What Is Halo
Halo is Fospha's solution that reveals how your DTC ads (like Meta, TikTok, and Google) impact Amazon sales. For the first time, marketers can measure unified ROAS across both DTC and Amazon sales channels, unlocking the true value of their marketing investments.
As an Amazon seller, you know traditional measurement tools can't see across walled gardens, leaving you in the dark about how your Meta, TikTok, and Google campaigns drive Amazon revenue. Amazon’s platform only attributes sales to Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display) and does not account for the impact of your DTC Ads (Tiktok, Meta, Youtube, etc). This means brands investing in both DTC ads and Amazon PPC are left with an incomplete view of performance, leading to misallocated budgets and undervalued marketing efforts. Until now.
Why Halo Matters
Unified ROAS – The Key to Smarter, More Profitable Marketing
Without Halo, brands underestimate the impact of their Meta, TikTok, and Google ads on Amazon sales, leading to misallocated budgets and lost growth opportunities. Halo changes that. With Unified ROAS, you can finally measure the total revenue impact of every marketing dollar, across both DTC and Amazon.
Apples-to-Apples Comparison of Amazon Ads vs. DTC Ads
Amazon’s reporting only attributes sales to its own ads, making it difficult to fairly compare Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display) to external media. Halo eliminates this blind spot by offering a side-by-side comparison that reveals which channels truly drive revenue across Amazon and beyond.
Amazon Sales Visibility Across Fospha Dashboards
Amazon sales are now seamlessly integrated into all Fospha dashboards, making it easy to track Amazon+DTC performance and optimize spend across Amazon Ads and DTC channels—all from a single source of truth.
How To Use Halo in Fospha
👀 See Halo in action! Watch our 3-minute demo video, or dive into the details below.
Using the Amazon Sales Toggle
The Amazon Sales Toggle is available across all five dashboards and allows you to include or exclude Amazon sales data from your performance metrics:
By default, the toggle is set to OFF, showing only your DTC metrics
When turned ON, all dashboards include Amazon sales data in filters, visualizations, and metrics
You'll see a clear indication of when your Amazon data integration started
Current data scope: Historical Amazon data available for ~90 days due to Amazon API limitations, though Fospha stores your data indefinitely after onboarding with Halo.
KPI Health Check Dashboard
With the toggle ON, all key performance indicators reflect the combined impact of your marketing across both DTC and Amazon. Your blended KPIs (Conversions, Revenue, CPP) now include Amazon data, revealing the total performance of your advertising efforts. Visual indicators clearly show the Amazon Halo effect, highlighting the uplift from including Amazon sales.
While no new (Amazon-specific) targets are introduced in General Availability, existing targets remain unchanged when Amazon sales are enabled. However, progress towards those targets will adjust based on the inclusion of Amazon sales, reflecting a more complete view of performance.
⚠️ Important note about visits: When Amazon sales are enabled, the total visits number represents a combination of:
Regular visits driven by DTC ads to your website
For Amazon Ads = number of clicks on Amazon ads leading to the Amazon product page
For Amazon Organic = number of sessions to the Amazon product page
⚠️ Important note about CAC: CAC and New Customer metrics are temporarily hidden when Amazon sales are included, as they can't be accurately calculated without Amazon's new customer data. This feature will return in a future update.
Channel Health Check Dashboard
This is where Halo truly shines. You can now make apples-to-apples comparisons between your Amazon Ads and DTC channels like Meta and TikTok within the same framework.
Toggle Amazon sales on and off to see the specific halo effect for each individual channel, revealing which DTC channels (and campaign objectives!) are most effective at driving Amazon sales. You can also filter by Amazon channel groups (Organic, Sponsored Display, Brands, Products) to analyze Amazon Ads performance.
⚠️ Helpful tip: When viewing Amazon channels, campaign objective filtering is unavailable as Amazon doesn't provide this segmentation.
Example: How Channel Health Check Reveals True Channel Performance
Without Halo (Toggle OFF):
DTC-Only ROAS: 1.8
Status: Below target threshold of 2.0
Action you might take: Reduce budget or pause this "underperforming" campaign
With Halo (Toggle ON):
Unified ROAS: 3.5 (94% performance increase)
Status: Significantly exceeding target
Correct action: Increase investment in this campaign that's driving substantial Amazon revenue
In the Channel Health Check dashboard, simply toggling Amazon sales ON immediately reveals this hidden value. Without unified measurement, high-impact awareness campaigns like this would face budget cuts—despite driving substantial Amazon revenue that traditional attribution misses entirely.
