Fospha vs. Sellforte: Comparison of Marketing Mix Modeling (MMM) Providers

Fospha and Sellforte both allow marketing teams to measure marketing performance with Marketing Mix Modeling. Given that they both serve similar purpose, choosing the right one for your business can be challenging. In this article, we’ll compare Fospha and Sellforte, so that you have the right facts for your decision.

Before a deeper comparison, let’s first look at a basic overview.

Sellforte overview

Sellforte is a Next Gen Marketing Mix Modeling platform for Retailers, eCommerce businesses and DTC brands. 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 uses Bayesian MMM.

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). The screenshot below shows the Sellforte Home.

Fospha overview

"Finally, Full-Funnel Measurement. Built for Teams to Grow" is Fospha's headline on their website. This highlights Fospha's positioning as a full-funnel media measurement platform that is able to provide ROI both bottom-of-funnel and upper-funnel media. Similar to most MMM providers, Fospha leverages Bayesian MMM for measurement.

Fospha focuses on eCommerce and Direct-to-Consumer brands. Solution section on Fospha website lacks detailed product images, but below is one illustration they are sharing publicly.

Fospha vs. Sellforte: Modeling

Since the early days, Sellforte has developed it's models with the most demanding customers in Retail and eCommerce. This had made Sellforte's modeling unique in several ways.

1. Are All Sales Channels are Included in Measurement?

✅ Sellforte measures how media drives revenue in ALL sales channels, including

1. Physical stores,
2. eCommerce store,
3. Marketplaces (e.g., Amazon),
4. Any other channel relevant to the business, for example tele-sales, pop-up shops in shopping centers, app.

As an example, Sellforte serves telcos, such as Telenor, who have the most complex sales channel setup: physical store network, eCommerce store (web and app), tele-sales, small pop-up kiosks in shopping centers and so on. Measuring all sales channels is critical for measuring the full impact of marketing.

✅/❌Fospha's measurement covers two sales channels: eCommerce sales (web and app separately) and Amazon sales. For eCommerce and DTC brands, this might cover all the sales channels, but for omnichannel Retailers this is insufficient sales channel coverage.

2. Does the Model Consider New and Returning Customers Separately?

✅ Sellforte measures media impact to new and returning customers separately, to ensure that companies can optimize their media activities for both.

✅ Fospha also models new and returning customers separately.

3. Does Measurement Include Promotions?

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

❌ Fospha's modeling does not include promotions.

4. Does the Model Understand that Media Affects Product Groups Differently?

✅ Sellforte can measure how media impacts product groups differently. As an example, if you are advertising women's clothes and targeting female audience, you should expect the largest revenue impact on women's clothes.  At the same time, there is typically halo impact on other product groups as well. Sellforte's modeling can take this into account.

❌ Fospha's models do not handle product groups differently.

5. Is Real Sales Data Used in Modeling?

✅ Sellforte uses real sales data in modeling media's impact to sales. Using real sales data is a pre-requisite for being able to measure how media drives revenue in all sales channels and affects product groups differently. Real sales provides all the required data splits, such as sales by product group and sales channel, and it has the daily variance that the Bayesian MMM uses to estimate media's impact on sales.

An alternative for real sales data, is to use Purchase Revenue from Google Analytics 4. It's a bad option because it's missing 20-50% revenue, depending on the market. This means that GA4 Purchase Revenue data does not enable accurate media measurement due to lack of large part of revenue. At the same time, GA4 data is attractive for vendors to use because it can be accessed in a matter of minutes with a data connector, whereas using real sales data might require connecting to a data warehouse.

❓While Fospha mentions on their website that they connect directly with an eCommerce platform where real sales data might reside for eComs, feedback from customers switching from Fospha to Sellforte has been that Fospha modeling uses Google Analytics 4 Purchase data for modeling. Companies considering Fospha should carefully validate this.

Fospha vs. Sellforte: Incrementality Tests

Incrementality tests are an important part of modern measurement platforms. Incrementality tests are one-off experiments, that can be used to validate and calibrate Marketing Mix Models. Most common incrementality tests include Geo Lift Studies (geography-based tests), and Conversion Lift Studies (Ad Platform -specific tests).

