5 Fospha Alternatives and Competitors in 2025

If you’re currently considering Fospha for marketing measurement, but are looking to evaluate other alternatives as well, you have come to the right place. While Fospha can provide an upgrade from last-click attribution for small eCommerce and DTC brands, there are alternative tools and providers that can offer better optimization features and more comprehensive modeling.

Let's first start with an overview of Fospha's differences to modern MMM competitors, and then discuss 5 alternatives. For a full list of MMM tools, check out our blog 25 Marketing Mix Modeling Tools.

Where Does Fospha Fall Short Compared to Modern MMM Competitors?

We analyzed Fospha's platform in our detailed article: Fospha vs. Sellforte: Comparison of Marketing Mix Modeling (MMM) Providers. Fospha's weaknesses compared to modern Marketing Mix Modeling competitors, such as Sellforte, can be summarized in five points.

1. Optimization: Fospha Doesn't Provide Marginal Incremental ROAS for Each Campaign and Ad Set 

Fospha measures Incremental ROAS (iROAS), but lacks Marginal Incremental ROAS (miROAS), which is a critical optimization KPI for performance marketing teams.

What's the difference between iROAS and miROAS? 

iROAS is a measure for average historical effectiveness, which is good for tracking your performance over time. But iROAS does not tell you which campaigns or ad sets deserve more spend or a spend-cut. Your campaign might have a iROAS, but if you have already reached the saturation point, increasing spend can be a costly mistake.

Here's where miROAS comes in: It's tells you the expected return for the next invested dollar. High miROAS means that each additional dollar will drive high amount of additional revenue, whereas low miROAS says your campaign / ad set is saturated. Comparing miROAS across campaigns tells you where the next invested dollar yields highest return.

If you are optimizing based on iROAS, it's like flipping a coin: You could be right but you could also be making a costly mistake.

👉 Take-away: Use a platform that is able to provide you miROAS. 

2. Optimization: Fospha Lacks Bidding Parameter Recommendations for each Campaign and Ad Set

Fospha provides Incremental ROAS for campaigns, but does not provide bidding parameter recommendations.

Why is this a critical shortcoming? Because performance marketing teams conduct digital media buying in a bidding system, where the spend optimization happens by adjusting bidding parameters for each campaign and ad set. As an example, if you have a Target ROAS -campaign, you need to adjust Target ROAS -setting for the campaign. 

The analytical chain from Incremental ROAS to optimal bidding values is impossible for the marketer to do in a robust analytical process:

1. First, the marketer would have to assess miROAS of each campaign and ad set. But this cannot be deducted from Incremental ROAS.
2. Then, the marketer would have to conduct a dynamic optimization where each campaign and ad set are given a spend change recommendation ("+23%"), under certain constraints (same total budget or increase budget?). But this cannot be done without having response curves for each campaign and ad set
3. Then the marketer would have translate the spend change recommendations to bidding value changes. E.g. How should the current Target ROAS of 4.3 be changed to achieve a +23% spend increase?

Imagine yourself into the shoes of Paid Social Manager, who is optimizing 200 campaigns in Meta, and has to attempt this type of deduction every week.

👉 Take-away: Use a platform that is provide you bidding recommendations. Example tool to consider: Sellforte Performance. 

3. Optimization: Fospha Lacks a Scenario Planning Tool

Modern MMMs have scenario planning tools, which enable the marketer to

1. Optimize media budget allocation over time,
2. Optimize media budget allocation by channel,
3. Conduct scenario planning against different optimization.
   

While Fospha has Incremental ROAS measurement, Fospha has not yet built a scenario planning that would enable the use-cases above. This is natural, as Fopsha's background is MTA, and has started builing MMM only in recent years.

👉 Take-away: Use a platform that provides a scenario planning tool . Example tool to consider: Sellforte Optimizer. 

4. Modeling: Fospha's Modeling Lacks Promotions

In Retail, eCommerce and DTC, measuring promotions simultaneously with media is critical for high quality measurement. The reason is that the magnitude of promotion-driven sales is often in the same league as media-driven sales. If promotions are excluded, there's a major risk of attributing promotion-driven sales to media, and thus distorting media measurement.

