Andie Swim, a US luxury swimwear brand, has been setting the standard for quality and timeless style since 2017. However, as Andie Swim continued to scale, they struggled with the limitations of Google Analytics’ last-click attribution model.
In May 2024, Andie Swim joined Fospha to gain complete full-funnel visibility of their marketing efforts and immediately began to make optimizations to their channel mix. Less than 2 months later, the results are already impressive.
Andie Swim’s journey with Fospha so far highlights the huge potential of impressions-based channels like TikTok for scaling brands.
While installing marketing measurement technology has a reputation of being slow and painful, Fospha has a track record of delivering rapid time to value.
Andie Swim went live in just 21 days, with 12 months of historic data modeled in the platform from day one of go-live. This allowed the marketing team to start making impactful decisions about their spending from the get-go.
Fospha Reveals the Hidden Impact of Andie Swim’s Paid Social
Fospha's data revealed that Last Click had been substantially underreporting the value of Siroko’s Paid Social channels while over-attributing to channels like Paid Search.
Fospha’s modeling, which takes into account aggregated impressions, clicks, and third-party data, showed thatPaid Social had actually driven 3.4 times more conversions in 2023 than Last Click reported.
The numbers were even more striking for TikTok, with Fospha attributing 9.5X more conversions to TikTok than Last Click attribution identified.
"We've known TikTok is working but it's so hard to prove. This is the data I've needed to back up what I've always known."
Morgan Decker
Director of Marketing
Scaling TikTok for Rapid Growth
After resuming TikTok ads in mid-May, Andie Swim rapidly scaled channel spend from just 5% of Paid Social spending to 13% two months later. In the same period, weekly channel revenue increased by more than 5X, delivering the highest ROAS across Paid Social channels in June.
Unlike Last Click or ad platform data, Fospha’s modelling has the unique ability to segment conversions into new and returning customers, so brands can easily identify the best channels for growth versus retention.
In the two months after relaunching TikTok ads, Fospha’s data showed that, onaverage,65% of conversions from TikTok were new customers, demonstrating the channel’s effectiveness in expanding Andie Swim’s customer base and driving brand growth.
Not only did Andie Swim’s TikTok ads reach a high proportion of new customers, they also did so with impressive efficiency. Although there was a small initial spike, by June the CPA was 25% lower than the cross-channel averageand the lowest of any Paid Social channel.
Before Fospha, Andie Swim’s marketing team sensed there was value in TikTok but couldn’t substantiate this with last-click attribution data. Even at this early stage, Andie Swim has already seen incredible growth from reintroducing TikTok advertising with the support of Fospha’s full-funnel attribution. In just two months, these campaigns have driven revenue and customer acquisition with remarkable efficiency.
We can’t wait to see what Andie Swim achieves next!
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