Case Study: Comfrt achieves 14.7% incremental order lift with WorkMagic incrementality testing

How Comfrt Found 68% of TikTok Shop Ads Impact Came from the Halo Effect on Shopify

Comfrt, a direct-to-consumer lifestyle and apparel brand, needed to quantify the true incrementality of their TikTok Shop Ads. They had a hypothesis that the ads were creating a halo effect, driving significant purchases on their Shopify store, but they required definitive proof to confidently scale their investment. They turned to the incrementality testing solution from WorkMagic to validate this.

WorkMagic implemented a geo-based incrementality test for Comfrt, which revealed that TikTok Shop Ads drove a 14.7% lift in total orders. Crucially, 68% of these incremental conversions occurred on Shopify, demonstrating a powerful halo effect. This insight gave Comfrt the confidence to scale their TikTok ad spend by 150%, which resulted in a 223% improvement in iROAS and doubled their revenue from the platform.

Comfrt

Gillian Bell

Chief Revenue & Growth Officer