Halley, thanks for making time on introductions to Snap this week. The gap you called out is that Triple Whale treats every channel as last-touch, so as Snapchat becomes your next channel for Q4, its real impact on new customer acquisition won't show up in the numbers you bring to your CEO.
This page covers how Fospha measures that upper-funnel impact across your D2C site, Amazon, and Chewy, a brand in a nearly identical spot that used it to prove the case, and exactly what the Snap-funded 12-month trial covers. Everything here comes from our call.
Three things worth taking from this
- 1You're moving into Snapchat for Q4, but Triple Whale's last-touch model won't show whether it's working. "Every channel [was] reporting that they are the last touch" — Fospha layers in impressions so Snap gets credit for the awareness it drives, not just the last click.
- 2Scaling spend has historically raised new customer acquisition costs, mostly from a lack of full-funnel strategy. Fospha's saturation curves and budget planner show exactly where the next dollar should go across Meta, Google, and Snap — and flag it before you hit diminishing returns.
- 3Snap is funding 12 months of Fospha's core model at no cost, running alongside Triple Whale rather than replacing it. That's a full year of data to bring your CEO, starting before Black Friday and Cyber Monday CPMs climb.
Giving Snapchat credit for the awareness it drives
Meta and Google are your primary channels today, and Snapchat is next up for Q4 with existing creative ready to go. The risk is that Triple Whale won't show Snap's real contribution before you have to justify the spend to your CEO.
- Fospha pulls aggregate GA4 clicks and reconciles them to transactions and revenue on yumwoof.com, then models impressions on top so upper-funnel activity like Snapchat gets counted — not just last click.
- We measure the same halo across your marketplaces — Amazon and Chewy — so a Snap campaign that looks flat on DTC can still be shown driving organic sales elsewhere.
- When we layer marketplace sales into Snapchat's ROAS, brands typically see a 40–50% jump versus a DTC-only view — exactly the case you need to bring your CEO.
- Because there's no pixel, onboarding covers two years of GA4 history from day one, so you can compare this year's ramp into Snap against last year's baseline.
Twelve months, no cost
Snap is funding this specifically so their channel gets fairly attributed before you commit real budget. Here's what that partnership actually covers.
- Twelve months of Fospha's core model funded by Snap, running concurrently with Triple Whale — not replacing it.
- Triple Whale stays your SKU-level source of truth. Fospha adds the strategic layer: which channels have headroom, and where the next dollar should go.
- Incremental forecasting built on Bayesian saturation curves, plus a budget planner that backtests 5,000 modeled curves 500 times to optimize spend against a KPI like CAC.
- Onboarding runs on API connections to your ad platforms, Shopify, and GA4 — no dev time needed to get live.
The model, explained simply
Fospha is a daily marketing mix model. Instead of a pixel, it connects to Shopify, Amazon, Chewy, and each ad platform by API, then models your first-party data, including two years of GA4 history on day one. Because it runs every day rather than on a quarterly cycle, you get a read you can act on now — including ahead of Black Friday and Cyber Monday, when CPMs move fast.
Scope, speed, or science — you shouldn't have to pick
Most measurement tools force a tradeoff. MTA gives you speed and granularity but misses upper funnel and marketplace halo. 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. Triple Whale, NorthBeam |
Ad-level creative testing, fast intraday signals | Cross-channel budget decisions, upper funnel, marketplace halo |
| Incrementality e.g. Measured |
Proving true lift for a specific channel or test | Always-on decisions — tests go stale fast, you can't run them every day |
| Quarterly MMM e.g. Recast, agency models |
Long-term strategic planning, offline + online mix | Weekly budget decisions — too slow and too coarse for day-to-day |
| Fospha | Daily MMM + ad-level granularity + halo measurement | Replacing your CRM, creative testing tools, or incrementality tests |
You're using Triple Whale for fast, SKU-level signals, which is a fair use of it. Fospha sits on top as the always-on layer that gives Snapchat credit for the awareness it drives before you scale spend into it.
Brands seeing the same results
Nécessaire sells across DTC and Amazon and couldn't see how upper-funnel paid social was driving marketplace sales. With Fospha's halo measurement, that channel's true ROAS came in twice as high as its DTC-only number, so it cleared target. They scaled ahead of a key sales moment and revenue rose 47% above industry benchmark, with 68% of the lift coming from organic Amazon.
Topicals had cut upper-funnel spend because they couldn't prove its downstream impact. Fospha showed it was driving a large halo across Amazon and DTC — around 7.0 total commerce ROAS against a much lower in-platform number. They scaled that spend 460% and saw a 3.7X uplift in Amazon revenue.
Next steps
- Will sends the Thursday demo invite once Halley is back from the executive retreat.
- Halley uses this page and the demo to build the case for Yumwoof's CEO, the sole sign-off on this decision.
- Once approved, the Snap-funded 12-month agreement is issued and onboarding opens the API connections — ad platforms, Shopify, and GA4 — to go live ahead of Black Friday and Cyber Monday.
Platform walkthrough
Full walkthrough of the platform, reporting views, and daily workflow — good to watch before Thursday's live demo.
Watch videos →