The Fospha Q1 2024 eCommerce Report highlights key trends: paid social investment is only at 59% of its profitable potential, with platforms like TikTok leading in customer acquisition and Snapchat emerging as a growth channel. Despite Meta's high relative Return on Ad Spend (ROAS), Google Analytics and other ad platforms often under-report the impact of paid channels. The report underscores the importance of advanced measurement beyond basic analytics to capture the full potential of paid social and to inform strategic investment in various advertising channels for maximizing growth.

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