Self Financial, Inc.

The objective

Measure the impact of down-funnel conversions, partnering with Twigeo to run a geo-lift study

Self Financial, Inc. wanted to better understand TikTok’s incremental contribution to driving down-funnel conversions. To achieve this, the company partnered with TikTok and Twigeo to conduct a geo-lift study that would isolate TikTok’s influence beyond traditional attribution.

The study used GeoLift by Twigeo, an AI-powered incrementality solution designed to measure TikTok’s true performance impact. By dividing audiences into test and synthetic control groups, Self Financial, Inc. was able to quantify the platform’s incremental value while accounting for external factors such as seasonality and market shifts.

The solution

iOS-focused registration campaign driving efficient lower-funnel performance through trend-driven UGC and broad targeting

To optimize registration performance, Self Financial, Inc. launched an iOS-focused campaign targeting a broad 18+ audience. Registration was the campaign’s primary conversion objective, aligning directly with the company’s growth goals.

This campaign was the only initiative running at the time and was supported by an average daily spend of $2K.

Creative strategy was built around UGC-style content that tapped into organic TikTok trends such as “ASMR” and “What’s in my bag.” These creative formats resonated with the TikTok community while authentically communicating Self Financial’s product value.

Because the brand typically uses Singular as its MMP, other solutions such as ADC or Smart+ were not available for this campaign. TikTok’s partnership with Twigeo provided an effective alternative, enabling Self Financial, Inc. to conduct a reliable incrementality study and prove TikTok’s impact.

The results

Geo-lift study validated TikTok’s role in driving efficient lower-funnel performance

The geo-lift study clearly demonstrated TikTok’s incremental value. Over the course of the test, Self Financial, Inc. achieved a +6% incremental lift in Qualified Payments, resulting in 1,600 incremental payments.

At the same time, the company saw an in-platform cost per registration-1.5% decrease compared to the prior period. These results highlighted TikTok’s ability to drive efficient lower-funnel performance and validated its role as a scalable acquisition channel for Self Financial, Inc.

Tips & takeaways

• Validate TikTok’s true business impact. Use geo-lift or other experiment-based studies to measure incremental conversions driven by TikTok that traditional attribution methods may miss.

• Test broad and trend-driven creative. UGC content inspired by TikTok trends like “ASMR” and “What’s in my bag” can deliver authentic engagement and efficient registrations.

• Partner with measurement experts. Collaborations with partners like Twigeo can simplify test design, ensuring reliable insights into performance lift.

• Focus on full-funnel efficiency. Measure both cost per registration and qualified payments to identify TikTok’s value across the customer journey.