Fospha x AppLovin: Mastering Measurement & Unlocking Growth

📊 Fospha x AppLovin: Why 2025 Is the Year to Bet Big

At Shoptalk, Fospha and AppLovin joined forces to deliver one of the most insight-packed sessions of the week. Hosted just minutes from the main hall, this invite-only masterclass gave attendees a rare, data-driven look at a platform that’s quietly becoming one of 2025’s highest-leverage channels.

Speakers:

• Jamie Bolton, VP Growth, Fospha

• Shirley Deng, Director of Product Partnerships, eCommerce, AppLovin

🔍 The Opportunity: AppLovin’s eCommerce Surge

Once known as a mobile gaming giant, AppLovin is now one of the fastest-growing performance channels for eCommerce brands. With powerful machine learning, creative automation, and audience targeting capabilities, it’s drawing serious attention from brands ready to diversify beyond Meta and Google.

And according to early data from Fospha, it’s not just hype:

• 🧲 Top 3 channel for new customer acquisition

• 📈 2nd largest paid source of site traffic for some brands

• ⚠️ Undervalued by more than 3X under last-click attribution

📉 Why Standard Measurement Is Broken

Traditional models like Last Click and Multi-Touch Attribution (MTA) fail to credit upper-funnel discovery platforms like AppLovin. This means brands are dramatically underinvesting in channels that are actually driving demand.

Fospha’s measurement shows:

• uROAS (unified ROAS) is 4X higher than what last-click reports.

• AppLovin CPAs are up to 8.5X lower than last-click suggests.

• In BFCM 2024, AppLovin emerged as a quiet MVP, especially for full-funnel brands.

🧠 What Winning Brands Are Doing

Brands already investing in AppLovin—and using Fospha to measure it—are seeing impressive results:

• 25% MoM spend growth from January to February 2025

• 70% drop in CPA in February alone

• Creative-level testing and placement-specific optimization driving high returns

And it’s only just beginning—more data is on the way, as AppLovin investment scales through 2025.

📌 Key Lessons from the Masterclass

• Measure what matters: Shift away from flawed attribution models.

• Don’t sleep on discovery: AppLovin isn’t just cheap—it’s performant.

• Invest ahead of the curve: 2025 is your moment to test, learn, and scale.

As Jamie and Shirley reminded the room: you can’t optimize what you can’t see. Brands using basic tools are already falling behind.

👀 The Takeaway

AppLovin’s eCommerce business has already hit a $1B run rate, and Fospha’s data shows its true value is just starting to surface. As brands double down, the question is:

Will you lead the curve—or play catch-up?

Independently Created. Not affiliated with Shoptalk.

ClickZ is a Contentive publication in the Events division