TikTok has partnered with Fospha in an effort to help eCommerce advertisers on the platform effectively measure their digital marketing performance. Fospha, known for its transformational approach to cross-channel digital marketing measurement, will work closely with TikTok to assist brands in improving their attribution and understanding areas where they can grow to achieve the highest return on ad spend.
Tracking the effectiveness of impressions-led advertising has been a significant challenge in the realm of paid social channels. This task has become even more difficult following Apple’s iOS changes that restrict the ability to track users from apps or digital platforms onto advertisers’ websites.
To overcome these obstacles, businesses have increasingly relied on click-based attribution, which undermines the importance of upper-funnel activity. According to a 2023 Fospha report, Last-Click attribution fails to account for 74% of sales driven by impression-based media such as Paid Social and TikTok, and 79% of sales specifically attributed to TikTok. Additionally, Fospha’s findings indicate that brands that neglect investment in brand and awareness activity experience higher acquisition costs and lower return on advertising spend.
Why Fospha? Fospha has developed an innovative no-code implementation approach to cross-channel digital marketing measurement. This solution allows clients to go live within 2 to 3 weeks, with a year of full funnel performance modeled, incorporating impressions, clicks, and zero-party data. Importantly, Fospha’s method is privacy-safe as it does not utilize any user-level personal data.
Sam Carter, CEO of Fospha, expressed the company’s commitment to helping clients optimize their marketing budgets. In the context of tightened advertising budgets resulting from macro-economic conditions in 2023, Fospha aims to assist a wide range of TikTok customers in rapidly improving their understanding of their marketing mix to make informed investment decisions.
The partnership pilot between Fospha and TikTok has yielded exceptional results for brands advertising on TikTok, prompting TikTok to recognize Fospha as a valuable partner. The collaboration between the two companies empowers advertisers to enhance their comprehension of what strategies are working in their marketing mix, enabling them to make better investment choices promptly.
For more information about the partnership pilot and its outcomes, please visit: [Case Study URL]
Press inquiries can be directed to jamie.bolton@fospha.com.
In summary, TikTok has designated Fospha as its latest measurement partner, facilitating improved digital marketing performance measurement for eCommerce advertisers on the platform. Through their collaboration, Fospha and TikTok strive to address the challenges of impressions-led advertising measurement and enhance brands’ attribution capabilities, ultimately maximizing the return on ad spend.
