Forvio
Forvio is a Slovak SaaS marketing measurement platform combining marketing mix modeling, incrementality experiments and multi-touch attribution, so in-house teams, agencies and freelancers can measure each channel's incremental contribution and reallocate media budget without a data science team.
What is Forvio?
Forvio is a marketing measurement platform published by Forvio s. r. o., a Slovak company based in Košice, and used as a web application at app.forvio.com. It brings together three approaches that are usually bought separately: marketing mix modeling (MMM), incrementality experimentation through GEO Lift and Conversion Lift tests, and multi-touch attribution.
MMM is a statistical method that quantifies the relationship between marketing spend and business results. Forvio uses it to isolate the contribution of each channel while accounting for seasonality, trends and saturation, so an advertiser can see what a channel adds rather than what a platform claims for itself. The product follows a five-step path the publisher calls the Forvio Flow: Connect, Prepare, Build, Evaluate and Plan. Two further steps, Execute and Ask, are announced without an active link.
Several modeling engines sit underneath. Meta's Robyn is integrated and available, Google's Meridian is announced, and Forvio adds a proprietary Causal MMM engine; the methodology page states that engine selection is driven by both statistical fit and external validation. Real incrementality measurements are then fed back to calibrate the model at channel, platform or campaign level, and the resulting calibration ratios are used to correct platform-reported ROAS.
The inputs required, according to the FAQ, are daily sales or conversions, exposure metrics for paid channels (impressions, GRP/TARP, readership) and non-marketing variables such as promotions, weather, macroeconomics and competition. Forvio claims ten native connectors covering 90% of cases, among them Meta Ads, Google Ads, Google Analytics, Google Search Console, Google Sheets, BigQuery and Snowflake, plus public data such as weather. Currency conversion is automatic, at a European Central Bank rate refreshed daily. Access supports GSuite and Microsoft Azure identities, OAuth, and SAML SSO with MFA on the upper tiers.
The positioning is explicitly self-service: no coding, no data team needed, and a first model in 30 minutes according to the Solutions pages. The publisher claims 100+ business customers, an average ROI increase of 21.5%, 54 hours saved and 70% faster modeling, with named references including Biotech USA, Tatra Banka, Slovak Lines, DNA ERA, Loopia Group and Be Lenka. Announced partnerships include NVIDIA Inception, Google Cloud Partner Advantage and Meta Business Partner. The scope stops at measurement and planning: Forvio does not create ads, buy media or manage campaigns.
What it does
- Measure the incremental contribution of each marketing channel, offline media included
- Build marketing mix models on several modeling engines without writing code
- Identify media saturation points and channel response curves
- Simulate budget scenarios (decrease, optimisation, increase) over 7, 30 or 90 days
- Design and evaluate GEO Lift tests using synthetic control
- Run Conversion Lift studies on Meta, Google and TikTok and calibrate the model on their results
- Correct platform-reported ROAS through causal attribution, then export results or pipe them into a BI tool
When to use Forvio / When not to
A quick filter to help you decide if Forvio is the right fit.
When to use Forvio
- In-house marketing teams at multi-channel advertisers that want marketing mix modeling without hiring a data science team
- Performance and growth marketers who need to check platform-reported ROAS against incremental measurement before reallocating budget
- Media and analytics agencies reselling MMM and geo-lift testing, using multi-workspace, white-label and partner-programme options
- Freelance marketing analysts and consultants running measurement work for several clients from one platform
- Advertisers mixing online and offline media (TV, radio, press) who need one model covering exposure metrics such as GRP/TARP and readership
When not to use Forvio
- Advertisers below roughly 200 to 500 conversions, a volume the FAQ itself describes as too low for a robust model
- Businesses without history: two to three years of data are recommended and six months of daily granularity is the practical floor
- Small budgets, since the cheapest paid tier starts at EUR 600 per month billed quarterly and there is no permanent free plan
- Teams looking for execution rather than measurement: Forvio does not create ads, buy media or manage campaigns
- Developers and teams that need a documented public API, a mobile app or a browser extension, none of which Forvio offers
How to use Forvio
A typical end-to-end flow, from setup to results.
