The Challenge of Measuring Impressions-led Advertising
Measuring the true impact of impressions-led advertising can be a tough task, especially with new privacy measures making it even harder to gather the right data. Fospha, a digital marketing measurement company, has found that traditional click-tracking methods often fail to recognize the value of upper-funnel activity. In fact, a recent study revealed that these methods miss about 74% of sales that come from impression-based media. Brands that neglect higher-funnel activity, like advertising on Snapchat, also tend to have higher acquisition costs and lower returns on their advertising spend.
Snapchat: A Key Growth Channel
Fospha’s latest report highlights Snapchat as a key growth channel for brands. According to their data, brands that advertise on Snapchat experience a 504% increase in return on ad spend (ROAS) from 2022 to 2023. This growth comes even as ad spend on the platform grew by 76% year over year. Fospha believes this presents an opportunity for brands to capitalize on strong performance at higher spend levels.
Snap’s Focus on Improved Performance
Evan Spiegel, co-founder and CEO of Snap, emphasized the importance of driving improved performance for advertising partners in 2024. Fospha’s data supports this focus, showing that Snap’s ROAS has been rising since the company updated its performance products in late 2022 and early 2023. The partnership between Snap and Fospha aims to empower brands to enhance their attribution capabilities, identify growth opportunities, and maximize returns on their advertising investment.
Why Fospha?
Fospha is at the forefront of cross-channel digital marketing measurement with its transformational approach. Their no-code implementation allows clients to be up and running within 2 to 3 weeks, with a year’s worth of full funnel performance data modeled. Importantly, Fospha’s solution is privacy-safe, as it does not utilize any user-level personal data. Snap’s certification of Fospha as a key partner validates their mission to help eCommerce brands spend confidently and tap into the untapped potential of paid social media.
To learn more about this partnership, reach out to Fospha or your Snapchat account manager for more details.
This article was originally published on Search Engine Watch.
