Jonathan and Peter, you told me the only thing holding back more YouTube and Demand Gen spend is measurement. This page is built around that gap.
Below is how Fospha credits video impressions, two brands that scaled the same Google channels, and the Google-funded offer Ollie walked through.
Three things worth taking from this
- 1You named the blocker yourself: "the only thing that's holding us back is the measurement, the lack of measurement." Click tracking cannot see a YouTube or Demand Gen view that leads to a purchase later, and Fospha models those impressions directly.
- 2Your average sales cycle is 18 days from first click to purchase, and that clock only starts when someone clicks. Fospha reads impressions against sales every day, so a video view can earn credit for an order that lands days later.
- 3You are aiming for roughly 33% more measurable social revenue next quarter, with Demand Gen sitting outside that target today because it cannot be measured. The Google-funded offer covers 12 months of Fospha at no cost, and Thursday's demo shows it live.
Giving video its proper credit
You have saturated high-intent search, so the next stretch of growth comes from reach. Video is where you can add the most impression share, and the proof to back that spend has to come from somewhere other than clicks.
- Fospha starts from your Google Analytics data, then layers click modeling and impression modeling on top, so YouTube and Demand Gen views are measured alongside clicks.
- It looks at how spikes in impressions line up with conversions, channel by channel, then spreads credit by weight across your whole mix.
- After a channel like YouTube has run for around 21 days, saturation curves show whether to keep scaling or hold.
- Every number reconciles to the orders in your own store, pulled in every 24 hours, and a custom WooCommerce-based build is no obstacle.
It shows how far Last Click undervalues both channels and sets out how to structure and bid on each.
Open PDF →Twelve months, no cost
Ollie walked through the offer Google and Fospha are running together. Here is what it covers.
- Google funds the first six months of your Fospha license, and Fospha funds the following six, so you get 12 months of full access at no cost.
- Ollie and Daniela work with you on Google testing, with Demand Gen and YouTube as the priority.
- Fospha's customer success team supports you across every platform alongside that Google focus.
- Only Fospha-attributed Google data goes to the Google team. Nothing cross-channel is shared.
The model, explained simply
Fospha is a daily media mix model. It starts from your analytics data, adds click and impression modeling, and reconciles everything to the orders in your store with no pixel to install. A daily read means you can move budget this week.
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 Amazon. 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. NorthBeam, Triple Whale, Wicked Reports | Ad-level creative testing, fast intraday signals | Cross-channel budget decisions, upper funnel, Amazon 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 already use Wicked Reports to tie clicks and UTMs back to orders, new customers, and lifetime value, and that is the right job for it. Fospha sits on top as the always-on layer that credits the YouTube and Demand Gen impressions clicks cannot show.
Brands seeing the same results
In-platform metrics and geo-tests made YouTube hard to justify. Fospha showed it driving 254X more revenue than previously reported, so the team scaled spend +500% YoY in Q4 and then launched Demand Gen.
Corston ran on Search and PMAX with no framework for adding an upper-funnel channel. Through Fospha and Google's Q4 Peak Support Program, Demand Gen launched gradually on Fospha spend plans.
Next steps
- Platform demo with Jonathan and Peter, Thursday at the same time as our first call.
- Will sends integration documentation and relevant case studies this week.
- Jonathan confirms whether a DPA is needed on the JM Bullion side.
Platform walkthrough
Full walkthrough of the platform, reporting views, and daily workflow.
Watch videos →