- Open an account at app.forvio.com/start-trial for the 14-day trial, no credit card required, or request a session through the demo booking page
- Connect your marketing and conversion sources through the native integrations, or load them via Google Sheets, BigQuery or Snowflake
- In Model Builder, split the integrated data into channels; automatic splitting by device, platform or column is available, with AI-generated explanations of each suggestion
- Preview the split: a spend-share chart per channel, minimum and optimal threshold lines, and a warning on any unassigned data
- Customise channel names, icons and colours, and apply advanced filters to BigQuery or Google Sheets sources
- Add events and public holidays to the timeline so unusual variations are explained rather than absorbed by the model
- Feed in real measurements to calibrate: results from GEO Lift and Sales or Conversion Lift tests
- In Model Settings, pick the engine, the adstock function (Geometric, Weibull PDF, Weibull CDF), enable or disable cross-validation and adjust SHAPE/SCALE and SLOPE/HALF SATURATION per channel
- Follow the run through the engine logs and the jobs dashboard (status, engine version, training or update mode, progress, duration, user)
- Read the results in Insights across its seven tabs, then plan in Scenario Planner (Spend Decrease, Optimization or Spend Increase, horizon and per-channel limits) and track delivery with Budget Pacer
Pros & Cons
Pros
- Three measurement methods in a single product (MMM, incrementality testing and attribution) where they are usually purchased separately
- Self-service by design: no code, no data science team, and a first model claimed within 30 minutes
- Recognised, open modeling engines such as Meta's Robyn, with expert-level parameters still accessible
- A documented feedback loop: experiments recalibrate the model, and the model directs the next experiments
- Hosting and backups entirely inside the EU (Belgium and Finland), with AES-256 encryption at rest and TLS 1.2 in transit
- A clear stance on AI: no data sent to third-party AI models, processing stays internal
- Offline channels such as TV, radio and press covered through exposure metrics, which digital attribution does not reach
Cons
- No permanent free plan: the only free access is a 14-day trial
- A high entry ticket for a small business, at EUR 600 per month from the Basic tier, billed quarterly
- An explicit no-refund policy, combined with automatic subscription renewal that must be cancelled before the renewal date
- No documented public API; programmatic access is limited to the raw SQL of the upper tier
- Demanding data prerequisites: 200 to 500 conversions minimum and two to three years of history recommended
- Tight caps on the lower tiers, with five models and five channels on Basic and on-demand refresh only
- Thin published assurance: no DPA mentioned, no security certification displayed (neither SOC 2 nor ISO 27001), and a penetration test still described as scheduled for early 2024
Pricing & Plans
Forvio does not offer a permanent free plan. Free access is limited to a 14-day trial, which requires no credit card. The lowest paid entry point is the Basic tier, advertised from EUR 600 per month, billed quarterly. The Pro tier is EUR 1,800 per month, also billed quarterly, and the Enterprise tier is priced on request. Pricing is indexed on three factors: the number of media channels, the number of stored models and the number of scenarios. Payment is accepted by bank transfer or credit card, with terms of 30 days net from the invoice date.
- 1 model
- 5 channels
- 1 planning scenario in read-only mode
- 1 year of history
- on-demand synchronisation
- 5 models
- 5 channels
- 3 scenarios (each extendable as an add-on)
- 1 year of history
- on-demand synchronisation
- 20 models
- 20 channels
- unlimited scenarios
- 2 years of history
- daily synchronisation
- GEO Lift and Conversion Lift included
- unlimited models
- channels
- scenarios and history
- daily refresh
- multi-workspaces and premium support
- multi-workspaces
- white label
- roles and permissions
- client onboarding
- a dedicated account manager
- co-branding and early access to new features
- MMM fully delegated
- a dedicated data scientist
- regular refreshes
- custom integrations (CRM
- offline
- retail)
- GEO and Conversion Lift test design and model calibration
Data, GDPR & hosting
A consolidated view of how Forvio handles your data.
GDPR overview
GDPR implementation is concrete and documented. The privacy policy, dated 1 August 2024, is written article by article under Regulation (EU) 2016/679 and includes a table mapping eleven processing purposes to their legal basis (Art. 6(1)(a) consent, (b) contract, (c) legal obligation, (f) legitimate interest), data categories and retention periods. Data subject rights are listed, with a complaint route to the Personal Data Protection Office of the Slovak Republic; the contact point is privacy@forvio.com. Section IX rules out automated decision-making and profiling under Art. 22. Section VIII limits transfers outside the EEA to adequacy decisions or standard contractual clauses, and clause 4.2 of the terms bars them without the customer's prior written consent. The security FAQ states the service handles no personally identifiable information and aggregates data at daily level. No DPO is named.
Who owns the data?
The terms make the customer responsible for supplying accurate, up-to-date data, and commit Forvio to using it only to deliver the service, with no sharing with third parties except where required by law or necessary to provide the service. The privacy policy splits the roles: Forvio is the controller for account and marketing data, and a processor for the content customers upload, where the customer is the controller. Section VI adds that data used to build models, including data pulled through the Google API connectors, is not shared with any third-party tool or service, AI models included. All intellectual property in the platform itself belongs to Forvio.
