📊 Snap Into Full-Funnel: What We Learned from Fospha’s Masterclass

Inside the Fospha x Snapchat Masterclass at Shoptalk 2025

What do you get when you combine top-of-funnel discovery, full-funnel measurement, and one of the most underutilized ad platforms in ecommerce?

A masterclass that flipped the script on what profitable growth really looks like in 2025.

Led by Fospha VP of Growth Jamie Bolton, and Snap’s Fintan Gillespie, the session was a high-impact breakdown of how modern eCommerce brands are winning—not just with smart channel strategy, but with smarter measurement.

And the big theme?
Snapchat is no longer just a Gen Z play—it’s a performance channel hiding in plain sight.

🚨 Attribution is broken. The fix is full-funnel.

In a world where Meta and Google dominate last-click models, many marketers are missing the bigger picture: how top-of-funnel channels actually contribute to long-term growth.

Fospha’s privacy-safe MMM (media mix modeling) approach is reshaping how brands see value across the funnel. Rather than relying on in-platform data or last-click outcomes, it brings together spend, performance, and incrementality over time.

The data speaks for itself:

• Brands that increased top-of-funnel spend on Snapchat (5%+ of media mix) saw up to 218% higher ROAS compared to those that stayed mid-to-lower funnel.

• Those spending 12–23% of budget on “discovery” platforms like Snap saw improvements in performance across Meta and Google too.

• During Black Friday/Cyber Monday 2024, Snap CPMs rose 40% less than Meta’s, giving brands a scalable way to reach users even in high-cost windows.

👗 Real Brands, Real Wins

The session wasn’t just theory. Fospha shared examples of brands using full-funnel Snap strategies to unlock serious revenue growth.

• Cove had turned Snap off after disappointing last-click results. After working with Fospha to re-evaluate performance with MMM, they relaunched—and grew revenue by 50% in just two weeks.

• 4th & Reckless had written Snap off. Fospha’s data showed it was their top-performing channel. Now it’s a staple in their growth strategy.

• Oh Polly ran a Fospha-led test, increased Snap spend by +233%, and saw a 278% lift in revenue in the U.S.—all while lowering CAC.

🎨 Creative Is the Lever—But Only If It’s Built for the Platform

Fospha and Snap highlighted what separates underperforming Snap creatives from the ones that drive results.

• Sound-on storytelling

• Native creator-style formats

• Pacing designed for the Snap feed

• Clear product demonstration in under 6 seconds

• A strong hook within the first 1.5 seconds

When Snap campaigns follow these principles—and are measured with Fospha’s full-funnel lens—the results speak for themselves.

Want to know what Colin Duethorn, Product Parnterships & Research at Snap Inc., had to say about the Masterclass?

@clickz_official

Can you guess what Colin Duethorn’s biggest takeaway from the Fospha x Snap Masterclass at @Shoptalk? #snapchat #snap #fospha #clickz #sho... See more

📘 Want the Full Strategy?

Grab the Ultimate Snapchat Playbook from Fospha, Snap, and New Engen. It’s a powerhouse resource for anyone looking to launch, scale, or optimize Snapchat ads in 2025.

🧠 What’s Inside:

• The latest data proving Snapchat’s underrated potential

• Three key steps for launching Snap with impact

• Scaling strategies for full-funnel growth

• Winning creative formats and real ad examples

• Benchmarks and case studies from eCommerce leaders

Whether you're looking to diversify your media mix or double down on a high-ROAS channel, this is the go-to guide.

👉 Download the Snapchat Playbook Now

Independently Created. Not affiliated with Shoptalk.

ClickZ is a Contentive publication in the Events division