Laura Geller
Laura Geller unlocked 10% total revenue growth by confidently scaling GMV Max and Smart+
The objective
Fragmented measurement across sales channels
Laura Geller Beauty is part of AS Beauty Group, an enterprise portfolio of female-founded beauty brands based in New York. In 2025, Laura Geller onboarded with Fospha to strengthen measurement across their sales channels.
Before onboarding with Fospha, the Laura Geller Beauty team struggled to see the true contribution of TikTok Shop & Web activity within their wider performance mix. With multiple sales channels running across their DTC website, Amazon, and TikTok Shop, the team needed a comparable view of where value was being created and how to scale spend with confidence. On TikTok specifically, they lacked the proof points necessary to grow their automated Smart+ and GMV Max campaigns.
The solution
Fospha proves GMV Max & Smart+ Catalog are better together
Smart+, TikTok’s automated solution for web campaigns, drives lower-funnel performance with measurable impact beyond pixel-based tracking capabilities. As seen in the 2026 Fospha TikTok Playbook, Fospha has reported that only 4.2% of Smart+ ROAS is captured by pixel-based measurement.
Synergies between web and shop are evident in Fospha data, with brands that generated sales across both TikTok Ads and Shop in 2025 seeing:
85% higher conversions growth YoY
28% improved CAC YoY
9% increase in ROAS YoY
In order to understand the full impact of their web and shops strategy on TikTok across their siloed sales channels, Laura Geller implemented Fospha's Core and Halo solutions.
The results
10% overall revenue growth within 30 days from scaling Smart+ Catalog and GMV Max
With unified performance data across web, shop and Amazon sales, Laura Geller had a concrete business case for scaling spend across Smart+ Catalog and GMV Max.
GMV Max is a powerful revenue driver: Increasing spend in GMV Max contributed to a 10% total revenue uplift within 30 days.
Outperforming paid media benchmarks: GMV Max delivered a higher ROAS than Laura Geller Beauty's paid media target, even with spend increasing by more than 50%.
Room to scale with confidence: GMV Max continued to show strong growth potential and is far from saturated. Fospha's incremental forecasting tool indicates the Laura Geller Beauty team has 40% remaining headroom to scale before reaching diminishing returns.
Accounting for unified impact was critical: Smart+ campaigns saw a 35% ROAS uplift when the unified impact on Amazon and website sales were considered vs. impact on website sales alone.
With GMV Max, Smart+, and Halo, we finally have a clearer view of how TikTok drives real business outcomes. It's become less about tweaking campaigns and more about feeding the system with the right inputs. The algorithm does the heavy lifting; our job is to unlock better creative and let it scale what works.