Prism (Fospha × Smartly): Automating Cross-Channel Optimisation with Full-Funnel Measurement

1. Overview: What the Integration Is & the Value It Delivers

Prism brings together Fospha’s daily, full-funnel measurement with Smartly.io’s Predictive Budget Allocation (PBA) — automating budget shifts across channels, campaigns, and ad sets to drive incremental impact every day.

It’s the only daily MMM integrated directly with Smartly’s PBA — combining scientific measurement accuracy with operational automation.

Why it Matters

Modern marketing teams face three consistent challenges:

• Too many decisions, not enough hours — high-value optimisation opportunities get missed.

• Siloed or biased data — platform-reported metrics exaggerate performance in their own ecosystem.

• Unstable signals — frequent resets in platform learning create inconsistent outcomes.

Prism solves these by turning Fospha’s unbiased, model-based data into Smartly’s optimisation engine — so spend shifts automatically toward the campaigns that actually drive new customers and incremental revenue.

In short:

• More growth, less lift — PBA executes the “fifth task on your list” every day.

• Smarter budgets — spend moves toward campaigns proven to drive true business results.

• Daily confidence — MMM-level accuracy refreshed every day for stable, cross-channel guidance
  
  

2. How It Works: The Closed Feedback Loop

Prism operates as a 4-step continuous loop between Fospha and Smartly:

1. Fospha provides the data

   Fospha shares 14 days of attributed performance data — conversions, new-customer conversions, and revenue — mapped to campaign and ad IDs through automated matching.
   → Source: daily S2S feed directly from Fospha.
   
   

2. Smartly ingests the data

   A secure server-to-server (S2S) API transfers Fospha data into Smartly’s dashboard as a new optimisation signal for PBA.
   
   

3. Smartly reallocates budget

   Smartly’s Predictive Budget Allocation automatically redistributes spend across campaigns and channels based on Fospha’s MMM-led performance data — optimising toward your chosen KPI (ROAS, revenue, conversions, or new-customer ROAS).
   
   

4. Fospha validates the result

   Fospha measures the incremental effect of those budget changes and reports Test vs Control outcomes, creating a closed feedback loop that strengthens over time.
   
   

3. Best Practice: Identifying the Right Test Opportunity + Guardrails

To ensure Prism delivers consistent, measurable value, start with well-defined pilot tests that balance volume, stability, and learning potential.

How to Spot a Strong Test Opportunity

1. Start with conversion-focused campaigns.

   • Immediate results are most visible in conversion-driven activity (e.g. evergreen prospecting or DPA campaigns).

   • Avoid mixing funnel stages (Awareness, Consideration, Conversion) in one pool; PBA works best when all campaigns share a single optimisation objective.
     
     

2. Ensure sufficient volume and headroom.

   • Choose campaigns with enough conversions to generate a stable learning signal (≈5–10× expected daily CPA budget in the pool).

   • Use Fospha’s Incremental Forecasting outputs to identify campaigns with untapped growth potential.
     
     

3. Exclude your very best performers.

   • Don’t risk early downside on top performers; start with campaigns that are stable but not mission-critical.
     
     

4. Structure pools around markets or clusters.

   • For country tests: keep each market isolated (e.g. Germany as a standalone pool) or use clusters of comparable markets (e.g. Nordics, Benelux) to learn allocation across regions with similar dynamics.

   • Avoid mixing markets with radically different baseline CVR/ROAS, as PBA will over-weight cheaper ones.
     
     

5. Explore cross-platform where relevant.

   • Single-market, cross-platform pools (e.g. Germany across Meta, TikTok, Pinterest) are high-value tests for identifying the optimal channel mix.

   • Start with one platform if you want a controlled pilot, then expand to cross-platform once you’ve validated results.
     
     

6. Choose the right KPI.

   • Decide upfront which Fospha KPI to optimise toward: Conversions, Revenue, ROAS, or New-Customer ROAS.

   • One KPI per pool keeps optimisation clear; at most two can be combined (e.g. ROAS + Revenue for value-based outcomes).
     
     

7. Align with org structure and ownership.

   • Pools should reflect budget ownership in the team (e.g. by channel, market, or region).

   • Assign a clear budget owner for each pool to manage alignment with business goals.
     
     

Examples of Strong Test Candidates

• Always-on conversion campaigns that today only get monthly adjustments but could benefit from continuous optimisation.

• Cross-platform spend in a single high-value market (e.g. Germany across Meta/TikTok/Pinterest) to test channel allocation.

• Clusters of mid-performing regions (e.g. Nordics, Benelux) where manual optimisation is minimal and PBA can surface hidden opportunities.

• Underperforming or overlooked regions where teams lack time to actively optimise, but Fospha signals can guide reallocation.
  
  

Guardrails to configure

Avoid these pitfalls:

• Editing budgets manually during the first 7 days (resets learning)

• Mixing prospecting & retargeting in one pool

• No caps or inconsistent objectives

• Changing KPI mid-test — start a new 4-week test instead
  
  

4. Designing the Pilot Test

4.1 Picking the Right Campaign to Test

• Start with conversion-focused, always-on campaigns.

• Ensure campaigns share a common KPI (conversion, revenue, or ROAS).

• For country tests: split ad set = country.

• For channel tests: group campaigns across Meta/TikTok/Pinterest.

• Keep creative comparable; limit to 2–3 creative themes so PBA is not confounded by asset mix.
  
  

4.2 Budget Pools Setup Best Practice

4.3 Timeline

Expect PBA to adjust budgets every ~2 days on Meta/TikTok and every 3–4 days on Pinterest/Snap.

5. Measuring Test Results

• Control design: Run a comparable campaign/market outside the pool on platform default optimisation.

• Compare Test vs Control in Fospha:

  • Use PoP to track CPA, ROAS, new-customer share.

  • Validate if budget shifts matched incremental outcomes.

• Directional validation: Look for divergence in trend (e.g. falling CPA in test vs flat control).
  
  

Success criteria:

• Look out for ≥10% CPA reduction or ≥10% ROAS uplift vs control.
  
  

6. What To Do Next After the Pilot

Once the pilot completes, the goal is to decide whether to scale, refine, or re-run the test based on performance, learnings, and operational impact.

If Results Are Positive:

• Scale gradually.

  Add more campaigns into the existing pool or replicate the setup in adjacent markets with similar structure and KPIs.

• Expand scope.

  Move from single-channel to cross-channel pools once stable results are proven.

• Build funnel-based pools.

  Separate Awareness, Consideration, and Conversion pools to enable more granular control heading into peak seasons.

• Layer in creative and bid optimisation.

  Once PBA is stable, introduce creative tests or audience variations to compound gains.

• Document uplift.

  Capture the quantitative impact (≥10 % ROAS uplift or ≥10 % CPA reduction) and qualitative learnings (e.g. improved channel mix, reduced manual edits).
  
  

If Results Are Neutral or Negative

• Extend the learning window.

  Keep the test running for 6–8 weeks to allow the model to stabilise and gather more signal.

• Re-check setup integrity.

  • Was the KPI consistent across campaigns?

  • Were creatives comparable?

  • Was there enough daily volume for learning?

• Adjust guardrails.

  Increase exploration budget (e.g. 10 → 15 %), widen min/max constraints, or slow the optimisation cadence to reduce volatility.

• Simplify scope.

  Split large pools into smaller, clearer tests (e.g. per channel or market) to isolate issues.

• Re-baseline expectations.

  Performance stabilisation may take longer for smaller budgets or upper-funnel campaigns; focus on directional improvement first.