It’s no secret that Paid Social is a major driver of performance for eCommerce brands, despite what Last Click measurement might show.
At Fospha, we wanted to reflect on how severely the largest Paid Social channels – Meta and TikTok – were impacted by Last Click attribution in Q1 2024.
We also took a deeper look at TikTok – the most undervalued of the top-spend channels when using Last Click measurement, uncovering that the bottom-of-funnel significantly benefits from its ‘halo effect’.
Fospha data shows that Paid Social is significantly under-invested, with brands on average only reaching 41% of its potential. Last Click measurement exacerbates this problem. Where brands can’t see impact, they won’t invest – leaving millions of $$ on the table.
Fospha is the marketing measurement platform for eCommerce, using multi-touch attribution and marketing mix modelling to reveal the impact of both clicks and impressions on driving sales. Its impressions modelling also addresses misattribution caused by iOS14, enabling accurate attribution of Paid Social channels.
Meta is the most scaled Paid Social channel, making up 49% of the average brand’s mix. This means misattributing Meta can significantly hinder a brand’s revenue potential.
In Q1, Meta was heavily undervalued by Last Click. This impact is even more severely felt when segmenting just for Awareness and Consideration activity, with Fospha revealing that 101X more conversions were driven from the higher funnel than Last Click claims.
Fospha data shows that investing in upper funnel is vital for long-term resilience – with the best optimized brands from a CPA perspective spending 18%+ in Awareness & Consideration in Meta. But for brands relying on Last Click, it becomes challenging to justify this investment.
TikTok is becoming an increasingly prominent channel in brand’s channel mixes, now comprising 10% of the average brand’s mix.