Uncovering Meta’s Full Advertising Impact
Measurement Methodologies: What is the difference between full-funnel and Last Click measurement?
Impact on Digital Strategy: How does graduating from Last Click to full-funnel measurement impact digital strategy and budget allocation decisions?
Performance Implications: How does adopting full-funnel measurement drive improved performance during BAU anl peak periods?
Why this research matters
Last Click is still common because it's simple and familiar—the data is easy to organize and easy to explain to a colleague.
However, as customer journeys grow more complex and data signals decline, there is a growing recognition around the need for a more holistic approach to marketing measurement, ensuring every dollar in every channel is fairly evaluated against the impact it delivers.
This report seeks to empirically demonstrate the impact of graduating from Last Click measurement to more sophisticated marketing measurement.
From June 2024 to February 2025, Fospha and Meta Marketing Science partnered to test the impact of moving 6 eCommerce brands from Last Click to Fospha incremental full-funnel measurement.
*(NBrown Group including both Jacamo & Simply Be)
What you'll learn
What is the difference?
How does full-funnel measurement differ from Last Click? What are the core channel and campaign attribution differences between the two methods?
How top brands have made the switch
Considering moving from Last Click to full-funnel measurment? Read how top brands have successfully made the switch.
The impact
How does full-funnel measurement enable different behaviors in terms of strategy, spend level, and budget allocation?
How long until brands see performance improvements?
Once brands are equipped with full-funnel measurement, what is the impact on their performance over time?
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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