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Spark ROAS Agent and AI in Marketing

Stage: How It Works

Target: CS, Platform Specialists, customers

Reading time: ~8 minutes

What is Spark?

Spark AI Insights surfaces the why behind your performance shifts. It is an AI-driven analytics tool that helps teams diagnose ROAS changes and identify optimisation opportunities — turning Fospha's measurement data into plain-language explanations and suggested next steps.

How Spark Fits In

  • Core provides measurement
  • Beam forecasts what could happen
  • Halo captures cross-platform sales
  • Spark translates all of this into plain-language insights and recommendations
  • When Spark identifies strong positive contributors, use Beam to model the likely return of additional budget before scaling
  • For negative contributors, use the Optimisation Dashboard to drill into ad set/ad granularity and identify specific campaigns for reallocation

Two Levels of Analysis

Channel-Objective Level

Combines channel group, platform, and objective (e.g. "Paid Social - Meta - Conversion") to show aggregate performance patterns across your marketing mix.

Campaign Level

Drills into individual campaigns within each channel-objective to surface specific performance drivers and patterns.

What Spark Shows You

For each level of analysis, Spark provides:

  • ROAS change vs the previous period
  • Spend and revenue percentage changes
  • Whether channels contributed positively or negatively to overall ROAS
  • Observed patterns and performance changes
  • Suggested next steps for consideration

How to Use Spark

  1. Step 1: Navigate to your Home Dashboard in Fospha
  2. Step 2: Filter by channel group, source, market, or currency. Select your date range.
  3. Step 3: Locate the Spark AI Insights banner and click "Find out why"
  4. Step 4: Review the insight summary with key drivers, contributors, and channel performance
  5. Step 5: Explore recommendations. Drill into specific channels or ask follow-up questions.

Why It Matters

  • Reduces time from data to decision — no more manually diagnosing ROAS movements
  • Democratises access to insights — CMOs, channel managers, and finance teams can all understand and act
  • Connects directly to action: Beam for scaling opportunities, Optimisation Dashboard for underperformers
  • Turns Fospha from a measurement platform into a decision-support system

Key Takeaways

  • Spark = Fospha's AI-powered ROAS agent — explains the why behind performance shifts
  • Two levels: Channel-Objective (aggregate patterns) and Campaign (specific drivers)
  • Every insight comes with ROAS change, spend/revenue shifts, contributors, and suggested next steps
  • Integrates with Beam (for scaling) and Optimisation Dashboard (for fixing underperformers)
  • Review insights regularly and treat recommendations as starting points for deeper investigation