If you use CSF firewall for managing your server firewall, you might face this error Warning Binary Location for HOST Incorrect. The full error looks like this :

Error
*WARNING* Binary location for [HOST] [/usr/bin/host] in /etc/csf/csf.conf is either incorrect, is not installed or is not executable

The error message you saw indicates that the ConfigServer Security & Firewall (CSF) is having trouble finding or executing the host command, which is typically located in /usr/bin/host. Now you can follow the steps below to resolve CSF Error: Warning Binary Location for HOST Incorrect.

Quick Solution To Resolve CSF Error: Warning Binary Location for HOST Incorrect

As we said, the cause of this warning message is that CSF can’t find or execute the host command. To fix this issue, follow the steps below:

1- Check if the host is Installed:

First, you need to verify if the host command is installed on your system. To do this, you can run the command below:

which host

If you don’t see anything in your output, means the host is not installed on your server.

2- Install host:

If the host is not installed, you need to install it. The host command is part of the bind-utils package on CentOS/RHEL and dnsutils on Debian/Ubuntu. You can use the following commands to install it:

sudo dnf install bind-utils #Centos/RHEL
sudo apt install dnsutils #Debian/Ubuntu

After your installation is completed, verify the host command again:

which host

In your output, you should see /usr/bin/host or another valid path.

3- Update CSF Config File:

At this point, you must edit the CSF config file, find the Host line, and update it to the correct path. To do this, you can use the following command:

sudo vi /etc/csf/csf.conf

Find the line with HOST and update it to the correct path. For example:

# If the output of `which host` was /usr/local/bin/host, update to:
HOST = “/usr/local/bin/host”

When you are done, save and close the file.

4- Check the Correct Permissions:

Now you need to be sure that the host binary is executable. To do this, you can run the command below:

sudo chmod +x /usr/bin/host

Adjust the path if the host is located elsewhere.

Finally, restart the CSF to apply the changes:

sudo csf -r

At this point, you should be able to fix CSF Error: Warning Binary Location for HOST Incorrect.

Additional Tips For WARNING Binary location for [HOST]

Here are some additional tips to fix the binary location for the host in CSF:

Log Files: If the problem persists, check the CSF log files for more detailed error messages. The logs are typically located in /var/log/lfd.log.Reinstall CSF: In a few cases, if the issue persists even after following these steps, consider reinstalling CSF to ensure all configurations are correct.

By following these steps, you should be able to resolve the error related to the binary location for the host command in your CSF configuration.

Conclusion

If your CSF firewall having trouble finding and executing the Host command, you need to install the host command and update the correct path in the CSF config file. You can easily do the above steps to Fix CSF Error: Warning Binary Location for HOST Incorrect.

Hope it was helpful. Also, you may like to read the following articles:

Fix unknown filesystem type NTFS error in Linux

Fix APEI Generic Hardware Error Source in Linux

How To Clear Yum Cache on Centos 7

Fix APT Error Download is performed unsandboxed as root

Fix Error Group development tools is not available

This guide intends to teach you OpenLiteSpeed Setup on Ubuntu 24.04 with MariaDB and PHP which means LOMP Stack. The LOMP stack is a set of open-source software used together to run dynamic websites and servers. LOMP stands for:

Linux: The operating systemOpenLiteSpeed: The web serverMySQL/MariaDB: The database management systemPHP: The server-side scripting language

Now proceed to the following steps to start OpenLiteSpeed Setup on Ubuntu 24.04 with MariaDB and PHP.

OpenLiteSpeed Setup on Ubuntu 24.04 – Install LOMP Stack

Before you start OpenLiteSpeed Setup on Ubuntu 24.04, you need to log in to your server as a non-root user with sudo privileges and set up a basic UFW firewall on Ubuntu 24.04. Then, follow the steps below to complete this guide.