Reuse rights
Uploaded data remains the customer's own and the terms claim no licence over it, so results can be reused without asking permission. Charts and tables in Insights export freely to PNG, SVG, PDF, CSV and XLS, and the External BI Dashboard on the higher tier opens raw SQL access to the data, which is how figures reach Power BI, Tableau or Looker Studio. The restriction in clause 5.1 covers the product, not the customer's data: copying, modifying, distributing, selling or renting any part of the service requires written consent. Forvio also commits to the Google API Services User Data Policy, including its Limited Use requirements, for data pulled through Google connectors.
Data retention & training
Hosting summary
Forvio names Google Cloud as its exclusive hosting provider. Live user data is stored in the EU West region, specifically in Belgium, in a high-availability configuration; backups go to the EU North region, in Finland, a geographically separate location. Both are inside the European Union, and the publisher itself is established in Slovakia. Customer isolation relies on BigQuery with dataset-level security and a dedicated partition per client, with no cross-client visibility. Data is encrypted at rest with AES-256 using Google Cloud managed keys, and in transit with TLS 1.2. The privacy policy names Google Ireland Limited as the cloud recipient, with no transfer outside the EEA, and clause 4.2 of the terms forbids transferring personal data outside the EEA without the customer's prior written agreement. One caveat on reading network data: the public IP of the marketing site resolves to an Amazon anycast node in the United States, which serves the website's CDN and says nothing about where application data is hosted.
Things to keep in mind
Risks and trade-offs to weigh before adopting Forvio.
- A budget decision taken on a poorly calibrated model can cut a channel that actually performs; calibration by experiment exists precisely to reduce that risk, but it remains optional
- The performance figures on display (+21.5% ROI, 15%+ uplift, 1.5x-8x channel efficiency) are publisher claims with no published methodology
- MMM rests on historical correlations: a change of market, product or competitive landscape makes a model obsolete without the model saying so
- Garbage in, convincing garbage out - the tool itself insists that inputs must be daily, recent and clean, and biased data produces a biased model that still looks credible
- It is tempting to lean on a single corrected ROAS figure as if it were fact, when it stays an estimate carrying a confidence interval
- Financial commitment: subscriptions renew automatically, billing is quarterly and there is no refund policy, so an unused seat keeps costing
- Concentration and governance: Meta, Google, BigQuery and Snowflake connected in read mode with delegated authorisation possible for external users, no published security certification, no DPA, and a very small publisher that changed sole shareholder in 2026
Setup & Integrations
Technical difficulty
Low on the technical side, heavier on the data side. Sources connect through native OAuth integrations for Meta, Google and Google Sheets, or through BigQuery and Snowflake for warehouses; an external user can be invited to authorise a source. The publisher advertises no coding, no data team, a first model in 30 minutes. The real effort sits upstream: deciding how spend splits into channels, helped by automatic splitting, and above all assembling clean daily conversions, exposure metrics and non-marketing variables. Default modeling parameters are presented as optimal; fine tuning is expert territory. Premium onboarding is available on upper tiers.
Deployment
Integrations
Behind Forvio
Fundraising
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What exactly does Forvio measure?
What data do I need to provide?
How many conversions do I need as a minimum?
How much history is required?
Is there a free plan?
Where is the data hosted?
Is my data used to train AI models?
How long is my data kept?
Which modeling engine does Forvio use?
Is there an API, and what happens if I cancel?
Should you pick Forvio?
Forvio is a specialised product with a coherent chain from end to end: measure, experiment, replan, then track delivery. Its stated ambition is a real break with habit, making marketing mix modeling usable without a data science team, in a discipline long reserved for very large advertisers. The three methods it combines - MMM, incrementality testing and attribution - are usually bought separately, and the loop between them is the most convincing part of the offer: experiments recalibrate the model, and the model points to the next experiment.
On trust, the record is mixed. EU hosting is documented down to the region, encryption and tenant isolation are described, and the stance on AI is explicit. But no security certification is displayed, no data processing agreement is published or mentioned, and the penetration test announced for early 2024 has had no published outcome since.
On price, the entry point is EUR 600 per month billed quarterly, with no free plan and no refunds. The 14-day trial is the only safety net, so the evaluation has to be done inside that window.
The data prerequisites are real: without conversion volume and history, the method returns nothing usable. An advertiser with 200 to 500 conversions and two years of daily data is in scope; one below that is not.
Traction signals exist: EUR 800,000 raised in 2023, partnerships with Meta, Google Cloud and NVIDIA Inception, and 100+ claimed customers including a bank, a coach operator and several e-commerce brands. The publisher remains a very small structure, however: the Slovak commercial register lists only two managing directors, and the company came under the control of a single Austrian shareholder in June 2026. Service continuity is worth asking about before committing.
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