1. How is Fospha different from traditional MTA, MMM, and other marketing measurement solutions?
Fospha uniquely combines the best of both worlds by unifying ML-enriched attribution with Daily MMM - something our competitors simply don't offer.
While traditional MTA misses upper-funnel impact due to signal loss, and traditional MMM lacks the speed and granularity for tactical decisions, we deliver: Granular, ad-level insights of attribution for tactical optimization
The predictive power and full-funnel visibility of MMM to fairly credit both demand generation and capture channels.
Our unified approach, refined through 10 years of working with hundreds of brands, corrects the common attribution bias toward last-touch channels while properly valuing your entire marketing funnel—from awareness to conversion.
2. How do I know your model is accurate?
We take accuracy seriously—our model undergoes daily quality checks to ensure reliable, fair attribution you can trust.
Here's how we ensure accuracy:
Data Validation First: Before anything enters our model, we verify your tracking is consistent across platforms, identify any gaps between channels, and run daily checks to confirm outputs align with expected patterns.
Historical Back-Testing: We prove our value by showing how our model would have accurately predicted your past performance trends—giving you confidence our recommendations are reliable.
Outlier Capping: During major sales events like Black Friday, ad platforms typically over-claim credit. Our system automatically adjusts the outputs on high-traffic days to maintain a fair picture of what's really driving results.
3. Which channels does Fospha measure?
Fospha measures your entire marketing funnel—from brand awareness to conversions—giving every channel fair credit using privacy-safe, full-funnel measurement.
We cover everything that drives growth—across web, app, and Amazon—and unify it into a single, unbiased view.
What sets us apart:
Halo Effect Reveal how Meta, TikTok, and Google ads drive sales on Amazon—with unified ROAS across DTC and marketplace.
TikTok Shop Track in-app and on-site purchases together, giving you full visibility into TikTok performance beyond what Google Analytics can capture.
App Sales – We model app and web sales separately to reflect how customers behave on each platform.
With Fospha, you measure what matters—no blind spots, no wasted budget, just smarter growth.
4. How long does it take to go live?
How long does it take to get started with Fospha?
Fospha delivers the fastest time-to-value in marketing measurement, with most clients fully live in under 28 days.
Your onboarding timeline: Setup (3 hours): Connect your ad platforms, GA4, and eCommerce data via our easy-to-use Onboarding Portal.
Data Validation (1-2 weeks): We reconcile and verify your data for accuracy, ensuring seamless measurement.
Go-Live (by Day 28): Access 24 months of historical data from day one and start optimizing your performance immediately.
5. How long does it take to start getting value from Fospha?
How soon will I see value from Fospha? - Immediately.
Fospha gives you full-funnel, privacy-safe measurement from day one—so you can optimize spend, measure true channel impact, and make smarter decisions faster.
How marketing teams use Fospha from day one: For Performance Marketers & Growth Teams: Stop wasted spend & scale smarter – Use Spend Strategist to forecast ROAS, conversions, and revenue at different spend levels—helping you scale efficiently. Optimize within & across channels – Get ad-level insights to improve performance and shift budgets strategically, even when direct reallocations aren’t possible.
For Marketing & Finance Leaders: Confident, bias-free reporting – Move beyond last-click limitations with independent, privacy-safe measurement trusted by CMOs and CFOs. Smarter budget decisions – Use Spend Strategist to forecast the most efficient spend levels before committing budget.
See the full impact of marketing – Get daily, MMM-powered insights that quantify brand-building and performance marketing together. No blind spots, no wasted budget—just better decisions from day one.
6. Is Fospha privacy safe?
Yes — Fospha is built for privacy-first measurement, today and in the future. For over a decade, we've led the shift away from pixel-based tracking—rebuilding our solution to meet global privacy standards like GDPR, CCPA, and iOS14+, and preparing for changes like Google’s Privacy Sandbox.
Here’s how we do it: No third-party cookies or user-level tracking – Our model doesn’t rely on personal identifiers or outdated tracking methods.
Privacy-first by design – Fospha combines ML Attribution with Daily MMM to restore visibility lost to privacy changes—without compromising compliance. Proven compliance – Trusted by global brands across the US, UK, and EU, Fospha meets the highest privacy standards.