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Brands Missing Revenue Opportunities Due to Traditional Measurement Tools

In today's rapidly changing digital marketplace, marketing teams face significant pressure to demonstrate their effectiveness. However, recent findings from Fospha indicate that many brands may only be showcasing a small portion of their actual impact. A staggering 42% of sales could be going uncredited due to outdated measurement practices.

Fospha’s report, Halo Measure and Grow Beyond .com, produced in collaboration with marketplace agency Forde Baker, highlights the changing dynamics of online sales, particularly as more consumers shift their purchasing behavior to platforms like Amazon, TikTok Shop, and others. These legacy measurement tools often focus only on sales generated from .com sites, failing to capture the complete picture of brand performance.

The Gap in Traditional Measurement Technologies

Conventional Measurement Tools (CMTs), specifically Multi-Touch Attribution (MTA), tend to concentrate solely on direct .com sales and neglect a large proportion of conversions occurring elsewhere. Fospha's research illustrates that social media platforms such as TikTok and Meta are significantly driving sales through third-party channels. However, the results from these campaigns are frequently not accounted for in standard measurement frameworks.

By utilizing Fospha’s full-funnel measurement strategy, brands gain insights into all aspects of their sales journey. Central to this approach is the concept of Unified Measurement. This innovative methodology encompasses total performance across various channels, including .com, Amazon, and marketplaces. As a result of employing this technique, brands are able to compute Unified Return on Ad Spend (ROAS) that reflects all customer purchase locations rather than just their own website.

Transforming Advertising Strategy

The comprehensive insights provided by Fospha can lead to smarter planning and improved return on investment (ROI). Specifically, brands such as Nécessaire have reported exceeding their Prime Day benchmarks by an impressive 47% due to insights gained from using Halo.

The report highlights several key insights worth noting:

• - Including off-.com conversions in performance metrics boosts ROAS by 37% and Cost Per Purchase (CPP) by 42%.
• - Campaigns on TikTok and Meta witness an astonishing 174% uplift in ROAS when these off-.com sales are factored in.

Insights from Industry Leaders

Sam Carter, CEO of Fospha, emphasized, “Historically, brands have viewed their website as the core of their online operations. Now, that view is evolving. Their website is just one of many channels contributing to sales. Relying solely on traditional models focused on .com will hinder a brand's growth potential.” He pointed out that accurately assessing the total impact of advertising beyond a single website is crucial for brands aiming to capitalize on profitable growth opportunities.

Conclusion

The insights garnered from Fospha's studies bring to light a fundamental shift in digital marketing performance measurement. By embracing a Unified Measurement approach, brands can capture the full scale of their revenue-generating opportunities while optimizing their marketing budgets for better efficiency. For companies looking to enhance their marketing strategies, accessing the full report can provide invaluable resources.

For further details, download your free copy of Halo Measure and Grow Beyond .com here.