Fospha Metrics Glossary

This article defines every metric available in the Fospha platform. Use it to understand what each metric measures, how it is calculated, and when to use it.

For a quick explanation of how Fospha metrics differ from platform-reported figures, see the note at the bottom of this article.

Engagement metrics

Impressions The total number of times your ads were shown to users across all connected platforms, regardless of whether they clicked.

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Clicks The total number of times users clicked on your ads across all connected platforms.

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CTR% (Click-Through Rate) The percentage of people who clicked your ad after seeing it. A higher CTR indicates more compelling ad creative or messaging.

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Visits The total number of sessions recorded on your website during the selected time period.

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CPM (Cost Per Thousand Impressions) The cost of showing your ads to 1,000 people. Use this to evaluate how efficiently your spend is buying reach.

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Conversion metrics

Fospha Conversions The total number of purchases measured by Fospha, reconciled to your eCommerce platform. Fospha Conversions reflect 100% of your actual orders — including sales not captured by ad platform pixels or GA4 tracking.

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Fospha New Conversions The total number of purchases made by first-time customers, as identified using your eCommerce Customer Order Index. A conversion is classified as new when the Customer Order Index equals 1.

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% Fospha New Conversions The share of all Fospha-measured conversions that came from new customers.

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Subscription Conversions The total number of subscription purchases measured by Fospha.

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AP Conversions (Ad Platform Conversions) The total number of conversions as reported directly by your ad platforms (e.g. Meta Ads Manager, Google Ads). Shown for comparison purposes. AP Conversions are based on each platform's own tracking and frequently overlap across channels.

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LC Conversions (Last Click Conversions) The total number of transactions recorded by GA4. Shown for comparison purposes. LC Conversions only capture sales where a GA4 session was recorded before purchase — they miss app sales, Amazon, TikTok Shop, and any conversion where tracking was not completed.

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Revenue metrics

Fospha Revenue The total revenue measured by Fospha, reconciled to your eCommerce source of truth and converted to your selected currency. This is the primary revenue figure to use for decision-making in Fospha.

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Fospha New Revenue The total revenue generated from first-time customers, as measured by Fospha.

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Subscription Revenue The total revenue from subscription purchases, as measured by Fospha.

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AP Revenue (Ad Platform Revenue) The total revenue as reported by your ad platforms. Shown for comparison purposes. Subject to the same overlap and tracking limitations as AP Conversions.

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LC Revenue (Last Click Revenue) The total revenue recorded by GA4. Shown for comparison purposes. Subject to the same tracking limitations as LC Conversions.

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Spend metrics

Spend The total advertising spend across all connected platforms, converted to your selected currency. Minor variance (typically ±2%) may occur due to exchange rate fluctuations or ad platform API update delays.

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Efficiency metrics

Fospha ROAS (Return on Ad Spend) The revenue generated for every £/$ spent on advertising, using Fospha-measured revenue. This is the primary ROAS metric to use for channel comparisons and budget decisions in Fospha.

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Fospha New ROAS Return on ad spend calculated using revenue from new customers only. Use this when your primary goal is customer acquisition.

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Fospha CPP (Cost Per Purchase) The average cost of generating one conversion, using Fospha-measured conversion data. Lower is better.

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Fospha CAC (Customer Acquisition Cost) The average cost of acquiring one new customer. A key metric for understanding how efficiently your spend is growing your customer base.

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Fospha CVR% (Conversion Rate) The percentage of website visits that resulted in a conversion, using Fospha-measured conversion data.

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AP ROAS (Ad Platform ROAS) Return on ad spend using ad platform-reported revenue. Shown for comparison purposes. AP ROAS typically differs from Fospha ROAS because platforms claim credit for conversions that overlap with other channels.

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AP CPP (Ad Platform Cost Per Purchase) Cost per conversion using ad platform-reported conversion data. Shown for comparison purposes.

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LC ROAS (Last Click ROAS) Return on ad spend using GA4-recorded revenue. The closest equivalent to what you would see in a GA4 report. Shown for comparison purposes.

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LC CPP (Last Click Cost Per Purchase) Cost per conversion using GA4-recorded conversion data. Shown for comparison purposes.

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Share of Wallet A channel's spend expressed as a percentage of total spend across all channels currently visible in your table. The denominator updates dynamically as you apply filters — it always reflects only the channels in your current view.

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Understanding the difference between Fospha, AP, and LC metrics

Fospha surfaces three versions of key metrics — Fospha, AP (Ad Platform), and LC (Last Click) — so you can see how your results look under different measurement approaches.

Use Fospha metrics for decision-making. They are reconciled to your actual eCommerce revenue and measure the full-funnel contribution of every channel, including the impact of impressions that never result in a click.

Use AP metrics for sense-checking what your ad platforms are reporting. AP figures are based on each platform's own conversion tracking, which overlaps across channels and over-credits bottom-funnel activity.

Use LC metrics to understand your GA4 baseline. Last-click figures only capture sessions tracked by GA4 and miss a significant share of conversions — particularly from upper-funnel channels, app, Amazon, and TikTok Shop.

The difference between your Fospha ROAS and your LC ROAS shows you the measurement gap — the revenue impact of channels that last-click tracking cannot see.