating its ability to drive valuable conversions. In January 2025, they increased their TikTok spend in their largest market, Norway, by an impressive 84% month-over-month.
• Embracing a Full-Funnel Approach: Beyond simply increasing spend, Makeup Mekka strategically adopted a full-funnel approach within TikTok, investing across both Consideration and Conversion campaigns.

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The Results:

With the budget and strategic framework in place to operate effectively, TikTok delivered exceptional results for Makeup Mekka:

• Conversion Surge: Conversions driven by TikTok soared by an astounding 260% month-over-month following the increased investment.
• Improved Efficiency: Simultaneously, the channel's Cost Per Acquisition (CPA) reduced by 50%, demonstrating the efficiency gains from a full-funnel approach.
• Blended Performance Uplift: The increased investment in TikTok, a powerful channel for product discovery, also positively impacted overall marketing performance. In the Norwegian market, Paid Media ROAS saw a significant month-over-month increase of 44%. CPA across all Paid Media also improved by 30%.

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Makeup Mekka's early results with Fospha are striking. By embracing a comprehensive, full-funnel view of their marketing performance, they have unlocked significant growth and efficiency. The team at Fospha is excited to see what Makeup Mekka will achieve next as they continue to leverage the platformfor ongoing optimization across their entire marketing mix.

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