Step 1 – Install and Configure OpenLiteSpeed on Ubuntu 24.04

First, you need to run the system update and upgrade with the command below:

sudo apt update && sudo apt upgrade -y

Then, add the OpenLiteSpeed repository to your server with the following command:

sudo wget -O – https://repo.litespeed.sh | sudo bash

Once you are done, run the system update to apply the new repository:

sudo apt update

Now complete your OpenLiteSpeed Setup on Ubuntu 24.04 by using the command below:

sudo apt install openlitespeed -y

Next, your OpenLiteSpeed must be enabled and activated. To verify this, you can run the following command:

sudo systemctl status lsws

In your output, you should see:

At this point, you need to update the firewall rules for OpenLiteSpeed on Ubuntu 24.04. To do this, you must allow the following ports through your UFW firewall:

sudo ufw allow 7080,80,443,8088/tcp

Reload the firewall to apply the changes:

sudo ufw reload

In your terminal, you need to set the OpenLiteSpeed administrator account credentials with the following command:

sudo /usr/local/lsws/admin/misc/admpass.sh

Finally, you can access your OpenLiteSpeed Admin panel by following the URL below:

http://your_server_ip:7080
Or
http://localhost:7080

You will see your OpenLiteSpeed Admin login screen. Enter the credentials you have made and click login to access your admin dashboard.

To get more information, you can visit the official website.

Step 2 – Install MariaDB For OpenLiteSpeed on Ubuntu 24.04

At this point, you can install MariaDB as your database engine. To do this, you can simply run the command below:

sudo apt install mariadb-server -y

Then, run the security script for the initial setup:

sudo mysql_secure_installation

Set a password for your MariaDB and accept the other questions to continue.

Step 3 – Install PHP For OpenLiteSpeed on Ubuntu 24.04

As you may know, the OpenLiteSpeed web server comes bundled with one PHP version. To know which version of PHP was pre-installed with your OpenLiteSpeed server, click the button in the Test PHP section of the example website or visit the following URL:

http://your_server_ip:8088/phpinfo.php
Or
http://localhost:8088/phpinfo.php

As you can see, Ubuntu 24.04 ships with the latest PHP version which is PHP 8.3. From there, you can host a variety of PHP applications and frameworks.

Conclusion

OpenLiteSpeed is designed for high performance and can handle a large number of simultaneous connections, making it ideal for busy websites. At this point, you have learned OpenLiteSpeed Setup on Ubuntu 24.04 with MariaDB and PHP which is LOMP Stack. Hope you enjoy it.

Also, you may like to read the following articles:

How To Install LEMP Stack on Ubuntu 22.04

Install LAMP Stack on Debian 12 Bookworm

LEMP Stack Setup with Docker Compose on Debian / Ubuntu

LAMP Stack Setup on Fedora 39 From Terminal

With this step-by-step guide, you will learn PostgreSQL Setup on Ubuntu 24.04. PostgreSQL is a powerful, open-source relational database management system (RDBMS). It’s known for its scalability, and support for advanced data types and performance optimization features.

Why Choose PostgreSQL on Ubuntu 24.04?

Ubuntu 24.04, being a stable and popular Linux distribution, provides an excellent environment for running PostgreSQL. The combination of Ubuntu’s user-friendliness and PostgreSQL’s powerful features ensures a seamless and efficient database management experience.

Prerequisites

Before you begin the PostgreSQL setup on Ubuntu 24.04, you need the following requirements:

A system running Ubuntu 24.04A user account with sudo privilegesAn active internet connection

By following the steps below, you can easily start your PostgreSQL setup on Ubuntu 24.04 and get it up and running on your server. Let’s begin the installation process.

Step 1 – PostgreSQL Setup on Ubuntu 24.04 – Installation Process

First, you must run the system update and upgrade by using the following command:

# sudo apt update
# sudo apt upgrade -y

Then, you must install the postgresql-common package which includes utilities for managing PostgreSQL. To do this, run the following command:

sudo apt install postgresql-common -y

Next, add the PostgreSQL repository to your Ubuntu 24.04 which includes the latest version of PostgreSQL. To do this, run the command below:

sudo /usr/share/postgresql-common/pgdg/apt.postgresql.org.sh

This script will add the PostgreSQL Global Development Group (PGDG) APT repository to Ubuntu 24.04.

