April 13, 2024

Understanding media efficiency in digital advertising and marketing is like navigating a maze that continually adjustments. The emergence of platforms like TikTok has revolutionized how manufacturers join with their viewers, including layers of complexity and alternative. Nevertheless, with regulatory adjustments equivalent to GDPR and iOS 14.5 updates, eCommerce manufacturers at the moment are going through a rising problem: gaining clear visibility into the efficiency of their media combine channels. 

Prime of Funnel Advertising and marketing 

Prime-of-funnel advertising and marketing is about extra than simply creating buzz; it’s about laying a sustainable basis for development. Think about it as the primary chapter of a fascinating novel, the place the story begins, intrigue is created, and the connection with the reader—or on this case, the client—begins to kind.  

Traditionally, because of the issue in monitoring and measuring the affect of those top-of-funnel actions, manufacturers have gravitated in direction of bottom-of-funnel promoting, the place outcomes are extra tangible, like direct gross sales and conversions. Nevertheless, this strategy usually overlooks a important side of buyer acquisition and model constructing.  

In response to a Fospha report, manufacturers that persistently spend money on top-of-funnel actions for at least 10 months are more likely to see diminished buyer acquisition prices and a extra sturdy Return on Advert Spend (ROAS). Particularly, the report reveals that manufacturers prioritizing long-term model consciousness methods can enhance their ROAS by 42% and reduce acquisition prices by 35%, compared to manufacturers that focus completely on conversion-focused actions. 

The Challenges of Present Measurement Practices 

The digital promoting panorama has advanced considerably over the previous 5 years, rising extra advanced and demanding superior measurement strategies.  

Conventional pixel- and cookie-based strategies, which have been the mainstay of most manufacturers, are shedding their effectiveness as a consequence of regulatory adjustments like GDPR, CCPA, and iOS 14.5, which prioritise shopper privateness over technological efficacy. This has led to a big discount in visibility, particularly within the early levels of the client journey. Consequently, advertising and marketing attribution fashions that don’t account for top-of-funnel actions might overestimate the effectiveness of lower-funnel actions. 

Fospha x TikTok 

On Monday 8 Jan 2024, TikTok introduced Fospha as one of many measurement companions. This partnership represents a big improvement within the intricate world of digital advertising and marketing, highlighting the significance of not solely counting on bottom-of-funnel metrics for manufacturers aiming to attain sustainable development and broad market attain. 

Fospha’s resolution empowers manufacturers to measure their paid media spend throughout platforms like TikTok in a data-driven approach that aligns with profitability. Which means manufacturers can now achieve insights into the affect of their top-of-funnel actions, optimize their methods accordingly, and scale their efforts with out sacrificing their backside line. 

Case Examine 

Let’s take a more in-depth have a look at The Essence Vault, a perfume model that confronted the frequent dilemma of digital enlargement. By embracing TikTok’s dynamic platform and partnering with Fospha, they noticed a 20% enhance in income and a 7% enchancment in ROAS, illustrating the facility of a data-driven, top-of-funnel strategy. 


TikTok has exploded in reputation, rising as a big various advert channel. The platform has proven robust returns, outperforming different rising platforms like YouTube. Prime-of-funnel advertising and marketing is extra than simply an preliminary handshake with potential clients; it’s an indispensable a part of a model’s development technique in right now’s advanced promoting ecosystem. With strategic instruments and partnerships like Fospha and TikTok, manufacturers can confidently navigate this panorama, making certain that each stage of the advertising and marketing funnel is optimised for fulfillment. As we glance in direction of the way forward for digital promoting, it’s clear that understanding and leveraging top-of-funnel advertising and marketing isn’t just a method, however a necessity for sustainable development and success. 

For additional info on this partnership, go to Fospha’s blog and TikTok for Business Blog.