U Beauty × Eight Oh Two: How Full-Funnel Measurement Unlocked Peak Season Growth

The Challenge

U Beauty’s paid media stack was performing - but the team had a limited view into how well this positive performance was transforming into business KPIs. Last Click was only capturing 3% of Demand Gen’s true impact, systematically undercrediting the channels doing the heaviest lifting at the top of the funnel and making it difficult to justify scaling them.

The problem ran deeper than attribution. U Beauty’s Amazon presence had grown significantly, but there was no way to connect marketplace performance back to the DTC media driving it. Budget conversations lacked a unified baseline, and without a cross-channel view, the case for expanding upper-funnel spend was hard to make with confidence.

Additionally, heading into peak season and their biggest retail event of the year, U Beauty’s biggest priority was new customer acquisition, while maintaining efficiency at scale. The team needed the measurement confidence to capture the cross-channel impact of their sale across DTC and Amazon, and increase investment in the channels generating new demand.

The Solution

Revealing cross-channel halo effects

The U Beauty team’s first starting point was closing the measurement gap. Fospha’s Halo revealed that when Amazon sales were included alongside DTC, the ROAS of U Beauty’s impression-led channels increased by 20%. The cross-channel halo effect had been real, material, and invisible. With a unified view in place, the team had a credible basis to scale.

Optimizing Demand Gen strategy at scale

With help from their agency Eight Oh Two, the team restructured their Demand Gen strategy around what the data was already validating:

Rather than testing new creative, the team took U Beauty’s strongest Meta assets - including high-engagement UGC - and extended them into Google’s Demand Gen placements. A live product feed mapped to the SKUs in the creative allowed Google to dynamically pair ads with purchasable products, driving discovery rather than awareness alone.

Audience strategy was built to protect incrementality. A high-quality seed audience was expanded through lookalike modeling, with all past purchasers, CRM lists, and brand-familiar users excluded, ensuring every conversion was genuinely net-new. Optimization signals were extended to include Add to Cart alongside purchases, increasing learning volume and improving downstream conversion efficiency.

With visibility over the 20% ROAS uplift when Amazon sales were included alongside DTC, the U Beauty team were able to validate the full business value of upper-funnel investment and scale into it. Increasing their paid media spend by 34% during peak grew new customer conversions by 10% YoY and overall blended revenue lifted 9%. 

At the channel level, Demand Gen hit a target ROAS of 2.9 post-scaling. New customer conversions grew 10% YoY, confirming that Demand Gen was reaching and converting audiences new to the brand.

“Before we had a unified measurement view, it was genuinely hard to make the case for scaling channels like Demand Gen. We knew instinctively they were working — but the numbers didn’t back that up. Seeing the Amazon halo effect quantified changed the conversation entirely. It gave us the confidence to scale in a way we couldn’t have before, and the results during peak showed that was the right call.”- AJ Patel, SVP of Global Growth, U Beauty

“Fospha helped us validate that Demand Gen was driving real business impact beyond what platform reporting showed. Seeing that influence on new customers across both .com and Amazon gave us the confidence to lean in and make it a core part of our strategy. Platform reporting only tells part of the story, especially for mid-funnel channels. Fospha helped us understand the full impact of Demand Gen across both DTC and Amazon, which ultimately gave us the confidence to invest in it as a foundational part of the program.” - Caitlynn Goheen, Director of PPC, Eight Oh Two

The Bottom Line

U Beauty’s peak performance shows what becomes possible when measurement closes the gap between what marketing is doing and what finance can see. Fospha’s Halo data revealed the full cross-channel value of upper-funnel investment; Eight Oh Two’s execution translated that confidence into genuine net-new customer growth. The combination of measurement clarity and disciplined strategy is what separates a strong peak from a cautious one.

Footnotes

• Impact Type: Blended and paid media impact (DTC + Amazon via Fospha Halo measurement).
• Time Range & Period Comparison: Year-over-year, Q4.‍
• Markets Analyzed: US