Again run the system update with the following command:

sudo apt update

Now use the following command to install PostgreSQL on Ubuntu 24.04:

sudo apt install postgresql -yStep 2 – Start and Enable PostgreSQL Service

After your PostgreSQL setup on Ubuntu 24.04 is completed, you need to start and enable your service with the following commands:

# sudo systemctl start postgresql
# sudo systemctl enable postgresql

Then, verify PostgreSQL service is active and running on Ubuntu 24.04 with the command below:

sudo systemctl status postgresql

In your output, you should see:

Step 3 – Access and Secure PostgreSQL Service on Ubuntu 24.04

PostgreSQL uses the psql command-line interface to interact with the database. By default, PostgreSQL creates a user named postgres. Switch to this user and access the PostgreSQL prompt with the following command:

sudo -i -u postgres psql

In your output, you should see:

Now to secure your PostgreSQL, you can change your postgres user password. To do this, from your PostgreSQL shell, run the following command:

postgres=# password postgres

You will be asked to enter a password. Once you are done, exit from your PostgreSQL shell with the command below:

postgres=# qStep 4 – Configure Remote Access For PostgreSQL Server

By default, PostgreSQL only allows local connections. To enable remote access, you need to modify the PostgreSQL configuration files.

First, you need to open the postgresql.conf file in your preferred text editor like Vi Editor or Nano Editor:

sudo vi /etc/postgresql/16/main/postgresql.conf

Find the line that starts with listen_addresses, uncomment it, and modify it to allow connections from all IP addresses:

listen_addresses=”*”

When you are done, save and close the file.

Next, open the pg_hba.conf file to configure client authentication:

sudo vi /etc/postgresql/16/main/pg_hba.conf

Add the following line at the end of the file to allow remote connections:

host all all 0.0.0.0/0 md5

Once you are done, save and close the file.

Restart the PostgreSQL service to apply the changes:

sudo systemctl restart postgresql

You can verify if PostgreSQL is installed and running correctly by logging in to the PostgreSQL shell with the postgres user:

sudo -i -u postgres psqlStep 5 – Creating a New PostgreSQL Database and User

At this step of PostgreSQL setup on Ubuntu 24.04, you can learn to create a new user and database. From your PostgreSQL shell, you can use the following commands to create a new database and a user with privileges to manage it:

postgres=# CREATE DATABASE mydatabase;
postgres=# CREATE USER myuser WITH ENCRYPTED PASSWORD ‘mypassword’;
postgres=# GRANT ALL PRIVILEGES ON DATABASE mydatabase TO myuser;

To see the list of databases, you can run:

postgres=# l

To exit the PostgreSQL prompt, run the command below:

postgres=# qStep 6 – Backup and Restore PostgreSQL Databases

Regular backups are essential to safeguard your data. PostgreSQL provides tools to perform backups and restore databases.

To backup a database, you can use the pg_dump utility:

pg_dump mydatabase > mydatabase_backup.sql

To restore a database from a backup file, you can use the psql command:

psql mydatabase < mydatabase_backup.sql

That’s it, you are done with the PostgreSQL setup on Ubuntu 24.04. For more information, you can visit the official website.

Conclusion

PostgreSQL Setup on Ubuntu 24.04 is straightforward when you follow these steps. With PostgreSQL’s powerful features and Ubuntu’s stable environment, you’ll have a robust database system ready to handle your applications. Hope you enjoy it. Also, you may like to read the following articles:

OpenLiteSpeed Setup on Ubuntu 24.04 (LOMP Stack)

Change Ubuntu 24.04 Desktop to Cinnamon

Install Grafana on Ubuntu 24.04

Enable ionCube Loader on Ubuntu 24.04

FAQs

How do I check the version of PostgreSQL installed?You can check the installed PostgreSQL version by running psql –version in the terminal.

How can I change the password for a PostgreSQL user?To change a user’s password, log into the PostgreSQL prompt and run: ALTER USER username WITH PASSWORD ‘newpassword’;

How do I create a backup of all databases?Use the pg_dumpall utility to create a backup of all databases: pg_dumpall > all_databases_backup.sql

Can I run PostgreSQL on a different port?Yes, you can change the port by modifying the port parameter in postgresql.conf file and restart the PostgreSQL service.

Are you excited about the upcoming release of PHP 8.4 and What’s New in PHP 8.4? If you’re a developer, you know how important it is to stay updated with the latest versions of programming languages. Let’s see What’s New in PHP 8.4 and its expected release date.

Release Date of PHP 8.4

As you may know, the development process includes multiple phases, including alpha and beta testing, ensuring that the final release is stable and robust. PHP 8.4 is scheduled to launch on November 21, 2024.

What’s New in PHP 8.4 – Major Features

PHP 8.4 will come with exciting new features that will significantly impact how developers write and manage their code. Here are some of the most notable features:

Improved Performance: One of the standout features of PHP 8.4 is its enhanced performance. This version introduces optimizations that boost execution speed and improve memory management.

