The partnership will help brands to level up their attribution and understand where they have headroom to grow, in order to achieve the best return on their ad spend.
Fospha and TikTok announced a partnership to help TikTok’s eCommerce advertisers accurately measure their digital marketing performance. With this partnership, Fospha and TikTok will be collaborating closely to help brands level up their attribution and understand where they have headroom to grow, in order to achieve the best return on their ad spend.
Sam Carter, Fospha CEO, said, “Fospha’s mission is to help our clients spend their marketing budgets with confidence, acquiring as many customers as possible and generating the best return possible on their marketing budgets. This mission is more vital than ever, as macro-economic conditions have squeezed advertising budgets significantly in 2023.”
“The results of the partnership pilot have been phenomenal for brands advertising on TikTok and we’re absolutely delighted that TikTok are recognising in Fospha a partner that can help a huge number of their customers quickly and radically improve their understanding of what’s working in their marketing mix, so they can immediately start making better investment decisions,” Sam added.
Measuring the effectiveness of impressions-led advertising has been a massive problem since the advent of paid social channels. It’s a problem that has become increasingly difficult following Apple’s iOS changes that limited the ability to track users from apps or digital platforms onto advertisers’ websites.
These challenges have led to businesses relying even more on basic click-based attribution, which significantly undervalues the role played by upper-funnel activity. A 2023 Fospha report shows that Last-Click attribution misses 74% of sales driven by impression-based media like Paid Social and TikTok, and 79% of sales driven specifically by TikTok. Across their client base, Fospha also found that brands that aren’t investing in brand and awareness activity have higher acquisition costs and lower returns on advertising spend.