Cross-channel optimization helps you do more with less.

If you're hitting targets but can't increase spend, reallocating budget across channels helps you improve performance and efficiency within your existing budget.

How To Use Fospha For Cross-Channel Optimization

Step 1: Start With Blended Performance (KPI Health Check)

To get the most out of Fospha data, it’s essential to understand how your blended performance is tracking against your targets. Focusing on Blended ROAS gives you a clearer picture of your overall marketing spend across all channels.

Check Your Halo: Is Your Paid Media Powering More Than Just .com?
If your ads are driving both DTC and Amazon sales, DTC-only metrics won’t tell the full story. Fospha’s Halo Measurement reveals the total impact of your paid media across channels. Key metrics like Unified ROAS combine web and Amazon revenue to show true performance.

If you have Halo enabled:

Toggle on Include Amazon Sales in your view
Use Unified ROAS instead of DTC-only ROAS to evaluate performance

Unified ROAS formula:

(Web Revenue + Amazon Revenue) / Channel Spend

This lets you see the total return your ads are driving — across all tracked sales channel — not just what’s captured in-platform.

Why This Matters

During peak periods like BFCM or major sales events, you can’t afford to misallocate budget based on partial performance.Unified ROAS shows you the full picture — so you can optimize confidently, defend budgets, and prioritize campaigns that grow total business revenue.

Step 2: Evaluate Performance Against Targets

If You're Hitting Blended Targets:

Enhance the performance of channels already exceeding targets to create more opportunities for scaling up your most successful efforts.

If You're Missing Blended Targets:

Direct your optimization efforts towards channels that are underperforming relative to your targets.

Step 3: Analyze Channel Efficiency in Channel Health Check

Use Channel Health Check to evaluate how your paid media channels are performing against targets.

Here's how to use Channel Health Check to get a quick overview of your channel-level performance:

1. Set your comparison date ranges
Pick periods that reflect your strategic planning window — e.g., MoM, YoY, or pre- vs post-sale. See examples →

2. Filter to the market(s) you care about
Choose a specific region or use ‘All’ for a global blended view.

3. Filter for Paid Media only
Focus on what you can control — your active investments.

4. Check performance vs. paid targets
See which channels are hitting, missing, or exceeding their targets. This is your quick pulse check: what’s working, what’s not.

5. Go beyond ROAS — look at Share of Spend & Share of Conversions
If a channel isn’t hitting target but is driving a large share of conversions, it may still be critical to your mix. Cutting it too fast could hurt volume.

6. Validate where to shift spend next
Scroll to Performance by Campaign Objective to break down which segments are pulling weight — and which ones aren't. Use this to guide reallocation.

Step 3: Spot Scaling Opportunities with Incremental Forecasting

Once you’ve identified a channel segment to focus on (for example, Meta Awareness) in Channel Health Check, go to Incremental Forecasting and select the same segment to evaluate:

Where there’s headroom to scale
Where performance is saturated and spend is being wasted

Beam (Incremental forecasting) shows you exactly where to spend next. It uses your last 90 days of data to forecast revenue, conversions, and ROAS at different spend levels—so you can find growth, cut waste, and back every budget move with confidence.

With Beam, you can:

Uncover growth opportunities

See where to invest more without overspending or hurting ROAS.

Spot channel saturation early

Flat or falling ROAS? Time to reallocate.

Win finance support

Plan with forecasts your finance team can trust—whether it’s mid-quarter shifts or peak planning.

👉 Read more about how it works, the methodology behind it, and why you can trust the results

Step 4: Get Channel-Level Insights at a Glance

If you scroll down to the bottom of the dashboard, you'll see a summary table of all tracked channel segments. This gives a quick comparison across all channels and flags key opportunities and risks:

Metric	What It Shows
Average Daily Spend	Current spend over the past 7 or 30 days
Share of Wallet	% of your total biddable spend per channel
Conversions	New conversions driven by each channel
CAC	Actual CAC compared to your target
Target Status	Whether a channel is beating your CAC target
Saturation Point	The calculated max spend before CAC hits AOV
Headroom %	How much room there is to scale efficiently

Look for:

Channels under target CAC with high headroom = Safe to scale
Channels over CAC target or near saturation = Time to review or reduce spend
Channels past saturation point = Consider pulling back spend to optimize efficiency

Example:

Channel Segment	CAC	Target	Headroom	Action
Meta Advantage+	£32	£38	65%	Increase budget incrementally
Retargeting	£50	£38	-20%	Over-saturated – reduce spend
Google Shopping	£36	£38	10%	Monitor – small scaling possible

Step 5: Dive into Individual Channel Saturation Curves

The saturation curve illustrates the relationship between spend and predicted revenue, helping you identify the optimal spending range to achieve or surpass target ROAS. It gives you:

A spend vs. conversion forecast curve
A CAC vs. target comparison
A saturation threshold to avoid overspending
A confidence interval so you know how reliable the data is

Start with Context

Current Spend (7-day average): This shows how much you’re currently spending in the selected channel.
Historical Spend Line (90 days): Offers longer-term context to spot changes over time.
Target Line: This line represents your CAC target. Any predicted point above it = efficient.
Predicted Conversions Line (Blue Curve): Shows estimated conversions at different spend levels.
Confidence Interval (Grey Area): The narrower the band, the higher the confidence in the model's predictions.

