Mariel, Andrea, thanks for the time this week, especially with the Reddit launch and Generation Neutral both landing next week. The gap you named is the one that matters most: impressions before someone lands on site aren't showing up anywhere in your DDA model, so Reddit's real impact and that direct traffic spike stay a mystery.
This page covers how Fospha closes that gap, two brands that solved a version of the same problem, and what the free 2027 access funded by Reddit actually includes. Everything here comes from our call.
Three things worth taking from this
- 1You're already naming the blind spot yourselves. "We are blind as far as what happens before customers come to the site from an impression standpoint, clicks." Fospha's impression modeling closes exactly that gap, reconciled back to your actual .com reported revenue.
- 297% of Reddit's impact lands downstream of the click, showing up in your DDA model as branded search or direct traffic that already gets credited somewhere else. Fospha's Shapley-based modeling restores that credit instead of losing it.
- 3Fospha is a free 2027 add-on funded by Reddit, live with two years of retrospective GA4 history from day one. Setup takes roughly 3-4 hours of your team's time across ad platform, Salesforce, and GA4 access.
Where your direct traffic spike is actually coming from
You've seen a real spike in direct traffic this year with no clean way to explain it. At the same time, your DDA model gives credit across click-tracked channels but has no visibility into impressions, so Reddit and Meta activity above the funnel shows up nowhere.
- 97% of Reddit's effect lands downstream of the click, in branded search and direct visits your DDA model already credits to someone else.
- Fospha builds impression modeling on top of your GA4 data, then reconciles every number back to your actual .com reported revenue.
- Affiliate sessions that break in GA when coupon and content partners use Chrome extensions get modeled instead of losing credit outright.
- Two years of retrospective GA4 history means you see the picture from day one, not a slow build.
Acquisition without losing your loyal 20%
Generation Neutral is built to bring in a younger audience without walking away from the customers who already drive most of your revenue. Right now you can't see which new customers came from which effort, because that split lives in Salesforce, not GA4.
- New versus returning segmentation comes straight from Salesforce transaction IDs, so you can see exactly where each new customer came from.
- Cross-marketplace halo shows how Reddit and Meta activity lifts sales wherever your existing customers actually buy, on .com or otherwise.
- None of this adds a line to your 2027 media budget. It's free, funded by Reddit.
The model, explained simply
Fospha is a daily marketing mix model. Instead of a pixel, it connects to Salesforce, your ad platforms, and GA4 by API, then models two years of history from day one. Because every number reconciles back to your actual .com reported revenue and runs daily, you get a read on Reddit, Meta, and the rest that updates every day instead of a quarterly recalibration.
Scope, speed, or science — you shouldn't have to pick
Most measurement tools force a tradeoff. MTA gives you speed and granularity but misses upper funnel and Amazon. Incrementality testing gives you causal proof but only in the moment. Quarterly MMM gives you strategic scope but can't drive a weekly budget decision. Fospha is built to stop making that tradeoff.
| Tool | Good for | Not built for |
|---|---|---|
| MTA e.g. NorthBeam, Triple Whale |
Ad-level creative testing, fast intraday signals | Cross-channel budget decisions, upper funnel, Amazon halo |
| Incrementality e.g. Measured |
Proving true lift for a specific channel or test | Always-on decisions — tests go stale fast, you can't run them every day |
| Quarterly MMM e.g. Recast, agency models |
Long-term strategic planning, offline + online mix | Weekly budget decisions — too slow and too coarse for day-to-day |
| Fospha | Daily MMM + ad-level granularity + halo measurement | Replacing your CRM, creative testing tools, or incrementality tests |
You're running GA4's data-driven attribution today, which is a fair way to split credit across the channels it can see. Fospha sits on top as the always-on layer that adds the impression-based upper funnel and the cross-marketplace halo your DDA was never built to see.
Brands seeing the same results
Adanola shifted spend into upper-funnel awareness and consideration on Meta. Full-funnel measurement showed the extra spend was working, driving 2.15X blended revenue growth in the US and a 48% ROAS uplift in the UK at 30% higher spend.
Jimmy Joy found Reddit was driving 6X better cost-per-acquisition than Last Click was reporting, alongside 10X better TikTok CPA. Once they could see the real number, Reddit became an easy channel to keep funding.
Next steps
- Will sends education materials and a sample report before the demo, this week.
- Andrea and Mariel share demo availability for next week.
- Mariel loops in Radhika, IT, or Gary if integration questions come up before the demo.
Platform walkthrough
Full walkthrough of the platform, reporting views, and daily workflow.
Watch videos →