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Fospha Product Training Core 101

Stage: Fospha Fundamentals

Target: All internal teams

Reading time: ~15 minutes

The Problem Core Solves

Most marketing teams are flying blind. Traditional measurement tools — GA4, platform dashboards, quarterly MMMs — only see part of the picture. Last-click massively overcredits demand capture (Google Search, retargeting) while giving zero credit to the brand-building channels (TikTok, YouTube, Meta awareness) that actually created the demand.

The result? Brands systematically underinvest in upper-funnel activity, over-concentrate on lower-funnel capture, and watch customer acquisition costs rise. Meanwhile, CFOs demand ROI proof that existing tools cannot provide.

Core solves this. Always-on, daily, full-funnel measurement — from the first impression to the last click — so every channel gets fair credit and every budget decision is backed by data.

Customer Outcomes

  • Brands working with Fospha Core are 30% more efficient than the market (MER)
  • Average 43% uplift in ROAS when optimising with Fospha data via Smartly integration
  • Single source of truth trusted by marketing, finance, and leadership

Flagship Case Studies

  • Sweaty Betty — Full-funnel measurement revealed upper-funnel Meta was driving significant incremental revenue invisible to GA4
  • Medik8 — Used Core + Beam to identify 50% headroom in Paid Shopping
  • END Clothing — Improved efficiency without increasing total spend by reallocating based on Fospha data

What is the Core Model?

Core is powered by our Daily MMM. It does not just refer to the model itself, but to everything in Fospha that is not Halo, Glow, Spark, Prism, or Beam. Specifically, it is how our core model is surfaced in:

  • KPI Health Check
  • Optimisation
  • Channel Health Check

How it Works: The Science

The Glassbox

Core is transparent and validated. Unlike black-box models, Fospha is a glass box, giving visibility into every model layer.

The Model Waterfall

Fospha builds full-funnel measurement in five verified steps. Each step addresses a blind spot that the previous level of measurement cannot see.

Step 00: GA4 Conversions (Starting Point) — The measurement pipeline begins with raw conversion data from GA4 — last-click data showing final touchpoints before purchase. This is where last-click measurement stops. For Fospha, it is just the beginning.

Step 01: Click Measurement — Fospha measures sales driven by paid and organic clicks using a multi-model approach that combines four distinct methodologies:

  • Touchpoint models: LNDC (Last Non-Direct Click) and DDA (Data-Driven Attribution) — these use Google's own touchpoint data
  • Probabilistic models: Linear Regression and Tree-Based models — these use ML to uncover hidden relationships between clicks, cost, and sales

By merging outputs from all four models, Fospha provides a fairer, more balanced view of how each channel contributes to conversions — like four people independently checking each other's maths.

Step 02: Capture Every Sale (Reconciliation) — GA4 undercounts conversions by 10-30% or more due to cookie consent limitations and tracking gaps. Fospha reconciles against your ecommerce platform as the source of truth:

  1. Isolate unmatched transactions — Order IDs from your ecommerce platform (Shopify, Magento, WooCommerce) are matched with GA4 transactions. Unmatched conversions are isolated.
  2. Calculate channel mix coefficients — Fospha determines what percentage of GA4 conversions each channel represents (e.g. if 30 of 100 conversions came from email, email's coefficient = 0.3).
  3. Redistribute proportionally — Unmatched transactions are redistributed across channels based on each channel's coefficient.

By default, Fospha reconciles to "Online Store" data, ensuring 100% of sales are accounted for.

Step 03: Daily MMM (Impression Measurement) — Fospha's key differentiator. Using an XGBoost model and Shapley values (from game theory), Fospha uncovers the true impact of impressions — so upper-funnel channels like TikTok, YouTube, and Meta awareness finally get the recognition they deserve. Data is modelled to Campaign Type/Objective level first, then granular platform signals are applied down to ad-level.

Step 04: Halo (Unified Measurement) — Extends measurement beyond DTC to Amazon and TikTok Shop, connecting external media spend to marketplace sales. Separates ads-driven from organic Amazon conversions, then credits unattributed organic sales back to the DTC channels that influenced them.

Features that Improve Accuracy

  • Daily retraining + QA
  • Outlier Capping
  • Offline Calibration
  • Adstock
  • Hyperparameter tuning

Why It Matters

  • Impression Measurement is Core's key differentiator
  • Unlike consultancy MMMs (quarterly) or MTA (click-based), Fospha delivers always-on, daily full-funnel measurement
  • Balance of granularity + strategic value makes it actionable every day

Customer Value

  • Unified, reconciled view of marketing impact across every channel
  • Confidence to shift budget up the funnel with proof
  • Daily actionable outputs aligning teams on one trusted source of truth
  • Foundation to optimise, plan, and forecast growth

Key Takeaways

  • Core = Fospha's Daily MMM — from GA4 last-click data to full-funnel measurement in five steps
  • Click Measurement uses four models (LNDC, DDA, Linear Regression, Tree-Based) for balanced channel credit
  • Reconciliation ensures 100% of ecommerce sales are captured and distributed
  • Daily MMM with XGBoost + Shapley values is the standout differentiator — impression measurement for upper-funnel channels
  • Halo extends measurement to Amazon and TikTok Shop