Firstly, we need to think about the problem we're solving here at Fospha.

Which is pretty difficult to do, when:

You end up with messy data coming from multiple sources, which can add up to as much as 3x of reality in our experience!

This is where the need for an independent an un-biased attribution partner comes in - Fospha!

10 years ago, measurement was simple. Google Analytics had many of the answers, and the ad platforms covered the rest.

Now, every ad platform employs a different attribution model - and they usually don't reveal how their model actually works.
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Google Analytics attributes using a Last Touch model, which assigns 100% of the credit for the conversion to the touchpoint that directly led to the customer taking action.
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Last Touch operates under the assumption that this final interaction is the most influential in driving their decision to make a purchase. But, we know this isn't the case. In reality, this leaves us with a far more limited view of the customer journey:
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If you’re going to succeed, you need to move up the funnel and focus on the entire customer journey.
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The trouble is - ad platforms and Google Analytics no longer show you what is happening using pixel-based measurement. In fact, 60% of revenue is misattributed when relying on pixels alone.
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Upper funnel channels, i.e., those focused on generating awareness and consideration, are too low. Meanwhile, bottom funnel channels, i.e., those focused on conversion, are artificially high:
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In reality, upper funnel activity is what is driving your sales across Direct, Natural Search and Brand PPC - which is where Fospha come in!

Fospha starts where other platforms end.

Our multi-stage algorithm combines the best of Marketing Mix Modelling and Multi Touch Attribution, attributing daily value to both observable (clicks) and non-observable (impression) consumer interactions.
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There are 2 main components:
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​1. Click Attribution
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We start by analyzing the effectiveness of your marketing mix based on the click and visit data we collect.
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We utilize what's called an Ensemble Model, which uses a foundation of Google path and position based modelling from GA4, and combines the attribution output from these models with multiple Fospha machine-learning models to give you a more accurate view of the impact of click-based paid media throughout the funnel.

Think of the Ensemble model (which uses 4 models) like taking 'wisdom from the crowds' - you're consolidating opinions from many experts before taking a decision rather than one. This is the attribution output for all your click-based channels, and forms the input for the impressions model for Paid Social, Display, Discovery, and Youtube.
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​2. Impression Attribution
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From the click-based outputs we receive, we layer on the impressions measurement.
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We then establish the relationship between your organic channels, and your impressions and cost across Paid Social, Display, Discovery, and YouTube. This is achieved through multiple machine learning models.

Where a relationship is found, the model redistributes organic conversions that were influenced by activity that happened higher up the funnel, back to the activity that was the driver of the original visit.
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To learn more about Fospha Attribution Modelling and our Methodology, click here.

Your dashboards bring all of this information to one place and make reporting easier.
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You are able to take control of performance by understanding where you need to make changes to make cross-channel investment decisions with confidence.

In a post-GDPR and iOS 14 landscape, most e-commerce brands are relying on a broken pixel-based measurement system, which makes it incredibly difficult to make the right decisions. Whether targeting growth or savings, data is the difference between success and failure​. Fospha are here to offer a solution.