It’s 1 approach that unifies the best performing brands we worked with in 2024. Not only did it secure them small, quick incremental wins but increased longer-term performance as well.
And the biggest hindrance standing in the way of your brand’s growth? Without a doubt, Last Click attribution.
Time and time again, LC severely undervalues brand-building channels and activities, leaving marketers with blind spots as to where sustainable growth really lies.
That’s why so many brands turn to Fospha to help reveal the untapped potential across their channel mix and put growth and efficiency first.
For a final note, here’s what every brand’s 2025 ‘ins and outs’ list should look like:
IN = Full-funnel measurement
OUT = Last click
Google advertisers risk ad disapprovals if their sites violate spam policies 🔒
This means that manual actions impacting a site’s organic search visibility will also block paid campaigns targeting that destination.
What does this mean for you?
Advertisers and SEO managers should prioritize site quality, as neglecting spam compliance risks losing both organic and PPC traffic, significantly disrupting revenue streams.
Closely monitor Google Search Console for manual actions and address them swiftly.
IN CASE YOU MISSED IT 🚀
(last week’s most popular article)
Will ChatGPT become an advertising channel?❓
OpenAI is exploring advertising as a potential revenue stream while focusing on rapid growth in its current business model.
Whether it’s GPT or a different AI agent, it’s likely we’ll see ads in this space soon. Marketers should focus on creating optimized digital assets that AI systems can easily process and recommend. Meanwhile, simplifying messaging ensures clarity for both algorithms and users.
We're curious to see further developments in 2025 👀
HEADLINES YOU CAN'T MISS 🗞️
❌X increases Premium+ price by 30% for an ad-free experience
X's Premium+ price increase by $6 to $22/month promises an entirely ad-free experience. This reflects a shift in X's revenue share model. Rather than providing creators with a cut of ad revenue for the ads displayed in their post replies, creators will be paid based on engagement from paying users. With fewer ad placements available for top-tier subscribers, brands seeking to reach this audience will need to explore alternative strategies.
🦋 Bluesky surpasses 25 million users as questions around monetization loom
Bluesky's rapid user growth has continued, quickly emerging as a viable challenger to X. While resisting the paid ads model for now, its future funding strategy remains uncertain. With its rapidly growing community, it could be an exciting emerging opportunity for advertisers if an ads funding model is adopted.
🤖 Meta announces vision for AI-generated users across Facebook and Instagram
Meta has outlined its vision to introduce AI-generated characters on its platforms, enabling users to create and share content via AI personas. This initiative aims to drive engagement and attract younger audiences, though concerns about lower-quality content remain.
📊 Google Ads quietly launches Brand Report
Google Ads has introduced Brand Report, offering advertisers a more centralized view of brand campaigns performance with de-duplicated metrics. While the updated UX provides clearer data, the report has notable limitations: Search, Shopping, and Performance Max campaigns are excluded.
Nike shifts ad dollars from performance marketing to brand building 🔎
In 2025, more and more brands are recognizing the importance of investing in brand to fuel future growth - Nike is leading the charge.
Nike will re-focus on sports as its core identity, strengthening partnerships with leagues like the NBA and NFL and enhancing local engagement with athletes and influencers.
3 creative strategies for outpacing your competitors on TikTok🎵
Top tier creative + the right measurement tool makes it difficult NOT to succeed on TikTok. But it’s not an easy task – brands love TikTok, so there's a lot of competition.
It’s tempting to re-use content across platforms. It takes less time, it’s easier to scale. But on TikTok especially – which has its own unique tone and micro-culture – using platform-specific creatives increases your chance of success.
2. Maintain a consistent supply of new creatives to help combat fatigue.
To do this efficiently, you’ll need a library of creative assets your team can utilize. When you do refresh your creatives, add these to an existing (not new) ad group to extend its lifetime.
3. Don’t ignore trends.
The algorithm loves trends, and will push content that plays into them. Pick a trend that resonates with your brand and run with it. Make your ads look as organic as possible.
What pulls this all together is attribution. You might have the perfect ads, but if you can’t properly measure their performance, you’re back at square 0.
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