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.

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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.

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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.
How do you read an incrementality test result?
November 10, 2026

How do you read an incrementality test result?

An incrementality test returns a range around a best guess. Learn how to read the range, compare it with break-even and interpret “no significant lift”.

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What is Meta Muse and how do businesses use it?
November 9, 2026

What is Meta Muse and how do businesses use it?

Meta Muse is a personal AI agent that plans and carries out tasks across connected apps. Learn what it does for small businesses and how to check its answers.

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What is cross-channel halo measurement in retail?
October 28, 2026

What is cross-channel halo measurement in retail?

Cross-channel halo measurement estimates the sales your ads drive on Amazon, TikTok Shop and retailers. Learn what it is and how brands measure it.

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What is marginal ROAS, and where should your next dollar go?
October 22, 2026

What is marginal ROAS, and where should your next dollar go?

Marginal ROAS shows what your next dollar is likely to return, which an average can hide. Here is how to read it and why your best channel may not deserve more budget.

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How do you build a marketing source of truth that finance will sign off on?
October 14, 2026

How do you build a marketing source of truth that finance will sign off on?

A marketing source of truth is a written agreement between marketing and finance. Here are the five parts that get finance to sign off and teams to use it.

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The three stages of adopting AI in marketing measurement
October 14, 2026

The three stages of adopting AI in marketing measurement

AI adoption in marketing measurement runs in three stages: analyze, act and automate. Here is what each stage involves and when a marketing team is ready to move up.

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Your best-performing ad might be working against you
Insights
September 24, 2026

Your best-performing ad might be working against you

Hugo van den Biggelaar spent 8.5 years inside Nike’s finance and brand functions before founding BITSing. Here’s why the ad at the top of your report might be the one doing the damage.

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Should you test new marketing channels before peak?
Insights
September 17, 2026

Should you test new marketing channels before peak?

A Black Friday ad isn't a cheap way to test a channel, it's an expensive way to meet a stranger. Here's when top brands run the test.

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Should you cut upper-funnel budget before Peak?
Insights
September 10, 2026

Should you cut upper-funnel budget before Peak?

Cutting upper-funnel spend doesn't save that money. It turns it into a tax, collected later at Peak, at the highest rate of the year.

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How do top brands decide what to scale before peak?
Insights
September 3, 2026

How do top brands decide what to scale before peak?

Most brands build peak budgets around last year's channel split. This lesson breaks down what the top 25% of brands do differently - testing hard during BAU, then scaling only what's already proven once peak arrives.

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Brand and performance were never two budgets
Insights
August 27, 2026

Brand and performance were never two budgets

Hugo van den Biggelaar spent 8.5 years inside Nike’s finance and brand functions before founding BITSing. Here’s why the brand versus performance fight quietly costs you growth.

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Why is Black Friday won in Q1, not Q4?
Views
August 20, 2026

Why is Black Friday won in Q1, not Q4?

Top-quartile brands don't switch on upper-funnel spend for peak, they hold it above 20% all year round. Here's the client data behind why Q4 is won early.

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YouTube: best practices for building the top of your Google funnel
Insights
August 12, 2026

YouTube: best practices for building the top of your Google funnel

Mixed-format YouTube campaigns drive 40% higher ROAS than In-Stream alone. Learn why full-funnel measurement is key to proving YouTube's top-of-funnel impact.

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Why upper-funnel spend makes PMAX and Brand Search work harder
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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Why every marketing plan should start from the P&L
Views
July 30, 2026

Why every marketing plan should start from the P&L

Former Nike finance and brand exec Hugo van den Biggelaar argues most marketing plans get built backwards with channels and budgets first, revenue targets as an afterthought. He breaks down why goals, strategy, and budget need to stay separate, why gut-feel planning quietly costs growth, and how balancing your proven revenue base with bold new bets (instead of swinging hard toward either) is what hits the number.

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How much of your Google budget should go to Demand Gen
July 22, 2026

How much of your Google budget should go to Demand Gen

Most brands treat Demand Gen as a token test budget. Fospha's Full-Funnel Google Report shows scaling it to 10–20% of Google wallet doubles account-wide ROAS.

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Why diversifying your Google mix improves ROAS
July 16, 2026

Why diversifying your Google mix improves ROAS

Diversifying your Google mix beyond PMax and Search drives up to 37% higher ROAS. See Q4 2025 data from 25 retail eCommerce brands and a real case study.

