State of eCommerce Advertising Report

Understanding patterns in the market is a hugely useful resource for coming up with new marketing strategies, validating your hypotheses and communicating with C Suite and investors. At Fospha, our clients regularly ask us for support in identifying market trends and staying ahead of their competition. Unfortunately, until now there has been no widely available resource that allows eCommerce brands to look at market data that compares fairly between marketing channels.

The reasons for this are simple. The first is a relative lack of cross-brand data – there are few publicly available resources that compile marketing data across many eCommerce brands. The second and more crucial reason is a lack of good quality marketing measurement in eCommerce. Most brands are measuring their marketing spend using either Google Analytics or ad platform tools. These approaches are both fundamentally flawed – Google Analytics has a strong bias towards bottom-of-funnel media and makes no attempt to account for the role of view-through, and ad platform tools use inherently partisan black-box approaches that do not offer a useful point of comparison between channels. Privacy changes like ITP 2.0 and iOS 14.5 have also weakened both of these systems of measurement.

By contrast, Fospha’s measurement is independent, incorporates clicks and view-through, and uses the same model across all channels.

Taking anonymized data from a section of Fospha clients, this document is therefore finally presenting
an independent cross-channel report into digital marketing in eCommerce. The first in an upcoming
series of quarterly summaries, it integrates the findings from our platform into an actionable document
for eCommerce marketers.

Download the report to find out:

• Which channels and platforms truly drive the best return on ad spend?
• How accurate is Meta’s attribution model really?
• Which channels are best for an all-out acquisition drive, and more?