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Halo: Measure the incremental impact of DTC on Amazon sales.

Halo solves the #1 measurement challenge for brands: revealing how ads to DTC have an incremental impact on Amazon sales. 

Unified ROAS power brands to measure the halo effect of ads on all your revenue across DTC, Amazon and more.

By bridging the gap between DTC and marketplace measurement, Halo gives brands the confidence to spend smarter, grow faster, and align teams around a single, unified view of performance.

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How does Halo benefit marketers?

Fospha Halo UI

 

  • Fospha-icon Measure the Halo Effect of DTC Ads on Amazon Sales: Prove how channels like Meta, TikTok, and Google campaigns drive your Amazon sales. Turn guesswork into confidence with clear, measurable insights.
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  • Fospha-icon Compare Amazon Ads with DTC Ads, Apples-to-Apples: Understand your Amazon Ads ROI, compare it with DTC campaigns apples-to-apples, and confidently allocate budgets with a clear view of your full-funnel performance.
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  • Fospha-icon Uncover Unified ROAS: Understand your unified ROAS and avoid cross-channel cannibalization. Halo helps you justify investment in upper-funnel campaigns to improve overall efficiency on Amazon and beyond.
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Solving the Amazon Puzzle for Nécessaire

The Problem

Amazon is a key sales channel for Nécessaire, driving more sales than their DTC website.

They knew TikTok and Meta drove Amazon conversions but lacked data to prove it. Eager to find a solution to this blind spot, Nécessaire partnered with Fospha.

Case Study Graphs (99)

The Solution

With Halo, Nécessaire could finally see the impact of Paid Social across DTC website and Amazon sales.

Halo revealed that TikTok’s true ROAS was twice as high as its ROAS when only DTC revenue is considered.

 
Halo FAQs

What is Halo?

 

Halo is Fospha's solution that reveals how your DTC ads (like Meta, TikTok, and Google) impact Amazon sales. For the first time, marketers can measure unified ROAS across both DTC and Amazon sales channels, unlocking the true value of their marketing investments.

As an Amazon seller, you know traditional measurement tools can't see across walled gardens, leaving you in the dark about how your Meta, TikTok, and Google campaigns drive Amazon revenue. Amazon’s platform only attributes sales to Amazon Ads (Sponsored Products, Sponsored Brands, Sponsored Display) and does not account for the impact of your DTC Ads (Tiktok, Meta, Youtube, etc). This means brands investing in both DTC ads and Amazon PPC are left with an incomplete view of performance, leading to misallocated budgets and undervalued marketing efforts. Until now.

How does Halo work?

 

Data ingestion: we connect to a brand's Amazon Seller Central and Amazon Ads APIs. Amazon Seller Central provides us with aggregated daily conversions and revenue data from Amazon, and Amazon Ads provides us with how many of those total conversions are attributed towards an Amazon Sponsored Ad.

ML Attribution: to correctly credit the Amazon Sponsored Ads (Sponsored Shopping, Sponsored Brand, Sponsored Products ), we run 2 machine learning models to evaluate the relationship between clicks on amazon sponsored ads and conversions: XG Boost and Elasticnet. We take the outputs from these models and average it with Amazon's own attribution (7-14-day click attribution), giving us a view of all the click-driven Amazon conversions. At this point, we typically see a large chunk of "Organic" conversions (ie. not attributed to an Amazon ad), which is crucial for our next phase.

Daily MMM: we take the unclaimed chunk of Organic conversions and run them through our Daily MMM. Based on the strength of the relationship between an "impression segment" (combination of Channel, Source, Objective, and Strategy from non-Amazon data) and the organic conversions, we re-attribute credit from Amazon Organic to non-Amazon media.

Convert to Outputs: Finally, we clean and calculate the data so that customers can get performance metrics for brands all the way down to Ads level. You can see a unified ROAS across dashboards for Meta, TikTok, etc., once we include Amazon effect.

How is Halo's attribution different from Amazon's own attribution?

 

Halo breaks through Amazon's walled garden by connecting external media to Amazon sales—something Amazon's native attribution doesn't do. While Amazon only attributes sales to its own ads (Sponsored Products, Brands, Display), Halo reveals how your Meta, TikTok, and Google campaigns influence Amazon purchases using our proprietary ML Attribution + Daily MMM methodology. This gives you the complete picture of what's actually driving your Amazon revenue.

Does Halo provide insights specifically into Amazon Ads performance?

 

Absolutely! Halo gives you a comprehensive view of your Amazon advertising ecosystem, including detailed ROAS metrics for Amazon Ads compared to external platforms, saturation analysis to identify diminishing returns, and a clear breakdown between Amazon Ads-driven vs. Organic Amazon sales. This helps you determine when to scale Amazon PPC and when external channels might deliver better incremental results.

Can Halo separate organic Amazon sales from Amazon Ads conversions?

 

Yes, this is a core capability. Halo clearly distinguishes between sales driven by Amazon Ads (Sponsored Products, Brands, Display) and organic Amazon sales. This separation is crucial because it allows us to identify which portion of your organic Amazon sales are actually influenced by external channels like Meta and TikTok.

Is data accessible in real-time?

 

Halo's pipeline refreshes your data daily, with metrics available from the previous day's performance. 

Can Halo separate organic Amazon sales from Amazon Ads conversions?

Yes, this is a core capability. Halo clearly distinguishes between sales driven by Amazon Ads (Sponsored Products, Brands, Display) and organic Amazon sales. This separation is crucial because it allows us to identify which portion of your organic Amazon sales are actually influenced by external channels like Meta and TikTok.

 

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