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How to future-proof your measurement
November 7, 2025

How to future-proof your measurement

In the final lesson of Measurement 101, we explore how marketing measurement is being reshaped by two forces: privacy-driven identifier loss, most starkly after Apple’s ATT, and the rise of AI. With pixels and cookies becoming less reliable, and new AI tools unlocking more resilient, predictive approaches, this article outlines the key shifts to understand and how to future-proof your measurement strategy.

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Measuring marketing impact beyond your DTC website
November 7, 2025

Measuring marketing impact beyond your DTC website

In the previous lesson, we outlined how smart marketers use a blend of incrementality testing alongside MMM approaches to both calibrate and triangulate their models. This lesson will focus primarily on how these tests can be leveraged to quantify the impact of your marketing beyond your DTC website or marketplace to create an estimation of the "halo effect".

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Incrementality Testing: What it is and how it fits into your measurement system
November 7, 2025

Incrementality Testing: What it is and how it fits into your measurement system

In a previous lesson, we introduced incrementality testing as one of the three core approaches to measurement. This lesson takes that further by breaking down the main test types, explaining when each is most appropriate, and showing how to design tests that deliver the greatest value.

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What is Media Mix Modelling (MMM) and how does modern MMM work?
Insights
November 7, 2025

What is Media Mix Modelling (MMM) and how does modern MMM work?

How modern MMMs differ from traditional models: faster refreshes, causal calibration, and transparent outputs for smarter budget decisions.

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Daily MMM: Building a system of measurement
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November 7, 2025

Daily MMM: Building a system of measurement

Daily MMM explained: how automated pipelines and causal calibration turn quarterly measurement into a daily tool for real-time budget decisions.

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MMM, MTA & Incrementality: Building your measurement system
Views
November 7, 2025

MMM, MTA & Incrementality: Building your measurement system

This lesson will unpack the overall measurement landscape: the foundational approaches to marketing performance measurement, effective triangulation between systems, and how to choose a stack that works for your specific business.

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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.

From Measurement to Action: The AI and Automation Guide for Modern Marketers
THE MODERN MARKETER'S GUIDE

From Measurement to Action: The AI and Automation Guide for Modern Marketers

How to use AI and automation in your measurement to decide and act before the opportunity's gone
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Peak Playbook 2026
BFCM REPORTS

Peak Playbook 2026

Why 2026 will be a peak like never before - and how to test smarter, build trust early, and scale with confidence
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Fospha's AppLovin Playbook
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Fospha's AppLovin Playbook

How to launch, scale, and measure effectively on AppLovin’s AI-driven platform
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The Full-Funnel Google Report
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The Full-Funnel Google Report

How 25 retail eCommerce brands improved their Q4 2025 performance with full-funnel Google investment - and what it means for your strategy
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The State of Retail Commerce 2026
INDUSTRY RESEARCH REPORTS

The State of Retail Commerce 2026

How the strongest retail commerce brands will execute record-breaking performance in 2026
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The 2026 Marketing Planning Guide
INDUSTRY RESEARCH REPORTS

The 2026 Marketing Planning Guide

A practical guide to building smarter budgets, allocating spend, and driving profitable growth in 2026
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The State of Beauty
INDUSTRY RESEARCH REPORTS

The State of Beauty

A measurement playbook for retail beauty brands scaling across DTC, Amazon and TikTok Shop
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The 2026 TikTok Playbook
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The 2026 TikTok Playbook

Measurement insights and best practices for TikTok with Smart+, GMV Max, Symphony & more
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Peak Playbook 2025
BFCM REPORTS

Peak Playbook 2025

Your guide to spend smarter, acquire more new customers, and maximize sales during peak periods
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Halo: Measure and Grow Beyond .com
INDUSTRY RESEARCH REPORTS

Halo: Measure and Grow Beyond .com

New evidence revealing the hidden impact of your marketing - across Amazon, TikTok Shop, and beyond.
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Prime Day 2025 Playbook
INDUSTRY RESEARCH REPORTS

Prime Day 2025 Playbook

A Unified Measurement Playbook for Retail Marketers
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Uncovering Meta’s Full Advertising Impact
INDUSTRY RESEARCH REPORTS

