Fospha

Being able to move instantly gets you further down your to-do list. Far more optimization opportunities surface across a team’s channels and markets each week than the team has hours to act on, so most teams act on only a few. The rest wait until the moment has passed: basically everything after the second biggest channel in the two biggest markets. Myprotein analysts ask complex questions about their marketing mix in plain language and turn the answers into stakeholder-ready analysis, including analysis the team never had the bandwidth to run before. In the Fospha Measurement System, AI and automation surface what needs attention, and approved actions run within rules the team sets. I think the biggest cost of slow measurement is the opportunities nobody had time to look at. Those are where speed pays off. Speak to our team to see which opportunities your numbers are missing. Link in comments

What is your ROAS actually counting? Often it’s shoppers who already knew your brand and were close to buying anyway: people searching for you by name, or returning customers. Last click credits the final touch before a purchase, so spend drifts toward them, and the activity that reaches new customers looks expensive. A brand can post a strong ROAS and keep selling to the same people. Huel took a different view of its spend. In its first six months with Fospha as its consistent source of truth, the brand grew new customer conversions 54%, within its target customer acquisition cost. If I had to pick one scoreboard for growth, it would be new customers. Fospha’s Media Mix Attribution gives teams that scoreboard. Here’s how a team uses it: - Compare every channel on the same footing, new customers included - Drill down to the campaign and ad that’s actually working - Act on it the same day, without waiting for a report Speak to our team to see how many new customers each of your channels brings in and read our Huel case study. Link in comments.

Measure every channel the same way and budget calls get easier. Huel has been a Fospha partner for more than six years. When it started, each ad platform claimed credit for sales using its own rules. The team could calculate a blended customer acquisition cost (CAC), but not at channel level, so decisions came down to gut feel. What changed once Fospha was in place: - One consistent source of truth, built on clicks and impressions - CAC compared across every channel, like for like - A morning check of performance by channel, in one place In the Fospha Measurement System, Media Mix Attribution puts every channel, campaign and ad into one model, refreshed daily. If every platform in your plan reports a different number, speak to our team. Link in comments.

We’ve relaunched Fospha Measurement System, so brands can see everything, sell anywhere and move instantly. Each measurement method answers a different question. Attribution shows what moved this morning. Marketing Mix Modelling shows where next year’s budget should go. Incrementality Testing shows whether a big bet is working. The trouble starts when a team has to stitch those answers together. It takes longer, and the numbers don’t always agree. Fospha’s Measurement System puts them in one connected system, across every channel and every place a brand sells, online and offline. Our daily media mix attribution is for bottom up, tactical and granular optimization, the marketing mix model is for top down strategic decisions, and incrementality testing is there for point in time validation. Less time reconciling the numbers. More time acting on them. Speak to our team to see all three methods working in one view. Link in comments

I love this story from Galeries Lafayette. When their eCommerce Director was asked how much customer relationship management (CRM) contributed last month, how that compared with a year ago, and whether it had improved since June, he didn’t open a spreadsheet or message an analyst. He asked Fospha and had the answer in seconds, on his phone. That’s what moving instantly means in practice. Questions like that come up in the middle of something else, a budget call, board prep, Monday’s meeting. If the answer arrives afterwards, it’s a report. If it arrives while you’re still in the conversation, it’s a decision. It only works if the number holds up. A faster answer built on partial data just gets you to the wrong decision sooner, so it has to come from measurement that sees every channel and everywhere you sell. That’s AI and automation in the Fospha Measurement System: ask your numbers a question and get the answer straight away. If your team is still waiting on a report to answer a question like that, speak to our team today. Link in comments.

I've been going through Meta setups with a few brands this week, and the list of what matters right now is shorter than people expect. This summer we ran structured Meta tests with a group of brands. The change that moved performance most wasn't a new campaign type. It was consolidation: fewer, bigger ad sets, so Advantage+ has enough signal to learn from. The impact: ✅ ROAS went from +9% YoY in June to +32% in August as the tests landed ✅ One premium fashion brand consolidated its UK account and saw 40% lower CAC That's why the window to restructure is now. It closes before peak, not during it. If you're not consolidated yet: - Merge overlapping ad sets so budget isn't split across duplicate audiences - Give each ad set at least 5 creative variations - Run one promotion-specific Advantage+ sales campaign alongside your always-on Then hold structural edits once peak week starts. Changes reset the learning phase when consistency matters most. The full Meta plan for Q4 is in the Peak Playbook 2026. Link in the comments.