Fospha’s Halo Report: DTC Ads’ Hidden Impact on Amazon Sales Revealed “`

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b32f5c950c5de0decb75005d2d37ac49 3 Fospha Unveils The Halo Report: Groundbreaking Research Reveals the Real Impact of DTC Ads on Amazon Sales

LONDON, Feb. 20, 2025 — Fospha, a comprehensive marketing measurement platform, has released new research quantifying the “halo effect”—the previously unmeasured influence of direct-to-consumer (DTC) advertising on third-party marketplaces like Amazon, across platforms such as TikTok, Meta, and YouTube. Existing measurement tools fail to capture this crucial cross-platform effect. The Halo Report demonstrates the significance of Unified ROAS, the key metric for maximizing marketing return in 2025 and outperforming market trends.

Fospha logo (PRNewsfoto/Fospha)

Key report findings include:

  • Non-Amazon media drives 42% of a brand’s Amazon sales.
  • Unified ROAS (measuring revenue from an ad channel across multiple sales channels) averages 45% higher than DTC-only ROAS for upper-funnel campaigns, revealing brands significantly underestimate their ad spend’s true return.
  • TikTok shows the strongest halo effect, with Unified ROAS 80% higher than single-channel DTC ROAS when including Amazon revenue.

Fospha’s Halo is already delivering substantial value for eCommerce brands. Nécessaire, a premium skincare brand participating in the Halo beta program, sought to understand how its DTC advertising affected Amazon conversions.

Using Halo, Nécessaire found its TikTok and Meta ads yielded significantly higher Unified ROAS than DTC-only ROAS—double for TikTok and 87% higher for Meta. This data enabled Nécessaire to optimize its marketing strategy before Amazon Prime Day, exceeding industry revenue benchmarks by 47%—highlighting the value of measuring and utilizing the halo effect.

“Marketers have long lacked insight into their DTC ad spend’s true impact on Amazon sales,” said Sam Carter, Fospha’s CEO. “The Halo Report addresses this critical oversight, especially with Amazon now accounting for a third of all US eCommerce sales.”

To download a free copy of The Halo Report, visit

About Fospha

Fospha is a full-funnel marketing measurement platform enabling leading retail brands to make smarter spending decisions and achieve faster growth. For over a decade, Fospha has pioneered privacy-safe measurement, restoring visibility lost due to data privacy changes and offering brands detailed attribution and predictive MMM capabilities within a single algorithm.

For more information, visit  

Contact: Snezhina Kashukeeva,

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SOURCE Fospha

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