Introduction
Fospha Attribution Modelling provides fair and independent whole-funnel attribution.
The techniques used are built for the privacy-safe, post-iOS14 world and designed to deliver the best possible measurement for ecommerce brands. It is a multi-stage algorithm that combines the best of Marketing Mix Modelling and Multi Touch Attribution to attribute daily value to both observable (clicks) and non-observable (impression) consumer interactions.
There are 4 key steps of our Attribution methodology:
1. Connect
2. Click Attribution
3. Impression Attribution
4. QA
Connect
With only 10 minutes of set-up time required from you, Fospha Connect integrates with all your marketing channels, website and eCommerce platforms, to deliver the data to our model.
Fospha’s algorithms work by combining all the data your brand can collect – 1st and Zero Party data – with aggregated media-level data available from the platforms you’re using to drive customer acquisition.
Each day we ingest and stitch data from website visits, sales from site or eComm, and ad platform cost & impressions data, to provide a complete data foundation of your full marketing funnel: all your spend, ad activity, traffic, conversions and sales.
Fospha’s Connect is designed for the post-iOS & cookie world, with privacy built into the design of our measurement. Our methodology solves for the fact that tracking at a customer level has become unreliable due to the measurement constraints introduced with iOS14, the GDPR & CCPA and 3rd party cookie loss.
Click Attribution
In the first step of the Attribution modelling, the aim is to understand the performance across your marketing mix based on the click/visit data we collect.
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.
Impression Attribution
In the second step of the Attribution modelling, we take the click-based outputs for all impressions channels as the foundation to layer on the impressions measurement.
We do this by using a combination of multiple machine learning models to understand the relationship between your organic channels (Direct, Organic Search, and Brand PPC) and your impressions and cost across Paid Social, Display, Discovery, and Youtube.
Using historical data to train the 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.
There are also a number of very valuable features of the Fospha Attribution model that make Fospha modelling perfect for all ecommerce brands:
We look up to your ecommerce system (e.g. Shopify, Magento etc) to find out whether a purchase was new or repeat, so you can get an accurate CAC for each of your channels/sources/campaigns
We implement our source-of-truth reconciliation, which means any transactions not captured by GA due to declined cookie consent are attributed in Fospha (more information here)
We model each of your markets separately, to ensure that brand recognition in your strongest market does not cause over-inflation of your smaller markets
QA
Once we have the outputs from the model, we have a rigorous 16-step daily model QA to ensure your results are ones that you have confidence to take action on!
We do all of this to ensure that you have trust in the modelling to spend with confidence!
Taking a look at the last $300m our clients spent, before and after signing up to Fospha, we found that:
For businesses cutting costs, those without measurement had +10% higher CAC
For businesses investing for growth, those without measurement had:
-78% slower revenue growth
-7% lower ROAS
Typically, we see clients who invest in Fospha average a 15x ROI on the Fospha license fee after 12 months, and the value you get at each stage before then being:
By Week 1 | By Month 1 | By Month 3 | By Month 6 |
Adopted by: You! Our super user | Adopted by: Your wider marketing team | Adopted by: Agency | Adopted by: Management |
Value achieved:
Identify a route to one thing you'll do differently
See how Fospha can help you achieve your performance marketing goals | Value achieved:
See value in Fospha when compared with GA and Ad Platform reporting
Become familiar with Fospha and how to take action using Fospha insights | Value achieved:
Start seeing the impact of your changes
Save hours per week through attribution and insights in one place | Value achieved:
Monthly, weekly, and even some daily optimizations
Source of truth for marketing performance throughout the business |