What is Fospha Halo?
Fospha Halo measures how your DTC ads drive sales on Amazon and TikTok Shop - bringing marketplace revenue into the same measurement framework as the rest of your channel mix.
Fospha Halo answers a question that traditional measurement can't: how much of your Amazon and TikTok Shop revenue is being driven by your DTC advertising?
Every pound you spend on Meta, TikTok, and Google creates demand. Some of that demand converts on your website. A growing share converts on Amazon or TikTok Shop. Platform-native reporting only credits its own ads - so that marketplace revenue appears organic, or disappears entirely. Halo makes it visible.
What Halo covers
Halo currently supports two sales destinations:
Amazon - Halo connects to your Amazon Seller Central and Amazon Ads data to measure how your DTC media drives organic Amazon sales, alongside a calibrated view of Amazon Sponsored Ads performance.
TikTok Shop - Halo uses TikTok's invite-only MMM API to model how GMV Max campaigns drive TikTok Shop sales, using both impressions and clicks as signals to capture full-funnel impact.
Both destinations are available across all Fospha dashboards and controlled through the Sales Platform filter.
The Sales Platform filter
The Sales Platform filter appears at the front of the filter bar on every dashboard. It controls which sales destinations are included in your metrics and visualisations. By default, all connected platforms are selected.
If you do not see a Sales Platform filter, your account is configured as a single-platform (Website/App only) account.
What changes when you include marketplace data
ROAS (all platforms) = (DTC Revenue + Amazon Revenue + TikTok Shop Revenue)
÷ DTC marketing channel spend
Channels that appear to under-perform on DTC metrics alone often look significantly stronger once marketplace revenue is included. The difference between the two views is the halo effect - demand your ads created that converted outside your website.
Proof of value
Necessaire used Halo insights to justify sustained top-of-funnel investment ahead of Prime Day, achieving 47% higher Prime Day revenue on Amazon than industry benchmarks.
Give Me Cosmetics scaled TikTok Shop spend by 73% using Fospha's Halo data, driving +29% blended daily revenue and +56% YoY ROAS growth (March–April 2025 vs. 2024).
In this section
| Article | What it covers |
|---|---|
| Halo Measurement: Amazon and TikTok Shop | How each marketplace is measured and what data Fospha ingests |
| Amazon Halo Model Explainer | The methodology behind Amazon Halo measurement in detail |
| GMV Max Model Explainer | The methodology behind TikTok Shop / GMV Max measurement in detail |
| Using Amazon Halo in Fospha | Where to find Amazon Halo data and how to act on it |
| Using GMV Max Halo in Fospha | Where to find GMV Max Halo data and how to act on it |