April 13, 2024

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

Prime of Funnel Advertising 

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

Traditionally, because of the issue in monitoring and measuring the influence of those top-of-funnel actions, manufacturers have gravitated in the 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 line with a Fospha report, manufacturers that persistently spend money on top-of-funnel actions for no less than 10 months are more likely to see decreased 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 developed considerably over the previous 5 years, rising extra advanced and demanding superior measurement methods.  

Conventional pixel- and cookie-based strategies, which have been the mainstay of most manufacturers, are dropping their effectiveness resulting from regulatory modifications like GDPR, CCPA, and iOS 14.5, which prioritise client privateness over technological efficacy. This has led to a big discount in visibility, particularly within the early phases 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 growth 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 progress and broad market attain. 

Fospha’s answer empowers manufacturers to measure their paid media spend throughout platforms like TikTok in a data-driven means that aligns with profitability. Because of this manufacturers can now achieve insights into the influence 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 better take a look at The Essence Vault, a perfume model that confronted the widespread dilemma of digital growth. 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 recognition, rising as a big various advert channel. The platform has proven sturdy 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 progress technique in right this moment’s advanced promoting ecosystem. With strategic instruments and partnerships like Fospha and TikTok, manufacturers can confidently navigate this panorama, guaranteeing that each stage of the advertising and marketing funnel is optimised for fulfillment. As we glance in the direction of the way forward for digital promoting, it’s clear that understanding and leveraging top-of-funnel advertising and marketing is not only a technique, however a necessity for sustainable progress and success. 

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