Case Study: TikTok achieves 166% higher iROAS with WorkMagic

How Measuring TikTok’s Halo Effect Across Retail & Amazon Drove 64% Higher Sales

TikTok, a popular entertainment and consumer products brand, was unable to measure the true commercial impact of its TikTok Ads due to its complex sales mix spanning TikTok Shop, Amazon, Walmart, and Target. Traditional attribution models failed to connect purchases across these different marketplaces, leaving the brand without a trusted baseline for evaluating performance and scaling investment. They turned to WorkMagic for a solution.

WorkMagic implemented a pause-to-measure geo lift test to accurately quantify TikTok's incremental impact. The test revealed that 62.5% of TikTok-driven sales occurred off-platform on Amazon and in retail stores. This new data showed TikTok's true iROAS was 166% higher than previously thought, and its cost-per-acquisition dropped by 68%. Armed with this insight from WorkMagic, TikTok confidently scaled its ad spend, achieving a 64% increase in total sales.

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