Nicole, Meg, you described a clear need: one view across D2C, Amazon and TikTok Shop, and a way to stand behind where the next dollar goes.
Everything below is built around that, with the demo and the open roadmap questions at the end.
Three things worth taking from this
- 1Your current process is manual, and Nicole put it as "a lot of back of the envelope, finger to the wind." Fospha replaces that with a daily model that reads D2C, Amazon and TikTok Shop together.
- 2Two years of historical data is in the platform from day one, so you can see which channels drive Amazon revenue and how TikTok Shop performs beyond its own silo.
- 3You want both MMM and incrementality and have neither in place. Fospha's managed tests on Meta, TikTok and YouTube feed the saturation curves for every channel, which shows how far each one can scale.
One view across every sales channel
Your team owns lift across D2C, Amazon, TikTok Shop and retail, without pixels on most of those surfaces. Fospha models on aggregate data, so those channels sit in one view next to your paid media.
- Amazon and TikTok Shop sit beside D2C, so you see how Meta, Google and TikTok spend moves sales on each surface and not only clicks.
- Impressions are modeled alongside clicks, which separates where demand is generated from where it is captured. That matters for mid and upper funnel buys that take weeks to land.
- New versus returning customers come straight from Shopify, so CAC and new customer volume are visible by channel.
- Weekly retail sales can be ingested today. Modeling brick and mortar is on the roadmap, and a traditional MMM is where that piece belongs for now.
Always-on answers between tests
Nicole has run incrementality and MMM before, so the useful question is how the pieces fit together.
- The daily model gives you a baseline every day, so budget calls do not wait on a quarterly read.
- Incrementality runs as a managed service. Fospha's marketing science team designs holdouts and spin-downs with you, starting with the channels you named: Meta, TikTok and YouTube.
- Test results feed the saturation curves for every channel, which tightens the read on how far a channel can scale before returns fall.
- A traditional MMM option covers external factors and offline sales alongside the daily model.
The model, explained simply
Fospha pulls GA4, your Shopify sales and impressions and clicks from every ad platform, reconciles them back to Shopify, and models the result daily. Working on aggregate data means Amazon and TikTok Shop sit in the same view, with two years of history on day one. Daily reads keep budget moves tied to what is happening this week.
No forced tradeoff between scope and speed
Most measurement tools force a tradeoff. MTA gives you speed and granularity but misses upper funnel and Amazon. Incrementality testing gives you causal proof but only in the moment. Quarterly MMM gives you strategic scope but can't drive a weekly budget decision. Fospha is built to stop making that tradeoff.
| Tool | Good for | Not built for |
|---|---|---|
| MTA e.g. NorthBeam, Triple Whale | Ad-level creative testing, fast intraday signals | Cross-channel budget decisions, upper funnel, Amazon halo |
| Incrementality e.g. Measured | Proving true lift for a specific channel or test | Always-on decisions, since tests go stale fast and can't run every day |
| Quarterly MMM e.g. Recast, agency models | Long-term strategic planning, offline and online mix | Weekly budget decisions, too slow and too coarse for day-to-day |
| Fospha | Daily MMM, ad-level granularity and halo measurement | Replacing your CRM, creative testing tools, or incrementality tests |
With no MMM or incrementality partner in place today, Fospha gives you the always-on daily layer first. Managed incrementality tests on Meta, TikTok and YouTube then sit on top and sharpen it.
Brands seeing the same results
A premium skincare brand selling DTC and Amazon. Halo showed that counting Amazon sales alongside DTC lifted impression-led channel ROAS by 20%. The team scaled peak spend 34%, grew new customer conversions 10% and blended revenue 9% YoY.
An inclusive skincare brand selling on TikTok Shop, Amazon and DTC. Halo measured about 3X total ROAS from GMV Max versus TikTok Ads Manager, and the team raised GMV Max investment 460% in February.
Next steps
- Will sends calendar availability for the platform demo after the call.
- Nicole and Meg book the demo to review in-platform views, scope and wish list.
- Will confirms incrementality test design and retail roadmap timing with the product team and follows up.
Platform walkthrough
Full walkthrough of the platform, reporting views, and daily workflow.
Watch videos →