New Syntax Improvements: PHP 8.4 brings several syntax improvements that make the language more intuitive and easier to use.

Enhanced Error Handling: Error handling in PHP 8.4 has received a significant upgrade. Debugging becomes a breeze with better exception handling and more descriptive error messages.

Security Enhancements: Security is always a top priority, and PHP 8.4 delivers with new security features designed to protect your applications.

Better Compatibility: PHP 8.4 ensures seamless compatibility with existing codebases, minimizing the risk of breaking changes. Additionally, it offers improved support for popular frameworks and libraries, making the transition smoother for developers.

Deprecations and Removals: As with any major release, PHP 8.4 includes the deprecation and removal of certain features.

As we eagerly await its release, it’s essential to start preparing for the upgrade. By staying informed and planning, you can ensure a seamless transition to PHP 8.4 and take full advantage of its capabilities.

Source: PHP 8.4: What’s New and Changed

Note: The current stable version of PHP is PHP 8.3, which you can get more information by visiting PHP 8.3 and New Improvements.

This guide intends to teach you to Install WineHQ on Ubuntu 24.04. WineHQ, also known as Wine, is a great tool that you can use to run Windows applications on your Linux distribution. With this step-by-step guide, you can easily run Wine on Ubuntu 24.04 and run Windows apps on your server.

Prerequisites

Before you start to install WineHQ on Ubuntu 24.04, you need the following requirements:

By following the steps below, you can easily start your Wine installation on Ubuntu 24.04 and get it up and running on your server. Let’s begin the installation process.

Step 1 – Enabling 32-bit architecture on Ubuntu 24.04

First, you need to run the system update and upgrade with the following command:

sudo apt update && sudo apt upgrade -y

Then, you need to check if 32-bit architecture is installed on your server with the command below:

sudo dpkg –print-foreign-architectures

If nothing is shown in your output, you must enable 32-bit architecture on your server with the command below:

sudo dpkg –add-architecture i386Step 2 – Adding WineHQ Repository To Ubuntu 24.04

To install WineHQ on Ubuntu 24.04, you must download and add the Wine repository to your server. To add the Wine repository key, you can run the following commands:

# sudo mkdir -pm755 /etc/apt/keyrings
# sudo wget -O /etc/apt/keyrings/winehq-archive.key https://dl.winehq.org/wine-builds/winehq.key

Next, download the WineHQ source code for Ubuntu 24.04 with the command below:

sudo wget -NP /etc/apt/sources.list.d/ https://dl.winehq.org/wine-builds/ubuntu/dists/noble/winehq-noble.sources

Now run the system update to apply the repositories:

sudo apt updateStep 3 – Install WineHQ on Ubuntu 24.04

At this point, you can easily use one of the following branches to install Wine on Ubuntu 24.04:

1.WineHQ Stable branch:

sudo apt install –install-recommends winehq-stable

2.WineHQ Development branch:

sudo apt install –install-recommends winehq-devel

3.WineHQ Staging branch:

sudo apt install –install-recommends winehq-staging

Note: It is recommended to use the stable branch. Once your installation is completed, you can verify it by checking its version:

wine –versionOutput
wine-9.11

Note: The latest Wine development release is available now, you can read more on Wine 9.12 Development Release.

Step 4 – Configure WineHQ on Ubuntu 24.04

At this point, you have learned to install WineHQ on Ubuntu 24.04. Now you must configure Wine on your server. To do this, run the command below with a regular user:

winecfg

Wait until your Wine configuration is updated. Then, you will be asked to set up the Wine Mono installer. Click on the Install button.

It will automatically begin downloading and installing Mono and related components. Next, you will see the following screen. From there you can adjust your desired settings and continue. When it is completed, you will be able to run Windows applications in Ubuntu 24.04.

Step 5 – Uninstall Wine From Ubuntu 24.04 (Optional)

If you no longer want to use Wine, you can easily remove it from your server. To do this run the following command:

sudo apt autoremove –install-recommends winehq-stable –purge

Note: If you use Wine Development or Wine Staging, replace the winehq-stable with either winehq-devel or with winehq-staging.

For complete removal, delete the repository file:

sudo rm /etc/apt/sources.list.d/winehq*

If you have removed the WineHQ repository, it is recommended to remove the GPG key:

sudo rm /usr/share/keyrings/winehq*

That’s it, you are done. For more information, you can check the official docs page.