1. Is Geo Lift Study Analysis Part of the Platform?

✅ Sellforte provides robust analysis of Geo Lift Studies with its product module Sellforte Geo. The user provides the platform specifications of the test, such as timeframe, test regions, and control regions. After the anlayti pipelines have analyzed the test, the user can analyze the test results. Test results include ROI for the tested channel, confidence statistics, and various graphs for deep-diving into the test results.

❌ Fospha does not provide Geo Lift Study analysis.

2. Is it possible to Calibrate Marketing Mix Modeling results with Incrementality tests?

✅ Sellforte models are always calibrated with the best possible information, including incrementality tests & attribution data. As users conduct Geo Lift Studies or Conversions Lift Tests over time, Sellforte can incorporate the results in modeling, and thus improving modeling results.

❓Fospha's website does not mention the ability to calibrate models based on incrementality test results.

Fospha vs. Sellforte: Optimization

Having accurate media measurement is the foundation for high-performance marketing teams. But media measurement can only drive better business results if marketers take action based on measurement results. Based on our research on how MMM's contribute to accelerating growth, there's three optimization levers that can marketers can use:

1. Tactical optimization: Optimize Bidding parameters of Campaigns / Ad sets
2. Budget pacing: Optimize weekly allocation of the budget throughout the year
3. Budget planning: Optimize budget allocation across advertising channels

The picture below summarizes the sales increase potential of each lever from the study:

Next, we will walk through the recommendation features that enable marketers take action across these three levers. 

1. Tactical: Does the Platform Give Bidding Parameter Recommendations for Campaigns & Ad sets?

✅ Sellforte Performance provides marketers bidding parameter recommendations for each Campaign (and Ad set for Meta). As an example, if a company is underspending on a Campaign with Target ROAS objective, Sellforte Performance will be recommend a new Target ROAS bidding parameter, that increases spend on the Campaign. The marketer can then take the values, and give them to the platform.

❌ Fospha does not provide bidding parameter recommendations for Campaigns / Ad sets.

2. Budget pacing: Does the Platform Provide Optimal Spend Allocation for The Upcoming Weeks?

✅ Sellforte Optimizer provides marketers an optimal spend distribution across weeks. This helps marketers avoid overinvestments when demand is naturally low and underinvestment when there’s high level natural demand. 

❌ Fospha does not provide optimal weekly allocation.

3. Budget planning: Does the Platform Provide Optimal Channel Allocation Across Channels?

✅ Sellforte Home provides marketers a one-click view on how spend should be re-allocated across ad platform and across channels, to accelerate growth. Marketers can also see how much the re-allocations decisions would increase sales in the next 4 weeks.

In addition, Sellforte Optimizer provides marketers an ability to test different scenarios and optimization objectives. As an example, the marketing team might want to find a spend allocation that reaches a certain sales objective, or they might want to 

❌ / ✅ Fospha webpage does not indicate that they provide the user optimal spend allocation across channels, or have a scenario planning tool. However, while the optimization tools don't exist, users can use Fospha's ROI measurement to draw conclusions on how to optimize media.

Fospha vs. Sellforte: Onboarding

How Long is the Onboarding for eCom / DTC brands?

✅ Sellforte's onboarding with an eCommerce / DTC brand typically takes 2-3 weeks from connecting data. Onboarding starts by connecting data to Sellforte. 

✅ Fospha's onboarding for eCom / DTC brands is similar (3-4 weeks)

Is there a Public Support Center Supporting the Onboarding?

✅ Sellforte provides a public free-to-use Support Center for companies onboarding to Sellforte, or considering Sellforte. The Support centers includes general guides on Marketing Mix Modeling, but also specific guides for using the Sellforte platform. Below is a picture from Sellforte Support Center.

❌ Fospha does not have a Support Center (at least public one).

Fospha vs. Sellforte: Pricing

What Is the Pricing Model?

