What Is Outlier Capping?
Outlier Capping is Fospha’s advanced feature designed to ensure more accurate attribution during periods of unusual sales activity, such as Black Friday and Cyber Monday. By identifying and adjusting for promotional spikes, it preserves cross-channel comparability and makes sure your measurement remains directionally accurate.
Why Is Outlier Capping Important?
Ad platforms often claim 100% of credit for conversions that have been influenced by more than one channel. This is particularly visible during periods of peak trading, when consumer activity is intense. On days where sales spike, Outlier Capping will adjust the amount of credit available to redistribute relative to the increase in impressions volume on that day.
How Does Outlier Capping Work?
Fospha’s Outlier Capping dynamically adjusts sales and revenue attribution on days where customer activity spikes.
It works by:
Identifying rapid spikes in activity.
Adjusting credit across channels relative to the increase in impressions volume on that day.
This will cap the credit to channels where there's a possibility of over-attribution of sales due to promotional activity.
Why Might Fospha and Ad Platform Data Differ During BFCM?
Ad platforms typically:
Don't have visibility into the data outside of Ad Platform's own ecosystem, so full credit can be claimed for a sale that has been influenced by multiple channels.
Use attribution windows where during periods of intense consumer activity (such as peak), high levels of engagement can further inflate in-platform attribution.
Fospha, on the other hand:
Fospha's cross-channel measurement takes into account activity across your channel mix, attributing sales and revenue towards each channel's contribution.
Adjusts attribution dynamically during these spikes using Outlier Capping, providing a realistic view of performance.
Outlier Capping In Action: Managing Sales and Impressions Spikes Using Demo Data
