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Halo Marketplace Measurement

Stage: How It Works

Target: CS, Platform Specialists, customers

Reading time: ~12 minutes

The Problem Halo Solves

Here is a simple example. You see a TikTok ad for a skincare brand. You do not buy from TikTok — you go to Amazon and buy it there. Amazon thinks it was an Amazon sale. TikTok shows zero return. But TikTok actually created that sale. That is the halo effect — and that is what this module is about.

Modern consumers do not buy where they discover. A customer sees your Meta ad, gets inspired by your TikTok content, and then buys on Amazon. Amazon's platform only attributes sales to Amazon Ads and does not account for the impact of your DTC ads — your Meta and TikTok campaigns show zero return for a sale they actually created.

Halo is Fospha's solution that reveals how your DTC ads impact Amazon sales. For the first time, marketers can measure Unified ROAS across both DTC and Amazon sales channels, unlocking the true value of their marketing investments.

Unified ROAS Formula

Unified ROAS = (DTC Revenue + Amazon Revenue) / DTC marketing channel spend

This single metric reveals total revenue impact across all channels from a single marketing spend source.

Customer Outcomes

  • Necessaire — Meta campaigns had 46% higher true ROAS when including Amazon revenue. TikTok showed 80% higher impact on Unified ROAS. Reallocated 20% of budget from low-performing Amazon PPC to high-performing Meta, achieving 30% higher total revenue during Prime Day.
  • Give Me Cosmetics — Unified measurement revealed true cross-platform impact, unlocking confident scaling

What is Halo?

Halo reveals the full-funnel impact of your TikTok, Meta, YouTube, and Amazon Ads across all your sales destinations — including your own website, Amazon, and TikTok Shop.

How Halo Works

Step 1: Data Ingestion

Amazon: Connections established to Amazon Seller Central and Amazon Ads APIs. Seller Central provides aggregated daily conversions and revenue. The Ads API supplies click, impression, cost, and conversion data attributed to Sponsored Ads (Sponsored Products, Sponsored Brands, Sponsored Display).

TikTok Shop: Ingests TikTok Shop order data via Shopify or custom file upload. This fills the visibility gap for sales occurring entirely within TikTok's ecosystem that are not tracked in GA4.

Step 2: Click Measurement

ML models (XGBoost and ElasticNet) evaluate relationships between Amazon ad clicks and conversions. Outputs are averaged with Amazon's native 7-14 day click attribution for completeness. This step identifies which Amazon conversions were driven by Amazon Ads clicks — and which are "organic" (not attributed to Amazon Ads).

Step 3: Impression Measurement (Daily MMM)

Unclaimed organic conversions are processed through the Daily MMM. Credit is redistributed from Amazon Organic to non-Amazon media based on impression segment strength (Channel, Source, Objective, Strategy combinations). This is where Fospha reveals how DTC ad impressions influenced Amazon purchases.

Step 4: Unified Outputs

Data cleaned and calculated for granular performance metrics — Unified ROAS, CPP, Revenue, and Conversions across .com, Amazon, and TikTok Shop. Accessible down to individual ad level across all dashboards.

TikTok Shop Measurement

TikTok Shop creates a visibility gap: sales happen entirely within TikTok's ecosystem and are not tracked in GA4. Halo addresses this by:

  • Ingesting TikTok Shop order data via Shopify or custom file upload
  • Integrating TikTok Shop ad impressions into the Daily MMM
  • Revealing the full impact of TikTok Shop Ads across DTC, Amazon, and TikTok Shop
  • Providing a unified view of TikTok's total contribution to performance

Why It Matters

  • Unified ROAS reveals the true value of DTC media that last-click and Amazon's own reporting miss entirely
  • Breaks through Amazon's walled garden by connecting external media to Amazon sales
  • Enables budget decisions based on total business impact, not just .com outcomes
  • Brings DTC and Amazon teams onto a shared source of truth

Customer Value

  • Unified view across DTC, Amazon, and TikTok Shop in a single dashboard
  • Shared source of truth for DTC and Amazon teams — ending siloed, conflicting budget decisions
  • Prevent underinvestment in DTC channels that are driving total business growth across marketplaces
  • Onboarding takes approximately 48 hours for existing Fospha customers

Current Limitations

  • CAC and New Customer metrics temporarily unavailable when Amazon data is included
  • Historical data accessible for approximately 90 days (Amazon API constraint), though Fospha stores data indefinitely post-onboarding
  • Amazon Vendor Central not yet supported (Seller Central only)
  • New vs. repeat customer segmentation unavailable (Amazon lacks transaction-level data)

Key Takeaways

  • Halo = Fospha's marketplace measurement solution — connecting DTC media to Amazon and TikTok Shop sales
  • Unified ROAS = (DTC Revenue + Amazon Revenue) / DTC marketing channel spend
  • Four-step process: Data Ingestion, Click Measurement, Impression Measurement (Daily MMM), Unified Outputs
  • Necessaire achieved 46% higher Meta ROAS and 30% higher Prime Day revenue after reallocating 20% of budget based on Halo insights
  • TikTok Shop measurement fills the gap for sales happening entirely within TikTok's ecosystem