Data Pipeline | Building the foundation for full funnel measurement

Preparing the Data

Fospha applies a rigorous data transformation process.

This step ensures your data is clean, reconciled, and structured correctly — a crucial foundation for future modelling.

Step 00

GA4 Conversions

We begin with the raw conversion data from GA4.

These numbers reflect the last-click view of customer journey, offering visibility on final touchpoints – but still missing much of the influence from paid media.

This is where last click measurement stops. For us - its just the beginning.

Step 01

Click Measurement

Measurement of sales driven by paid and organic clicks provides fresh lower-funnel signals for modelling every day.

We combine the outputs of 4 models - touchpoints (LNDC, DDA) and probabilistic (linear regression and tree-based) - to reveal the true drivers of performance, not just the last click.

Our multiple-model approach uncovers hidden relationships between clicks, cost, and sales—providing a fairer, more balanced view of how each channel contributes to conversions. This means channels often under-valued by last-click attribution receive more appropriate credit.

This sets the foundation for full-funnel measurement—because if bottom-funnel performance isn’t measured fairly, every other decision is built on bias.

This gives you the most complete, fair view of bottom-funnel performance—built on real customer behaviour, not just where they clicked last.

Step 02

Capture Every Sale: Eliminating Data Gaps

We then validate your GA4 conversion and revenue data against your e-commerce platform's source of truth to ensure every sale is captured in Fospha.

Reconciling with the eCommerce data means:

100% accurate sales data - Ensures every single sale from your e-commerce platform is accounted for in Fospha
Overcomes tracking limitations -Mitigates the impact of data loss due to cookie consent banners and other tracking blockers that affect Google Analytics
Foundation for better measurement - This complete and accurate dataset is essential for Fospha's models to distribute 100% of your sales.
Missing conversions are then allocated proportionally across your channels based on the outputs of Fospha's click measurement

Step 03

Daily MMM

Daily media mix modelling with results down to the ad-level

Brand-building channels like YouTube, TikTok and Snapchat often play a big role in driving demand—but they rarely get the credit when sales later come through Direct, Organic, or Brand PPC.
Fospha’s Daily MMM changes that.
- We use XGBoost model and Shapley values (Game theory) to uncover the true impact of impressions—so your upper funnel gets the recognition it deserves.
Data is modelled with MMM down to Campaign Type/Objective level – validated for statistical significance - before granular platform signals are applied to attribute right down to the ad-level.

Step 0.4 | Halo: Unified Measurement

One Platform. Every sales channel. All Revenue

Your customers don’t just buy on your website—so why measure like they do?

Fospha goes beyond DTC to give you a complete view of marketing performance across all your sales channels—Shopify (or custom ecomm), Amazon, and TikTok Shop.
By measuring all sales and marketing data together in one place, Fospha lets you see the real impact of every channel and campaign—so you can make faster, smarter decisions that drive top-line growth for the business.

It’s not just DTC attribution.

It’s measurement for your whole brand.

Halo: Measuring Amazon

Bringing your Amazon Data into Fospha

We start by ingesting your Amazon sales and Amazon Ads data into Fospha modelling using 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.

Instead of measuring channels in isolation, Halo enables you to attribute performance across DTC and marketplace sales, so you can stop optimizing with one eye closed.

Halo: Measuring Amazon

Measuring Amazon Ads performance within Amazon

We run Fospha’s Click Measurement to measure which Amazon Ads actually drove Amazon sales.

We average our results with Amazon's 7–14 day click attribution to get the most complete view of your Amazon Ads performance.

At this point, we typically identify a large chunk of "Organic" conversions (i.e. not attributed to an Amazon Ad), which is crucial for our next phase.

Sales that were driven by your DTC ads will be mis-attributed in Amazon attribution. Halo ensures you get the full picture.

Halo: Measuring Amazon

Revealing the True Impact of Your DTC Ads on Amazon Sales

At this stage, we take that unclaimed chunk of organic Amazon sales and run them through our Daily MMM – to identify how your DTC Ads impressions influenced Amazon sales, so you can:

Quantify the true return on DTC ad spend, even when the sale happens elsewhere
Unify marketplace and DTC performance into a single source of truth
Shift budgets based on total business impact, not just .com outcomes
Break down internal silos by aligning teams around shared revenue goals

Step 0.4 | Halo: TikTok Shop Measurement

Ingesting TikTok Shop Sales

TikTok Shop sales happen entirely within TikTok’s ecosystem, so they aren’t tracked through Google Analytics—leaving a gap in client’s reporting.

Fospha fills that gap by ingesting TikTok Shop order data via Shopify or custom file upload, giving you full visibility over these previously hidden conversions.

Fospha brings everything together: a unified view of TikTok ads, TikTok Shop Ads, and their impact across all sales channels (DTC, Amazon and beyond).

Halo : TikTok Shop Measurement

Measuring the Full Impact of TikTok Shop Ads

Fospha doesn’t just show you TikTok Shop sales.

By integrating TikTok Shop ad impressions into our Daily MMM, we reveal the full picture of how TikTok Shop Ads drive performance—across DTC, Amazon, and TikTok Shop itself.

This is what most brands are missing—a unified view of TikTok’s real contribution to their total performance.

Unified Measurement in a single view

Fospha doesn’t just unify your data—we reveal the full-funnel impact of your TikTok, Meta, YouTube, and Amazon Ads across all your sales destinations—including your own website, Amazon, and TikTok Shop.

Spend Strategist : Incremental Forecasting

Our causal inference model shows the incremental return on every next dollar spend.

Spend Strategist’s Incremental forecasting uses your last 90 days of performance data to forecast revenue, ROAS, and conversions at different spend levels, so you can:

See where growth is still on the table

See the growth potential in each of your channels—so you know exactly where to increase spend without overspending or driving ROAS into the ground.

Forecast with confidence

Whether you’re scaling up or shifting budget between channels, you’ll have a clear, data-backed view of what’s likely to happen next—making it easier to act quickly and defend every decision.

Get finance on board faster

With forecasted revenue, ROAS and conversions, you can speak the same language as your CFO—and make the case for investment with numbers they’ll trust.