Attribution Comparison Dashboard
The Attribution Comparison dashboard now includes Amazon data, adjusting attribution models to allocate credit across both Amazon and DTC sales channels. This allows you to understand the "unclaimed" Amazon Organic sales by comparing what Amazon reports through Last Click with what Fospha attributes. This high-level view of the Amazon Halo Effect reveals the organic sales lift driven by your DTC advertising.
⚠️ Note: When viewing Amazon channels, the Last Click ROAS will match Amazon's Ad Platform ROAS.
Spend Strategist Dashboard
Spend Strategist now incorporates Amazon sales impact, helping you understand the true scalability of your DTC and Amazon channel segments. It reveals saturation points and growth opportunities by showing the full (DTC + Amazon) impact of your DTC channel segments. You might discover that channels with seemingly lower DTC-Only ROAS are actually driving significant Amazon sales, making them highly scalable.
⚠️ Good to know: Conversion numbers may vary when Amazon data is included because Amazon Organic serves as a "redistribution channel" in our modeling. Additionally, time periods that don't contain Amazon data won't be selectable in Spend Strategist.
Reporting Dashboard
Amazon sales data is now visible in Reporting, allowing you to analyze performance trends over time. Filter by "Amazon" source to focus on Amazon Ads performance and compare Fospha performance data for Sponsored Products, Brands, and Display campaigns to Amazon's own reporting represented by "Last Click" or "Ad Platform" model.
How It Works (Halo Model Explainer)
Data ingestion: we connect to a brand's Amazon Seller Central and Amazon Ads APIs. Amazon Seller Central provides us with aggregated daily conversions and revenue data from Amazon, and Amazon Ads provides us with how many of those total conversions are attributed towards an Amazon Sponsored Ad.
ML Attribution: to correctly credit the Amazon Sponsored Ads (Sponsored Shopping, Sponsored Brand, Sponsored Products ), we run 2 machine learning models to evaluate the relationship between clicks on amazon sponsored ads and conversions: XG Boost and Elasticnet. We take the outputs from these models and average it with Amazon's own attribution (7-14-day click attribution), giving us a view of all the click-driven Amazon conversions. At this point, we typically see a large chunk of "Organic" conversions (ie. not attributed to an Amazon ad), which is crucial for our next phase.
Daily MMM: we take the unclaimed chunk of Organic conversions and run them through our Daily MMM. Based on the strength of the relationship between an "impression segment" (combination of Channel, Source, Objective, and Strategy from non-Amazon data) and the organic conversions, we re-attribute credit from Amazon Organic to non-Amazon media.
Convert to Outputs: Finally, we clean and calculate the data so that customers can get performance metrics for brands all the way down to Ads level. You can see a unified ROAS across dashboards for Meta, TikTok, etc., once we include Amazon effect.
Current Limitations and Future Enhancements
Currently available: Amazon Sales Toggle, Unified ROAS as a KPI, cross-channel comparisons, and Amazon data integration across all dashboards
Coming soon: CAC and New Customer metrics when Amazon sales are included (future update)
Current data scope: Historical data available for ~90 days due to Amazon API limitations
Platform coverage: Currently supports Amazon Seller Central, with Vendor Central planned for future releases
Case Studies & Closed Beta Test Results
Necessaire: Optimizing for Prime Day Success
Challenge: Necessaire wanted to understand which channels were truly driving their Amazon sales, especially ahead of high-volume shopping events like Prime Day.
Solution: Using Halo, Necessaire discovered that their TikTok and Meta campaigns were significantly influencing Amazon purchases, with a stronger impact than previously measured.
Results:
Discovered Meta campaigns had a 46% higher true ROAS when including Amazon revenue
Identified TikTok as having an 80% higher impact on unified ROAS than previously measured
Reallocated 20% of budget from low-performing Amazon PPC to high-performing Meta campaigns
Achieved 30% higher total revenue during Prime Day through strategic reallocation
Read full case study here: https://www.fospha.com/case-studies/necessaire
Frequently Asked Questions
Q: How is Halo's attribution different from Amazon's own attribution?