To illustrate this, let's take the sales decomposition chart  below, where sales is split into base sales, media-driven sales, and promotion-driven sales. If you don't properly measure promotions, the light gray area in the chart has a high likelihood of being allocated to the light blue area, because promotions are often correlated with media activities. This severely distorts your measurement.

👉 Take-away: Use a platform that incorporate promotions into the modeling. 

5. Modeling: Fospha Lacks Enterprise-grade Features

Fospha has started the transition from being a Multi-Touch Attribution (MTA) vendor towards Marketing Mix Modeling only in recent years, so it is understandable that their modeling is not catering to enterprise use-cases. This can also be conscious decision to exclude them from their ICP, as larger enterprises can have longer sales cycles.

As an example, a typical requirement in an omnichannel retailer is to understand how each channel drives ALL sales (physical retail, eCommerce, marketplaces..), and in ALL Product Groups. How did the back-to-school campaign drive store sales for school supplies?

Fospha's modeling does not go to product group -level, and from sales channels they only cover eCommerce sales and Marketplace sales.

👉 Take-away: If you are an omnichannel Retailer, make sure you use a vendor who is able to cover your use-cases.

6. Pricing: Fospha is Expensive for Mid-sized and Large advertisers

When we comparing pricing for Sellforte and Fospha, we found out that Fospha is more than 2x the price of Sellforte for a brand investing $6M+ in media annually. Fospha's monthly subscription price for a company with a $6.6M annual media spend is $8,250, whereas for Sellforte it is $3,990. This makes Fospha expensive for mid-sized and large advertisers, compared to typical market prices.

5 Fospha Alternatives and Competitors in 2025

Best for Retail, eCommerce and DTC Brands: Sellforte

Sellforte is a Marketing Mix Modeling platform for Retailers, eCommerce businesses and DTC brands. Compared to legacy MMMs, Sellforte's Next Gen MMM provides 

• Greater granularity (campaign and ad set level insights),
• Increased reliability (calibration of results with experiments and attribution data),
• Faster time-to-value (reducing onboarding time from two months to two weeks).

Sellforte takes pride in providing the most robust full-funnel measurement in the market, while at the same time having the most advanced features for optimizing media spend. 

Sellforte is the only MMM platform in the world that offers optimal bidding parameter recommendations for each Campaign and Ad set. Sellforte also supports optimizing budget pacing (Finding Optimal spend level for each week) and budget & scenario planning (Finding optimal spend allocation for each channel). 

Sellforte is the global leader for marketing measurement in Retail, eCommerc and DTC, and has the strongest list of public refences in the segment globally, including Lidl, C&A, and Douglas. 

Best for Building Your Own MMM: Meridian 

Meridian is an option for large enterprises with experienced data science and software development teams looking to build a highly customized MMM almost from scratch. Like Sellforte, Meridian leverages Bayesian MMM approach. It incorporates several advancements studied by Google Research teams over the years, providing a powerful toolkit for skilled analysts and data scientists.

However, compared to a comprehensive MMM platform, such as Sellforte, Meridian lacks an advanced user-friendly interface for marketers to conduct analyses and optimize media budgets. Additionally, it does not include built-in data connectors for ad platforms, automated data processing pipelines, or automated model calibration workflows.

Best for Gaming: Incrmntal

Israeli-based Incrmntal is a 2020-founded MMM alternative, with several gaming companies mentioned as their reference customers, such as Rovio, Sega, Supercell, Gameloft. 

Incrmntal headline: "Welcome to the Future of Measurement"

Best for B2B companies: Paramark

Paramark is 2023-founded MMM alternative, who has built experience in MMM-based measurement B2B companies. In B2B commerce buying cycles are longer and buying volume is smaller, meaning that Marketing Mix Modeling requires a different configuration than in traditional B2C segments.

Paramark headline: "Invest in marketing with confidence & predictability"

Best for Consulting projects: Circana, and Analytic Partners

Even though the majority of the market is currently implementing specialized SaaS solutions for marketing measurement, there are still companies who prefer to conduct marketing measurement in consulting projects. These companies can evaluate whether for example Circana and Analytics Partners could be a fit for their unique needs.

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If you’d like to see Sellforte in action or learn how it can fit into your daily workflow, book a demo with us today.