Full-funnel paid media diversification for a premium DTC phone accessories brand, replacing dated attribution with Fospha's measurement platform to unlock sustainable growth.
The Challenge
MagBak built a strong DTC business over a decade. But their paid media strategy was hitting a ceiling.
The marketing mix leaned heavily on bottom-of-funnel Meta and Google. Guided by click attribution, the team had optimized into a narrow set of branded search and shopping campaigns that were beginning to saturate. CPMs were rising. Customer acquisition costs were climbing. The growth trajectory that got them here was not going to get them to the next stage.
The problem was both structural and tactical. MagBak needed a partner to rebuild the media strategy from the measurement layer up.
The Strategic Insight
The first mission was to resolve underlying data challenges. We implemented CAPI, modernized pixel architecture, and established MMM attribution via Fospha. This gave us access to year-on-year performance data that click-only attribution had been missing, including the true contribution of demand generation activity and the real cost curves across channels.
The data immediately changed the picture. What Last Click reported as the primary revenue drivers were, in several cases, bottom-of-funnel campaigns cannibalizing demand that upper-funnel activity had created. We now had the numbers to prove it.
Heading into BFCM 2024, Fospha's predictive modeling flagged a critical signal: maintaining the same spend levels as BFCM 2023 would produce a potential 60% increase in Meta customer acquisition cost. The conclusion was straightforward. Continuing to pour spend into the same channels at scale would produce diminishing returns. We needed to open new fronts.
The Execution
With accurate measurement in place, we moved quickly to restructure MagBak's two largest channels. We shifted budget away from branded search and shopping campaigns toward demand generation: non-brand search, YouTube and broader prospecting. This was a calculated move that Last Click data would have flagged as a loss. Fospha's data confirmed the opposite.
The result: MagBak was back on track with YoY revenue growth within two months of optimization, by October 2024. We used platform data and broad creative reforms to execute the rebalancing, with Fospha providing the attribution layer that gave us confidence to move spend upstream.
We didn't diversify blindly. Each new channel was selected based on audience alignment, CPM economics and measurement viability through Fospha. Every activation had clear ROAS and CAC guardrails from day one.
TikTok was scaled 5X in 2024, with Smart+ Conversion Campaigns becoming a leading revenue driver while keeping CPMs low. Reddit evolved from test to performance driver, with H2 2025 spend doubling while CPMs fell below paid social benchmarks. Snapchat became one of the highest-performing paid social channels QoQ. Axon (AppLovin) delivered the highest ROAS efficiency of any channel and drove significant revenue. X provided the lowest CPMs for cost-efficient audience reach, driving 67% new conversions.
Fospha's full-funnel attribution replaced click attribution as the single source of truth, revealing the actual contribution of demand generation channels. This measurement framework allowed us to track true incremental revenue across the entire funnel, not just last-touch conversions.
The optimization process was continuous: Fospha's historical modeling informed spend allocation decisions weeks before CPM spikes hit. Strategic spend planning allowed us to more than double daily investment in high-performing channels like Axon while maintaining efficiency. We tracked ROAS and CAC targets at the channel level with weekly performance reviews and monthly strategic rebalancing.
Client Testimonial
[Placeholder testimonial]
The Results
The combined impact of accurate measurement, core channel optimization and aggressive but disciplined diversification:
+40% blended revenue YoY in January following the successful BFCM diversification
+30% blended conversions compared to the prior year
+12% uplift in new customer conversion share
All proving that scaled demand generation attracts new buyers, not just recapturing existing peopl.
One additional proof point: Last Click's attributed revenue to paid media declined 20% YoY. Before diversification, it captured 51% of revenue. After, that dropped to 41%. The growth was real. Last Click just couldn't see it.
This was not a story about any single channel or tactic. The growth came from fixing the measurement first, rebalancing the core before expanding, and diversifying with discipline where every new channel had predefined targets and was measured against full-funnel performance.
Case study Summary
Want results like these? Let's talk about your brand's potential.
Book a call →Key Takeaways
Frequently Asked Questions
If your brand is hitting a ceiling on Meta and Google, the problem is likely structural. Measurement-led diversification can unlock your next phase of growth.
Get Started →
arrow.svg)
%20-%20Edited.png)