Partnership Overview Between Snap and Fospha
Snap and Fospha have formed a strategic partnership aimed at enhancing the measurement capabilities for eCommerce advertisers using Snapchat. This collaboration is particularly significant as it addresses the challenges associated with accurately measuring the performance of impressions-led advertising, which has become increasingly difficult due to evolving privacy regulations. By leveraging Fospha’s advanced measurement solutions, advertisers will gain a clearer understanding of how their campaigns perform, ultimately leading to more informed marketing decisions.
Addressing Measurement Challenges
The core issue this partnership aims to resolve is the inadequacy of traditional measurement methods, such as last-click and multi-touch attribution (MTA).
According to a 2023 study by Fospha, these methods fail to capture approximately 74% of sales generated from impression-based media. This gap in measurement can lead brands to underestimate the effectiveness of their advertising efforts on platforms like Snapchat. Brands that neglect upper-funnel activities often experience higher customer acquisition costs and reduced returns on advertising spend, which can significantly impact overall marketing performance.
Significant Growth Metrics for Snapchat
Fospha’s latest report highlights Snapchat as a crucial growth channel for its client brands, revealing a remarkable 504% increase in return on advertising spend (ROAS) from 2022 to
2023. Additionally, advertising spend on Snapchat grew by 76% year-over – year. These metrics indicate that as brands invest more in Snapchat advertising, they are achieving better performance and greater returns. This partnership is expected to empower brands to capitalize on these strong performance indicators and optimize their advertising strategies accordingly.
The Importance of Attribution Improvement
On Snap’s Q4 2023 earnings call, co-founder and CEO Evan Spiegel emphasized the company’s commitment to enhancing advertising performance for partners in
2024. The data from Fospha supports this initiative, showing a consistent increase in Snap’s ROAS since the company began updating its performance products in late 2022 and early
2023. The partnership with Fospha will further enhance brands’ ability to improve their attribution capabilities, identify growth opportunities, and maximize their advertising investments, ultimately leading to better outcomes for both Snap and its advertisers.
Why Choose Fospha as a Measurement Partner
Fospha stands out as a pioneering force in cross-channel digital marketing measurement. Their no-code implementation allows clients to be operational within just 2 to 3 weeks, providing a comprehensive view of full-funnel performance, including impressions, clicks, and zero-party data, all while ensuring data privacy. Sam Carter, CEO of Fospha, expressed excitement about the partnership, noting that it validates their mission to help eCommerce brands invest with confidence. The collaboration is expected to unveil significant unrealized opportunities in paid social media, particularly on Snapchat.
Conclusion and Next Steps
The partnership between Snap and Fospha represents a significant advancement in the way eCommerce advertisers can measure and enhance their campaign performance on Snapchat. By addressing the limitations of traditional measurement methods and promoting a more comprehensive understanding of advertising effectiveness, this collaboration is poised to drive better results for brands. For those interested in exploring these enhanced measurement capabilities, reaching out to Fospha or a Snapchat account manager is a recommended next step.
