How Indy Agencies Can Unlock Growth With Snapchat: A Conversation with Fospha

We sat down with Harry Forsyth, who heads up Partnerships (North America) for Fospha, to talk about measuring campaign success, testing new channels, and how indy agencies can help their clients reach new customers.

Planning for 2026

Snapchat: As agencies build media plans for 2026, what’s something you’re seeing in Fospha’s data that you think is critical to consider next year?

Fospha: Channel fatigue is real. Advertisers have been spending on the same few channels for years, and these platforms can be crowded and repetitive. When I look at CPMs across those channels, they’re at a peak, and brands need to diversify to avoid that pitfall. Testing new channels, like Snapchat, to find new customers and more stable CPMs is worthwhile in 2026. Our data showed that Snapchat actually had the most stable CPMs across platforms last year going into peak. ¹

Measurement

Snapchat: There’s a lot of conversation around how agencies measure on behalf of their clients. What are some best practices?

Fospha: A few things here - the headline being that agencies who activate their clients in a full funnel capacity will grow them faster. The big “watch-out” here: don’t silo full funnel impact to DTC sales alone.

1. First, measure for full funnel impact, not just what you can see from pixel tracking. When you’re relying solely on tools like Google Analytics (GA), you’re essentially flying blind. GA is built on a last-click model, so it only shows the very last interaction before a purchase, but that’s rarely the full story. Leveraging full funnel impression measurement is therefore key to understanding how your channels are really driving sales.

2. Second, avoid channel isolation so you and your clients understand the full picture. Channel-specific data shouldn’t live in a separate dashboard. Unifying your data can help you identify how platforms complement each other - eliminating silos means unlocking the ability to uncover the real value behind cross-channel journeys.

With full funnel and unified measurement, agencies can prove out the full impact that their work has for clients. For channels like Snapchat, which plays a major role in discovery and consideration, the legacy measurement tools can seriously underestimate performance and clients may lose out on a channel that can drive real business impact.

Halo Effects

Snapchat: Something it looks like you’re getting at with full and unified measurement is the impact of “halo effects.” How should agencies be thinking about that for their clients in today’s media landscape?

Fospha: Buying behavior has changed dramatically. Someone might see an ad, visit your site, then buy the product later on Amazon simply because they have a Prime subscription. GA might not capture it, but multiple channels played a key role in driving the sale. Ignoring halo effects means missing huge chunks of value. A recent study we did found that brands saw a 32% uplift in Snapchat ROAS when Amazon sales are included in the measurement equation, proving Snapchat’s halo effect across marketplaces. ¹

Testing New Channels & Getting Stakeholder Buy-In

Snapchat: Something we often hear from our indy agency partners is how challenging it is to translate measurement data for client stakeholders, especially when they might not be performance marketers (like the CFO). What would be your recommendation to them?

Fospha: Understand your audience, tailor the information, and don’t just show clients a spreadsheet. A CMO wants to see the big picture and the decisions being made; a performance marketer wants actionable insights on a daily basis and the granular performance data; a CFO will want to see ROI. Translate numbers into narratives that resonate with each stakeholder to build trust and long-term client relationships. That trust helps agencies when they pitch new channels, big swings, budget reallocation, and more!

Untapped Opportunity

Snapchat: Finally, what emoji best describes Snapchat?

Fospha: I’m going to go playful here to capture my personal and professional experience with Snap -> 👻💎

The ghost has always spoken to the unfiltered connection and conversation that’s empowered by disappearing messages. I’ve combined it here with the diamond to highlight the untapped opportunity we’re seeing on Snapchat. I hear a lot of misconceptions about Snap, especially when it comes to lower funnel performance, and my typical response is to say ‘every misconception you can think of on Snapchat is an advantage you can have over your competition.’ Our data shows that Snap was the top channel for customer acquisition last year, winning on CPA in comparison to other channels. ² The agencies who help their clients unlock those new customers on the platform are the ones that are going to drive real growth. While other people stick with outdated measurement methods, agencies can help their clients be first to new, coveted Gen Z and Millennial customers who are often only on Snapchat. There’s a huge advantage there.