A: Halo breaks through Amazon's walled garden by connecting external media to Amazon sales—something Amazon's native attribution doesn't do. While Amazon only attributes sales to its own ads (Sponsored Products, Brands, Display), Halo reveals how your Meta, TikTok, and Google campaigns influence Amazon purchases using our proprietary ML Attribution + Daily MMM methodology. This gives you the complete picture of what's actually driving your Amazon revenue.
Q: Does Halo provide insights specifically into Amazon Ads performance?
A: Absolutely! Halo gives you a comprehensive view of your Amazon advertising ecosystem, including detailed ROAS metrics for Amazon Ads compared to external platforms, saturation analysis to identify diminishing returns, and a clear breakdown between Amazon Ads-driven vs. Organic Amazon sales. This helps you determine when to scale Amazon PPC and when external channels might deliver better incremental results.
Q: Can Halo separate organic Amazon sales from Amazon Ads conversions?
A: Yes, this is a core capability. Halo clearly distinguishes between sales driven by Amazon Ads (Sponsored Products, Brands, Display) and organic Amazon sales. This separation is crucial because it allows us to identify which portion of your organic Amazon sales are actually influenced by external channels like Meta and TikTok.
Q: How long does a typical Halo onboarding process take?
A: The process is streamlined for quick implementation. For existing Fospha customers, connecting Amazon requires minimal setup time, with the complete data pipeline running within approximately 48 hours. Integration works through connecting to clients' Amazon Seller Central and Amazon Ads APIs. Amazon Seller Central provides aggregated daily conversions and revenue data, while Amazon Ads API provides clicks, impressions, costs, and conversion data
Q: Is our data accessible in real-time, or is there a delay in processing?
A: Halo's pipeline refreshes your data daily, with metrics available from the previous day's performance. This follows Fospha's standard refresh schedule, ensuring consistent data availability across your entire marketing ecosystem.
Q: Why should I connect Halo now rather than waiting for future updates?
A: The earlier you connect Halo, the more valuable your dataset becomes. Unlike Amazon, which only retains ~90 days of historical data, Fospha preserves your performance history indefinitely once connected. This means you'll be building a comprehensive dataset from day one, which becomes incredibly valuable for year-over-year analysis and seasonal planning.
Q: Can I view Amazon sales separately from my DTC sales?
A: In Halo's current beta release, we've optimized for unified cross-channel visibility—showing combined Amazon and DTC sales to reveal the complete performance story. This integrated approach helps you identify hidden revenue connections that would remain invisible when viewing channels in isolation. We're actively gathering feedback from beta users to enhance channel-specific visibility in upcoming releases.
Q: Which types of Amazon Ads are currently supported?
A: Halo's closed beta supports the core Amazon advertising products: Sponsored Products, Sponsored Brands, and Sponsored Display ads. These typically represent the majority of brands' Amazon advertising investment and provide the foundation for comprehensive attribution insights.
Q: Is Amazon DSP supported?
A: Amazon DSP is not supported in the current closed beta. We recognize this as an important capability for brands with sophisticated Amazon advertising strategies and have it on our roadmap for future development.
Q: Can Halo track new vs. repeat customers on Amazon?
A: This capability isn't available in the current version because Amazon doesn't provide the transaction-level customer data needed for this segmentation. We're exploring alternative approaches for future releases.
Q: Why Can I Only See Last 90 Days of Amazon Data?
A: When you first onboard with Halo, you’ll see only the most recent 90 days of Amazon data, even though Amazon Seller Central stores over a year of organic sales data and up to 90 days of ad data. This ensures a fair, apples-to-apples comparison between Amazon Ads and Amazon Organic sales from the start.
Unlike Amazon, Fospha retains all Amazon data from the day of onboarding, allowing you to build a long-term dataset over time for better trend analysis and smarter budget decisions.
The sooner you connect Fospha, the more historical data you’ll accumulate—ensuring your Amazon and external media insights grow month over month.
How to Request Access for Halo
Ready to discover how your DTC advertising fuels Amazon sales and unlock unified ROAS? Reach out to your CSM: Contact your Customer Success Manager directly to share your interest in Halo!