Snap Into Full-Funnel: What We Learned from Fospha’s Masterclass

Inside the Fospha x Snapchat Masterclass at Shoptalk 2025

What do you get when you combine top-of-funnel discovery, full-funnel measurement, and one of the most underutilized ad platforms in ecommerce?

A masterclass that flipped the script on what profitable growth really looks like in 2025.

Led by Fospha VP of Growth Jamie Bolton, and Snap’s Fintan Gillespie, the session was a high-impact breakdown of how modern eCommerce brands are winning—not just with smart channel strategy, but with smarter measurement.

And the big theme?
Snapchat is no longer just a Gen Z play—it’s a performance channel hiding in plain sight.

Attribution is broken. The fix is full-funnel.

In a world where Meta and Google dominate last-click models, many marketers are missing the bigger picture: how top-of-funnel channels actually contribute to long-term growth.

Fospha’s privacy-safe MMM (media mix modeling) approach is reshaping how brands see value across the funnel. Rather than relying on in-platform data or last-click outcomes, it brings together spend, performance, and incrementality over time.

The data speaks for itself:

• Brands that increased top-of-funnel spend on Snapchat (5%+ of media mix) saw up to 218% higher ROAS compared to those that stayed mid-to-lower funnel.

• Those spending 12–23% of budget on “discovery” platforms like Snap saw improvements in performance across Meta and Google too.

• During Black Friday/Cyber Monday 2024, Snap CPMs rose 40% less than Meta’s, giving brands a scalable way to reach users even in high-cost windows.

Real Brands, Real Wins

The session wasn’t just theory. Fospha shared examples of brands using full-funnel Snap strategies to unlock serious revenue growth.

• Cove had turned Snap off after disappointing last-click results. After working with Fospha to re-evaluate performance with MMM, they relaunched—and grew revenue by 50% in just two weeks.

• 4th & Reckless had written Snap off. Fospha’s data showed it was their top-performing channel. Now it’s a staple in their growth strategy.

• Oh Polly ran a Fospha-led test, increased Snap spend by +233%, and saw a 278% lift in revenue in the U.S.—all while lowering CAC.

Creative Is the Lever—But Only If It’s Built for the Platform

Fospha and Snap highlighted what separates underperforming Snap creatives from the ones that drive results.

• Sound-on storytelling

• Native creator-style formats

• Pacing designed for the Snap feed

• Clear product demonstration in under 6 seconds

• A strong hook within the first 1.5 seconds

When Snap campaigns follow these principles—and are measured with Fospha’s full-funnel lens—the results speak for themselves.

Want to know what Colin Duethorn, Product Parnterships & Research at Snap Inc., had to say about the Masterclass?

@clickz_official

Can you guess what Colin Duethorn’s biggest takeaway from the Fospha x Snap Masterclass at @Shoptalk? #snapchat #snap #fospha #clickz #sho… See more

Want the Full Strategy?

Grab the Ultimate Snapchat Playbook from Fospha, Snap, and New Engen. It’s a powerhouse resource for anyone looking to launch, scale, or optimize Snapchat ads in 2025.

What’s Inside:

• The latest data proving Snapchat’s underrated potential

• Three key steps for launching Snap with impact

• Scaling strategies for full-funnel growth

• Winning creative formats and real ad examples

• Benchmarks and case studies from eCommerce leaders

Whether you're looking to diversify your media mix or double down on a high-ROAS channel, this is the go-to guide.

Download the Snapchat Playbook Now

Independently Created. Not affiliated with Shoptalk.

ClickZ is a Contentive publication in the Events division