Having good performance targets is essential for maximizing the value of Fospha's analytics platform, and your marketing budget.
These targets serve as critical benchmarks for measuring success, guiding your marketing strategies, and optimizing your overall performance.
By focusing on meaningful and achievable performance targets, you can ensure that your marketing efforts align with your broader business goals, ultimately driving better returns on investment and growth.
Overview
KPI Targets in Fospha help you set performance benchmarks that appear across your dashboards. These targets can help you:
Track performance against clear goals
Visualize progress with target lines on charts and tables
Align your team around shared objectives
Make data-driven decisions based on your business goals
Once you set a target, it appears as a reference line on relevant charts and in summary tables, making it easy to see how you're performing at a glance.
Before you begin
💡 Prerequisites
Ensure you have access to the Settings section of your Fospha dashboard
Have your performance goals in mind
Know which market(s) you want to set targets for
Consider which historical time period best represents your planning cycle
Key terms
Before setting targets, it's helpful to understand these terms:
Blended Targets: Overall performance across your marketing mix, including organic channels.
Paid Targets: Performance of paid channels only.
Unified Targets: Total performance across both DTC and marketplace sales (like Amazon), providing a view of your marketing performance across sales destinations.
Historical data period: The timeframe Fospha uses to calculate target recommendations based on your actual performance data.
How to create KPI targets
Step 1: Navigate to KPI Targets
Click Settings in the left sidebar
Select the Organisation tab
Scroll to the KPI Targets section
Click Add KPI targets
Step 2: Configure your target settings
You'll need to select the following:
Market: Choose the market for which you're setting targets, or select "All" to apply targets across all markets.
Currency: Select your preferred currency for the targets.
Historical data period: Choose the timeframe Fospha will use to calculate recommendations. Options include:
Last 7 days (very recent trends)
Last 14 days (two-week view)
Last 30 days (monthly performance)
Last 90 days (quarterly view)
Last 180 days (half-year performance)
Last 365 days (full annual data)
Expiry date (optional): Set when this target should expire. This is useful for quarterly or seasonal goals. Targets expiring within 7 days will show an "Expiring" status.
Step 3: Choose your target creation method
Fospha offers two ways to create targets:
Option A: Fospha recommended targets
This method calculates related targets based on your historical performance data.
✅ When to use this: When you want Fospha to generate a complete set of aligned targets using your trusted, full-full measurement.
How it works:
Select the Fospha recommended targets tab
Choose a Blended target metric as your starting point:
ROAS (Return on Ad Spend)
CPP (Cost Per Purchase)
CAC (Customer Acquisition Cost)
Enter your target value for that metric
Fospha automatically generates related targets for:
Blended ROAS, CPP, and CAC
Paid media ROAS, CPP, and CAC
Review the calculated targets
To add Unified targets (for marketplace performance), click Enter unified targets and input your values manually
Click Save targets
⚠️ Note: When using this method, the calculated fields are locked to maintain mathematical consistency. To edit individual values, use the manual entry method instead.
Option B: Enter targets manually
This method gives you full control over each target value.
✅ When to use this: When you want to set specific values for each metric independently, or when you want to override Fospha's recommendations.
How it works:
Select the Enter targets manually tab
Enter values for each metric:
Blended ROAS target
Blended CAC target
Blended CPP target
Paid media ROAS target
Paid media CAC target
Paid media CPP target
Use the "Fospha recommends" help text as guidance—this shows you what Fospha would suggest based on your historical data
To add Unified targets, click Enter unified targets and fill in:
Unified ROAS target
Unified CPP target
Unified paid ROAS target
Unified paid CPP target
Click Save targets
Understanding how Fospha calculates recommendations
When you use Fospha recommended targets, the platform calculates related metrics based on your historical performance data and the relationships between different metrics.
Example calculation
Let's say you set a Blended ROAS target based on your last 90 days:
Your input: Blended ROAS target of 7
Your historical data (last 90 days):
Total spend: £50,000
Total conversions: 2,500
New customer conversions: 1,500
Fospha calculates:
Revenue target: 7 × £50,000 = £350,000
Blended CPP: £50,000 ÷ 2,500 = £20
Blended CAC: £20 × (2,500 ÷ 1,500) = £33.33
Paid targets: Based on the historical ratio between blended and paid performance
This approach helps ensure your targets are grounded in your actual performance patterns while allowing you to set aspirational goals.
