Travelpro: Turning measurement into a full-funnel growth engine backed by Fospha

The Challenge

Travelpro was facing a familiar but urgent problem. CPMs were climbing. Lower-funnel channels were maxing out. Travelpro and Wpromote knew growth required investing further up the funnel, but their measurement setup couldn't support it.

By the time consumers were ready to make a big investment in luggage, they weren't familiar or trusting of the Travelpro brand, and by then it was too late. Upper funnel was needed to generate demand, but the brand was concerned that lower-funnel metrics would actually suffer.

Last Click was masking what upper-funnel channels actually contributed. Snapchat, Meta, and TikTok were generating demand, but the data didn't connect that demand to downstream revenue.

The result was a strategic deadlock:

• No trusted data = no justification to shift budget
• Spend concentrated at the bottom of the funnel
• Acquisition costs rising, growth stalling

This is a common pattern Fospha sees across the market: click-based models structurally under-credit demand generation - locking brands into bottom-funnel spend until CAC rises and growth plateaus.

The Solution

Fospha gave the team something they'd never had: daily, ad-level visibility into every channel, campaign, and objective - from awareness to conversion.

For the first time, Travelpro could see which upper-funnel investments were genuinely driving revenue - and which lower-funnel tactics were being over-credited by Last Click.

The team acted on it. Budget shifted away from inefficient lower-funnel spend and toward demand creation, with Snapchat taking a central role in the new media mix.

The strategic rebalancing delivered meaningful uplift across Travelpro's entire business. As a result, they saw:

• +19% ROAS improvement YoY in Q4, demonstrating that shifting spend toward demand creation didn't come at the expense of efficiency - it improved it.
• 4.8X growth in revenue from upper-funnel in incremental revenue attributed to upper-funnel activity, revenue that would have remained invisible under Last Click measurement.
• 6X increase in upper-funnel share of wallet, reflecting a fundamental shift in how Travelpro allocates its media budget.
• 22% reduction in CPM entering 2026, driven by more efficient media buying and reduced competition for saturated lower-funnel inventory.

Under Last Click, Travelpro's upper-funnel campaigns looked like they weren't working. Fospha's impression-based measurement revealed the opposite: that demand creation was driving real revenue, efficient acquisition, and scalable growth.

Fospha's data consistently shows that the highest-performing brands invest significantly more in upper-funnel activity than the market average. Travelpro is proof of what happens when brands have the measurement to back that shift.

"We always believed Snapchat was contributing more than our reporting showed, but we didn't have the data to prove it. Fospha gave us that visibility for the first time - we could see exactly how our Awareness and Consideration campaigns on Snap were driving real revenue downstream. That changed how we invest. We're no longer guessing about upper-funnel impact; we're measuring it, and the results have been transformative." – Jennie Kaylie, Head of Marketing & Product, Travelpro

The Bottom Line

Last Click keeps brands locked into the bottom of the funnel. Full-funnel measurement breaks that cycle. Travelpro and Wpromote used Fospha to see what was really driving growth, shifted budget accordingly, and delivered stronger ROAS at scale. Brands working with Fospha achieve 30% higher ROAS than the market average - and Travelpro is a clear example of why.