Uncovering Meta’s Full Advertising Impact

A study of 6 brands who graduated from Last Click to Fospha’s incremental full-funnel measurement
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The Fabric of Growth
INDUSTRY RESEARCH REPORTS

The Fabric of Growth

A practical guide to full-funnel marketing for retail fashion brands
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Demand Gen and YouTube Playbook
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Demand Gen and YouTube Playbook

Spark demand, fuel discovery, and amplify downstream performance through full-funnel investment
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Glow: Proving the Business Impact of Brand
INDUSTRY RESEARCH REPORTS

Glow: Proving the Business Impact of Brand

New research reveals the connection between brand investment & business outcomes
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Performance Max and Google Search Playbook
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Performance Max and Google Search Playbook

Cultivate cross-channel synergies, reduce wasted ad spend and maximize blended performance
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Halo: Measuring the Impact of DTC Ads on Amazon
INDUSTRY RESEARCH REPORTS

Halo: Measuring the Impact of DTC Ads on Amazon

New research reveals the halo effect of DTC ads on Amazon sales
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Fospha's Growth Accelerator Guide
INDUSTRY RESEARCH REPORTS

Fospha's Growth Accelerator Guide

Full-Funnel Strategies, Frameworks, and Benchmarks for Sustainable Growth in 2025
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Black Friday Cyber Monday Report 2024
BFCM REPORTS

Black Friday Cyber Monday Report 2024

Step behind the curtain of BFCM 2024 to discover how the best brands broke records.
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Ultimate Snapchat Playbook
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Ultimate Snapchat Playbook

The latest insights from Fospha, New Engen, and Snapchat themselves on how to craft a winning Snapchat strategy.
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State of eCommerce Report H2 2024
INDUSTRY RESEARCH REPORTS

State of eCommerce Report H2 2024

Expanding Growth Potential in TikTok, Snap, Meta & Google
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Ultimate TikTok Playbook
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Ultimate TikTok Playbook

How to outpace competition with a bulletproof TikTok strategy
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Elevating eCommerce: Secrets of Scaling Brands
INDUSTRY RESEARCH REPORTS

Elevating eCommerce: Secrets of Scaling Brands

Unlock proven strategies and insights to drive sustainable growth for your eCommerce brand
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State of eCommerce Report Q1 2024
INDUSTRY RESEARCH REPORTS

State of eCommerce Report Q1 2024

Your essential guide to the latest trends and strategies in eCommerce the digital marketplace
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Elevating eCommerce: How Does Your eCom Platform Impact Customer Acquisition?
INDUSTRY RESEARCH REPORTS

Elevating eCommerce: How Does Your eCom Platform Impact Customer Acquisition?

Discover how different platforms shape your business success
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Black Friday Cyber Monday Report 2023
BFCM REPORTS

Black Friday Cyber Monday Report 2023

Discover the winning strategies and insights from the most important annual event for eCommerce brands.
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Elevating eCommerce: The Unseen Power of Upper Funnel Spending
INDUSTRY RESEARCH REPORTS

Elevating eCommerce: The Unseen Power of Upper Funnel Spending

Download Fospha's deep dive into the impact of spending in upper funnel (Brand Awareness) on brands' key performance indicators
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Full-funnel performance: Digital advertising in the privacy paradigm
INDUSTRY RESEARCH REPORTS

Full-funnel performance: Digital advertising in the privacy paradigm

Co-written report by Fospha and Pinterest, diving into evolving digital challenges brands are facing.
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Black Friday Cyber Monday Report 2022
BFCM REPORTS

Black Friday Cyber Monday Report 2022

Understand which channels, platforms and strategies can be used to stand out and win across the BFCM weekend
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State of eCommerce Advertising Report Q1 2022
INDUSTRY RESEARCH REPORTS

State of eCommerce Advertising Report Q1 2022

Download Fospha's market summary showing channel and ad platform performance across eCommerce brands.
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Snapchat Peak Playbook 2025

Snapchat Peak Playbook 2025

Optimize Snapchat to drive demand and maximize sales across all marketplaces this peak period
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Google Peak Playbook 2025

Google Peak Playbook 2025

Optimize Performance Max, Paid Search, Demand Gen and YouTube to maximize sales this peak period
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TikTok Peak Playbook 2025

TikTok Peak Playbook 2025

Optimize TikTok to drive demand and maximize sales across all marketplaces this peak period
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