Conclusion

With WineHQ on Linux, you can easily run your desired Windows applications on your server. At this point, you have learned to Install WineHQ on Ubuntu 24.04 and configure it. After that, you can easily download and run Windows apps on your Ubuntu server. Hope you enjoy it.

Also, you may like to read the following articles:

WineHQ LTS Setup on Fedora Linux 39

How To Install WineHQ on AlmaLinux 9

Install the Latest WineHQ on Linux Mint 21

By committing to a 41% increase in marketing spend for the year 2024, Zoopla is not only intensifying its national campaign efforts but also focusing on hyper-localised content to engage consumers effectively. This strategic move is designed to leverage advanced artificial intelligence (AI) capabilities, ensuring that Zoopla’s marketing initiatives are both innovative and highly targeted, catering to the nuanced needs of local markets and their respective audiences.

The Role of AI in Zoopla’s Localised Marketing

AI stands at the forefront of Zoopla’s localised marketing, driving a more personalised and insightful experience for users. By harnessing the power of AI, Zoopla crafts over 370 local market reports monthly, tailored to the specific interests of users based on their search behaviour. This hyper-localised approach reaches approximately two million users, directing an additional 100,000 visitors to the site to explore their local property markets in depth. Furthermore, Zoopla’s AI-driven area guides provide invaluable insights into neighbourhoods, including average asking prices and local amenities, which are instrumental for informed decision-making. The AI’s ability to analyse vast amounts of data ensures that each consumer receives content that resonates with their unique preferences, thereby positioning Zoopla as a pioneer in delivering AI-powered, user-centric property marketing solutions.

Enhancing Audience Intelligence with AI

Zoopla’s investment in AI extends beyond localised marketing to encompass audience intelligence, a critical component for understanding and engaging with potential homebuyers and sellers. By analysing user interactions and behaviour, Zoopla’s AI systems can identify patterns and preferences, enabling the delivery of highly relevant content and services. This audience intelligence is pivotal in crafting marketing strategies that resonate on a personal level, thereby increasing the likelihood of conversion. Zoopla’s AI capabilities also allow for the prediction of market trends, giving agents a competitive edge by equipping them with foresight into consumer demands. As a result, agents can tailor their offerings to meet the anticipated needs of their clientele. This strategic application of AI in audience intelligence not only enhances the user experience but also reinforces Zoopla’s position as a data-driven property portal that prioritises precision in its marketing outreach.

Challenges and Considerations for AI Implementation

Implementing AI in marketing strategies, as Zoopla has undertaken, is not without its challenges and considerations. Data quality is paramount; the AI tools are only as effective as the data they process. Inaccuracies or incomplete datasets can significantly hinder the personalisation and effectiveness of marketing efforts. Integration with existing technology stacks is another hurdle, necessitating seamless data flow and compatibility with current systems. Privacy and security measures are critical, especially when AI tools like ChatGPT learn from user input, raising concerns about the confidentiality of company and customer information. Ethical considerations also come into play, as AI models can inadvertently perpetuate biases present in their training data, leading to skewed and potentially discriminatory outputs. Zoopla’s approach to these challenges involves comprehensive audits, collaboration with IT and legal teams, and a commitment to transparency and ethical standards, ensuring responsible and effective AI implementation.

Zoopla’s Marketing Spend Increase and Its Impact

Zoopla’s strategic decision to amplify its marketing spend by 41% reflects a bold commitment to growth and market presence. This financial boost is set to propel the brand’s visibility, particularly through an eight-week national campaign running until the end of June. The increased investment also supports the expansion of hyper-localised marketing efforts, including area guides and targeted email campaigns. By allocating substantial resources to these initiatives, Zoopla aims to reach an estimated 12 million people, significantly expanding its consumer base. This surge in marketing expenditure is a clear signal of Zoopla’s dedication to reinforcing its position as a leading property portal in a competitive market.

The Future of AI in Property Marketing

As Zoopla’s innovative use of AI in marketing strategies unfolds, it heralds a transformative era for property marketing. The integration of AI not only enhances the customer journey through personalisation but also equips agents with advanced tools for market analysis and strategy formulation. Zoopla’s pioneering efforts showcase the potential of AI to revolutionise the property sector, offering a glimpse into a future where data-driven insights become the cornerstone of marketing success. With a commitment to overcoming implementation challenges, the property industry can anticipate a more intelligent, efficient, and customer-centric market landscape, shaped by the capabilities of AI.