Tips for setting effective targets
💡 Best Practices
Match your planning cycle: Consider using 90 days for quarterly planning or 365 days for annual budgets.
Account for growth: If you're scaling, consider using a shorter period (30-90 days) to reflect recent performance rather than older historical patterns.
Consider seasonality: For seasonal businesses, using 365 days can help capture full-year patterns and avoid setting unrealistic targets based on peak or slow periods.
Set expiry dates: Keep targets relevant by setting expiry dates that align with your planning cycles (quarterly, annually).
Review regularly: Check your targets monthly to ensure they remain aligned with business conditions and adjust as needed.
Start conservative: If you're new to setting targets in Fospha, start with targets close to your historical performance and adjust as you learn.
Viewing and managing your targets
The KPI Targets table
Once created, your targets appear in the KPI Targets table in Settings → Organisation. This table shows:
Market: Which market the target applies to
Status: Current lifecycle status (Live, Expiring, or Expired)
Target values: All set targets for the market
Created by: Who created the target
Date created: When the target was created
Expiry date: When the target will expire (if set)
Understanding target status
Status | Meaning |
Live | Target is active and not expiring within 7 days |
Expiring | Target will expire in less than 7 days |
Expired | Target's end date has passed |
📬 Admin users receive banner notifications when targets are approaching their expiry date
Editing targets
To edit an existing target:
Find the target in the KPI Targets table
Click the Edit icon (pencil) next to the target
Make your changes to:
Expiry date
Historical data period
Target values (you can switch between recommended and manual entry)
Unified targets
Click Save targets
Changes typically appear immediately across all dashboards.
Deleting targets
⚠️ Important: Deleting a target is permanent and cannot be undone.
To delete a target:
Find the target in the KPI Targets table
Click the Delete icon (trash can)
Confirm the deletion
The target is removed from all dashboards
Once deleted, you can create a new target for that market immediately.
Working with Unified Targets
Unified targets measure your marketing performance across both your DTC site and marketplace channels like Amazon. Unlike Blended targets (which show DTC performance), Unified targets provide a view across sales destinations by including halo effects - when marketing on one channel influences sales on another.
When to use Unified targets
Consider setting Unified targets if:
You sell on marketplaces like Amazon or TikTok Shop
You want to measure cross-channel impact
You want to build the case for upper-funnel investment that creates demand across sales destinations
How to set Unified targets
Unified targets are set manually as part of either target creation method:
After entering or generating your Blended and Paid targets
Click Enter unified targets
Input values for:
Unified ROAS target
Unified CPP target
Unified paid ROAS target
Unified paid CPP target
Use your Blended targets as a baseline and adjust upward to account for marketplace contribution
Example
If your Blended ROAS target is 7, and marketing on your site drives approximately 30% additional revenue on Amazon, you might set your Unified ROAS target to approximately 9.
Frequently asked questions
Q: How long does it take for targets to appear on my dashboards?
A: Targets typically update immediately across all dashboards. You'll see target lines on charts and in table summaries.
Q: Who in my organization can set or edit KPI targets?
A: This is limited to Admin users. Admin users will also receive notifications when targets are approaching their expiry dates.
Q: Can I see who created or last edited a target?
A: Yes. The KPI Targets table includes "Created by" and "Date created" columns, giving you visibility into target management history.
Q: Can I set targets for a specific channel instead of a whole market?
A: Currently, targets can be set at the market level. Channel-specific targeting is not available yet.
Q: What if I don't agree with one of the recommended values?
A: "Fospha recommended targets" creates mathematically linked targets to maintain consistency. For full control over individual values, use the "Enter targets manually" option instead.
Q: What historical data period should I use?
A: It depends on your goal:
7-30 days: Recent performance trends
90 days: Quarterly planning
365 days: Annual strategy and seasonal patterns
Q: What happens when I delete a target?
A: Deleting a target is permanent and cannot be undone. The system will ask you to confirm before deletion. Once deleted, you can create a new target for that market.
Q: What's the difference between Blended and Unified targets?
A: Blended targets measure performance on your DTC site. Unified targets include both DTC and marketplace (like Amazon) performance, showing marketing impact across sales destinations.