Sellforte has a subscription model, where the price is based on the amount of media spend. Sellforte has three plans, depending on the company type:

• "eCommerce": This plan is designed for eCommerce teams who only sell through their website
• "DTC": This plan is designed for D-rect-To-Consumer brands, who have an eCommerce store, but also sells via marketplaces, such as Amazon
• "Retail": This plan is designed for omnichannel retailers, who have large part of their sales in physical stores. 

Sellforte has public pricing calculator, where anyone can see the price for their business, by choosing how much they are spending on media.

Fospha also has public pricing calculator and the pricing is based on the amount of media spend. Fospha does not offer different pricing plans.

What is the Price of Each Platform?

For a company spending $6M+ annually on media, Fospha's price level is twice the price of Sellforte. As an example, for an eCommerce business with $550,000 of monthly media spend, the price of the solution is: 

• Sellforte: $3,990 per month
  
• Foshpa: $8,250 per month

For small companies, spending ca. $1M annually on media, the price is similar. In the screenshot below, you can see Sellforte's pricing calculator:

Is It Possible to Test the Provider for Free? 

✅ Sellforte provides Marketing X-Ray for free. Marketing X-Ray is a full-scale MMM diagnostic of marketing performance, including benchmarks to industry peers. 

❌ Fospha does not offer a free plan.

Fospha vs. Sellforte: Public Reference Customers

Does the Provider Have Retail References?

✅ Sellforte is the global leader for marketing measurement in Retail, and has the strongest list of public refences in the segment globally. With "Retail", we refer to companies who have large part of their sales in physical stores, but typically also have eCommerce and other sales channels in use.

Retailer have the most complex needs for marketing measurement, as they want to understand how media drives sales for a certain product group in a certain sales channel. In Retail, it's also critical to measure promotions to ensure media does not get credit from promotional activity.

Examples of Sellforte's public references in Retail include:

• Lidl (Grocery Retail)
• C&A (Fashion Retail)
• Decathlon (Fashion Retail)
• KIK (Fashion Retail)
• Peek & Cloppenburg (Fashion Retail)
• Douglas (Cosmetics & Beauty retail)
• Tchibo (Coffee Retail)
• Max Burgers (Food Retail)
• Telenor (Mobile device and service retail)
• Verkkokauppa.com (Electronic retail)

❌ Fospha's public reference list does not include major retailers. This is likely because their measurement does not include physical store sales, measurement of promotions, or product group -level measurement.

Does The Provide Have eCommerce and Direct-To-Consumer Brand References?

Both Sellforte and Fospha have strong references in eCommerce and DTC. Examples of public references in eCom/DTC include:

✅ Sellforte: Represent clothing, Odlo, Brahmin, FCP Euro, Cris Barros

✅ Fospha: River Island, Underoutfit, Groove Life, Oh Polly, LUISAVIAROMA

Fospha vs. Sellforte: 2025 Customer Reviews

Has the Provider Measured Net Promoter Score (NPS) in 2025?

Net Promoter Score (NPS) is an industry standard metric for measuring customers' happiness towards a product.

✅ Sellforte achieved NPS of 76 in 2025, as shared in the Customer Happiness Survey of 2025.  This is considered exceptional for a B2B SaaS.

Sellforte shares Customer Happiness Survey results publicly and the earlier results are available in their respective blogs: 2022 NPS, 2023 NPS, 2024 NPS. The chart below summarizes the development since 2022, when the first NPS study was conducted:

❌ Fospha does not release data on NPS, suggesting NPS measurement is not conducted regularly.

Does the Provider have G2 reviews from 2025?

G2 is a review site for B2B software, where users can anonymously submit reviews for a product or service. Typical scores for marketing measurement solutions in G2 are 4.5 and above, for example Google Analytics 4 standing at 4.6.

❌ Sellforte did not have G2 reviews in 2025.

❌ Fospha did not have G2 reviews in 2025.

However, Fospha had G2 score submissions before 2025, and they are summarized in the chart below. Fospha's G2 score has been declining since 2021, with the 2024 average score at 4.3. 

Fospha vs. Sellforte: Final verdict

The table below summarizes the topics discussed in this article.

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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.