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

In the ever-evolving landscape of eCommerce, staying ahead requires constant adaptation and strategic insights. The Fospha State of eCommerce Report for Q1 2024 brings valuable data to the forefront, guiding marketers, advertisers, business owners, and agencies in the eCommerce industry on where to channel their efforts for maximum return.  

The report reveals a significant underinvestment in paid social channels, with advertisers reaching only 59% of their potential, suggesting an opportunity to nearly double spend for profitable returns.  

Here are some key takeaways from the report: 

Meta and TikTok emerge as leaders in paid social success, with Meta boasting the highest relative Return On Ad Spend (ROAS). Notably, TikTok stands out for new customer acquisition, outpacing other channels in driving new conversions.  
Snapchat’s major update has catapulted it as a growth channel worth watching, with a remarkable 504% increase in ROAS year-over-year.  
The report highlights a widespread issue in the industry: the underrepresentation of impressions-led channels by Google Analytics and ad platforms’ own attribution models. This discrepancy emphasizes the need for standardized measurement methods to accurately report performance.  

Now is the time to reassess your investment in paid social, explore the potential of emerging channels like Snapchat, and adopt reliable measurement methods to navigate the complex digital marketing landscape effectively. 

For a deep dive into these insights and to leverage them for your digital strategy, download the full Fospha State of eCommerce Report Q1 2024. Embrace the data-driven insights to refine your approach, optimize spend across platforms, and drive your eCommerce brand towards profitable growth.  

If you’re looking to turbocharge your brand’s growth, you’re in the right place. Fospha, a leader in marketing measurement and analytics, has just released a game-changing report: “Elevating eCommerce: Secrets of Scaling Brands.” This isn’t just another report—it’s your playbook for smashing those growth goals. Let’s dive in.

Key Strategies for Different Growth Stages

Fospha analysed 71 eCommerce brands to uncover the secret sauce behind the top performers at each growth stage. Whether you’re a startup, scaleup, mature, or majority offline, there’s gold in these insights.By diving into real-world case studies and expert opinions, Fospha unveils the significant impact of full-funnel marketing and upper-funnel investments on sustainable growth.

Upper Funnel Advertising: The best brands aren’t just throwing money at ads—they’re strategically investing. On average, they’re dedicating over 18% of their Meta budget and 22% of their TikTok spend to awareness and consideration. Why? Because brand visibility is king.

Lifecycle-Specific Strategies:

Startups: It’s all about building that brand awareness with Paid Social. Think big, get seen.
Scaleups: Now’s the time to double down on conversion activities and impressions-led media. Make those clicks count.
Mature Brands: Diversify the marketing mix, increase upper-funnel spending, and explore international markets.
Majority Offline Brands: Time to dive into Paid Social, despite traditionally relying on click-based channels like Performance Max.

Real-World Success Stories

Fospha’s report is packed with real-world case studies that show these strategies in action. Check out these brand wins:

Pooch & Mutt: By ramping up their TikTok spend, they improved customer acquisition costs (CAC) and saw revenue soar.
The Essence Vault: They kept their CAC steady while boosting their Meta spend, demonstrating efficient budget management.
Represent: They took efficiency to the next level and expanded their presence in the US market, thanks to their savvy TikTok investments.

Insights from the Experts

Fospha teamed up with Meta Marketing Science team to enrich the report with expert perspectives on effective growth strategies. Alfonso, Marketing Science Partner at Meta, highlights the importance of accurate and actionable measurement systems for smart marketing investments and driving growth.

Download the Report for In-Depth Insights

Want to take your eCommerce game to the next level? Get your hands on Fospha’s latest report. It’s packed with the data-driven insights you need to navigate different growth stages and make your marketing dollars work harder.

Click here to download “Elevating eCommerce: Secrets of Scaling Brands” report.

About Fospha

Fospha is a new type of marketing measurement. Using machine learning to combine multi-touch attribution and marketing mix modelling in one view, provides clear, actionable insights on where to spend to maximise your growth. With a cutting-edge approach Fospha shows you the impact of all clicks and impressions, restoring visibility you lost with iOS14 & 17 and future-proofing you against further privacy changes