Fospha

Last Click undervalues Axon by AppLovin's true impact by 3.2X. That's a structural measurement problem, and it's quietly causing brands to underfund one of the most productive channels in their mix. Standard attribution was designed for a click-based web. But relying on clicks alone won’t cut it when measuring Axon. The channel reaches users across mobile gaming apps - an environment shaped by privacy frameworks most measurement tools weren't built for. It drives 20+ clicks per user over weeks of exposure. Post-view conversions go entirely unrecorded. The result is a measurement gap that silently distorts budget decisions. Here's what Fospha's client data shows: ✨ Last Click captures just 31% of Axon's true ROAS. 69% of its value is structurally invisible to standard attribution ✨ Fospha reveals 3.2X more revenue per dollar spent on Axon than Last Click reports ✨ When Amazon sales are included alongside DTC, Axon's ROAS increases by a further +34% Brands relying on platform reporting are making budget decisions on a fraction of the real value and potentially pausing campaigns that are actually outperforming target. Download Fospha's Axon Playbook (link in the comments) and see what Axon is actually delivering in your mix.

The Measurement Operating System just learned how to talk. 🎙️ Bring us a real question at Shoptalk Europe and watch the Fospha MCP answer it live - in any of the AI tools your team uses, in seconds. "Which channel drove our growth this week?" "ROAS by channel last month?" "Reallocate budget if saturation exceeds 75%." Booth #M20, June 9-11. Link in the comments. #ShoptalkEurope2026 #Shoptalk

Most marketers think they know where their channel mix sits. The benchmark usually says otherwise. 👀 Come find out where you actually stand at Shoptalk Europe - 2 minutes at Booth #M20, $4B+ of ad spend behind it, real answers on the spot. Book a slot through the link in the comments. #ShoptalkEurope2026 #Shoptalk

The reactions speak for themselves. This is Fospha's Spark AI MCP. https://hubs.ly/Q04gCJqv0

AppLovin generated enormous buzz in late 2024 as a test-and-learn experimentation channel. And as the initial hype cycle quieted down, so did a lot of brands testing it. But beyond the test-and-learn phase, the team have been building Axon by AppLovin its AI-driven ad platform. Its unique format poses a huge opportunity for brands: providing full-screen, unskippable video ads across 10,000+ mobile apps reaching over 1 billion daily active users globally. The brands treating it as a serious, sustained channel are seeing it become one of the most efficient acquisition tools in their mix - and the window for building that advantage early is still open, but narrowing. Fospha’s measurement makes it possible to see the full-funnel impact of every channel across hundreds of enterprise retailers, and we’ve found that the brands staying the course on Axon are quietly building one of the most efficient acquisition channels in their mix. Here's what our 2025 client data shows: ✨ 252% YoY spend growth across Fospha's client base - one of the highest adoption curves across the channels we track ✨ 69% of Axon's true ROAS is invisible to Last Click ✨ Top BFCM performers put 5x more budget into Axon than the rest of the market and saw 31% CAC improvement as a result Most brands who pulled back didn't lose faith in Axon. They lost faith in numbers that were only telling them a third of the story. The brands building operational knowledge on Axon now will be the ones scaling into BFCM 2026 with confidence. We put together all the data and strategic insights from our client base to show you how successful brands launch, scale, and measure effectively on AppLovin’s AI-driven platform. Fospha's Axon Playbook is now live. Link in the comments to download it.

Most brands get upper funnel wrong for one reason. They try to measure it the same way as lower funnel. Jennie Kaylie, VP of Marketing at Travelpro Products, Inc. on why that breaks the funnel and what to define instead. 🎥 Watch the full interview: links in the comments.

Barcelona, we're coming for you. 💃 Shoptalk Europe, June 9-11, find the Fospha team in blue at Booth #M20. We'll be running our 2-minute benchmark all three days. Channel mix, measurement maturity, and how you stack up against the top 20% of retail brands. $4B+ in analysed ad spend behind it. Most people walk away surprised. Skip the queue - link in the comments. #ShoptalkEurope2026 #Shoptalk

Most Google strategies are built around demand capture. The data shows that's only half the picture. Over Q4 2025, Fospha and Google ran a structured Deep Dive program across 25 retail eCommerce brands in fashion, beauty, and consumer goods. The data pointed consistently to three actionable changes, each backed by clear evidence from the program. 1️⃣ Diversify your Google channel mix If your account is running only PMAX and Brand Search, add at least one more Google channel - such as Demand Gen or YouTube. A broader mix creates more entry points across the customer journey and gives Google's AI more signal to optimize against. Brands that added one channel saw +14% ROAS uplift. Those that added two saw +37%. 2️⃣ Grow Demand Gen's share of Google wallet Increase Demand Gen investment beyond 5% share of Google wallet. Most accounts still spend well below the highest-performing threshold of 10–20%. Brands allocating 10–20% to Demand Gen achieved 2x higher ROAS than those at 0–5%. 3️⃣ Use Demand Gen and YouTube to fuel PMAX and Brand Search Invest in Demand Gen and YouTube to make your PMAX and Brand Search budgets work harder. Scaling Demand Gen and YouTube improved CAC and ROAS in both PMAX and Brand Search in our participating brands. The brands in this report didn't stumble on these results. They had the right measurement in place to act with confidence. The Full-Funnel Google Report gives you the data, the framework, and the real-world proof to act on all three. Find it in the comments. 👇

Your TikTok campaign drove sales. But did they land on TikTok Shop, Amazon, or your website? Halo shows you how your marketing performs across TikTok Shop, Amazon, and your own site individually, every day. Separately, or blended together. A daily, platform-level view of what's working and where, so you know exactly where to go next. Learn more: https://hubs.ly/Q04gBxrg0

boohooMAN.com's BFCM 2025 numbers: 1.9× revenue growth. 13% higher ROAS. Here's what drove them. 👇 The challenge for BOOHOOMAN was time. As part of the Debenhams Group, BOOHOOMAN operates at enterprise scale across multiple paid channels and markets - where performance marketing must be both repeatable and governed. During BFCM, optimization opportunities don't trickle in - they flood across thousands of campaigns, formats, and audiences simultaneously. Platform metrics distort what's genuinely working. And by the time a team reviews, decides, and acts, the window has already moved. BOOHOOMAN needed two things: measurement that reflected true incremental value, and automation that could act on it fast enough to matter. They activated Prism - Fospha's automation module that connects always-on, full-funnel measurement directly to daily budget execution. Fospha's Daily MMM signals fed into Smartly's Predictive Budget Allocation, automatically pushing spend toward the highest incremental opportunities within governed guardrails. ➡️ +13% higher Meta ROAS vs. non-PBA campaigns ➡️ 1.9× revenue growth during BFCM weekend (Meta) ➡️ +56% revenue increase in the US market (Demand Gen) ➡️ +52% increase in new customer conversions in the US (Demand Gen) Owen Miller, Senior Paid Media Manager at BOOHOOMAN, put it plainly: "During high pressure periods, PBA and Prism gave us clarity and enabled automated optimizations aligned to the signals the brand truly values. It struck the right balance between automation and a more accurate view of real performance. Without it, we could have missed emerging opportunities during the most critical trading period of the year." Full case study in the comments.