Insights
August 6, 2026
Why upper-funnel spend makes PMAX and Brand Search work harder
New Fospha data: cutting YouTube spend by 57% dropped Brand Search ROAS 17% and raised CAC 33%, even with PMax and Search strategy unchanged.
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Fospha Academy
Measurement built for
modern marketing
Your go-to hub to master the fundamentals of modern marketing measurement: from MMM to incrementality, and everything in between.
Introducing
Fospha Academy
We created Fospha Academy with the aim of bringing together the fundamentals of marketing measurement. It’s built from real experience working with hundreds of brands, tackling these challenges every day.
Our goal is simple: to cut through the jargon, share what really matters, and help marketers build the right foundation for measurement - no matter where they are in their journey.
Explore the lessons
Learn how today’s top brands measure smarter. Explore our articles on Media Mix Models (MMM), incrementality, operationalizing MMMs, model validation, vendor selection, and more.
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Fospha glossary: Key terms to know
Essential marketing measurement terms explained. Master the language of modern attribution.
Read our glossary of terms
Stay ahead with the inside scoop from Fospha.
For over 10 years, we've been leading the change in marketing measurement.
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Meet Budget Planner
Better ROI, Same Budget
Introducing Budget Planner. We test 5,000 versions of your budget, optimize 500 of them in full, and hand you one plan built from the strongest results.
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