Best Practice

Use 7-day view for recent spend, 30-day for broader trends
Look at Share of Wallet to check if you're over-committing to low-performing channels
Pair with Channel Health Check to align performance signals with budget strategy
Review regularly – the model updates with new data every few days

Tip: Hover over any data point to see expected conversions and CAC at that spend level.

How to Read the Curve:

X-axis: Daily spend (£)
Y-axis: Predicted new conversions
Blue Line: Expected conversions at each spend level
Dashed Red Line: CAC target threshold
Orange Line: Saturation point (where CAC = AOV)
Grey Shaded Area: Confidence interval around predictions

Maximum Observed Spend Indicator: Each channel segment now shows the highest daily spend observed over the last 90 days—this is the point up to which Fospha’s predictions are most reliable.

How to Interpret It:

Curve Shape	What It Means	Recommended Action
Steep & Upward	Higher spend → strong growth in conversions at good CAC	Scale incrementally (e.g., +10–15%)
Flat	Additional spend yields few new conversions	Hold spend or optimize elsewhere
Dips below target line	CAC goes above target as spend increases	Avoid scaling past this point
Stops at saturation line	Spend beyond this = CAC exceeds AOV	Reduce spend or reallocate

Use Confidence Intervals to Assess Risk

Narrow confidence band = high model confidence
- Safe to act on these predictions
Wide band = lower confidence (e.g., new campaigns, inconsistent data)
- Consider waiting before major changes or testing with a small budget shift

Understanding the RAG Status System in Spend Ranges

When you select a spend level, Fospha shows a range of predicted outcomes — low, most likely, and high — for key metrics like conversions, new customers, and revenue.

Each outcome is color-coded using a dynamic RAG (Red, Amber, Green) system:

Red: Below target. High risk of underperformance.
Amber: Near target. Moderate risk, room for improvement.
Green: On or above target. Strong performance.

RAG thresholds adjust based on your last 90 days of blended performance, giving you instant context and helping you decide where to scale or cut with confidence.

Filter Sales Periods (or Not) Based on Your Goal

In the Business Context settings, you can:

Include sales dates: Use when planning for another sale period
Exclude sales dates: Use to model typical performance (BAU)

If planning for peak (e.g. BFCM), use “Include Sales Dates” and/or compare the same period YoY.

Spot The Saturation Point

This marks the maximum recommended spend before your CAC exceeds your average order value—i.e., you stop making profitable customer acquisitions.

If you’re already over this line:

Reduce spend immediately on that channel
Reinvest into channels with headroom and target-beating CAC

Step 6: Make Your Next Budget Decision Based on the Data

Scenario	What to Do
Channel is hitting CAC target and has 30%+ headroom	Increase spend gradually (e.g. 10–15%/week), monitor curve
Channel is close to CAC target but flat curve	Hold steady or reallocate test budget to higher-growth channel
Channel is above CAC target or nearing saturation	Reduce spend, use insights to test new creatives/audiences
Retargeting is saturated	Pull back budget and focus on TOF/MOF to feed funnel again

Step 7: Use The Insights to Plan Budget Tests

Identify high-opportunity channels with headroom
Use curve shape to pick a test budget that stays within CAC target
Set a timeframe to observe results and compare to predicted curve
Repeat and refine based on real results + model feedback

Best Practice for Tests

Isolate the Impact
Run only one test per market or audience segment at a time. This ensures your results are clear and unaffected by other variables.
Test Duration
Allow a minimum of 21 days (three weeks) to measure the impact of your optimizations. This timeframe gives enough data to see meaningful changes in performance.
Keep Other Channels Consistent
Maintain steady activity levels in non-test channels to avoid skewing your results. Changes in other channels can make it harder to accurately measure the success of your optimizations.

Step 8: Analyze Underperforming Channels

Once you have decided which channel segment to scale and by how much, go back to Channel Health Check to see if you could unlock and reallocate more budget from existing channels that currently underperform.

Step 9: Drill Down to Campaigns to Pinpoint Optimization Opportunities

Once you’ve spotted which channels to scale or cut, head to the Optimization Dashboard to break it down by campaign, ad set, and ad. This is where you find the real opportunities to act.