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Nutrimuscle

Highlighting TikTok performance contribution for Nutrimuscle by challenging click-based attribution model

nutrimuscle land
x5
Channel revenue growth
+8 %
Return On Ad Spend
+18 %
Conversions growth YOY

Objective



Nutrimuscle is a French company founded in 1993 and specialised in sport supplements. Nutrimuscle has always been driven by the desire to offer qualitative products to their clients with a clear focus on transparency regarding the different components and solutions they are selling.


Just as for their products composition, transparency is also a key topic when it comes to their media strategy and the results it generates. That’s why Nutrimuscle decided to use Fospha’s measurement solutions in order to gain visibility and comprehension regarding their full-funnel performances and challenge Google Analytics’s click-based modelling. Trusting the experts at Ad's Up Consulting, they found it was worth checking... Spoiler, it was indeed worth it!







Solution


Indeed, last click attribution models clearly untapped TikTok advertising potential and didn’t offer Nutrimuscle an exhaustive view on the real performance of their ads, specially the TikTok ones.


Concretely, if we take a moment to analyse Nutrimuscle S1 2024 figures, we observed that Google analytics was only able to capture 0,8% of revenue driven by TikTok which left Nutrimuscle with a blind spot of 99% of their TikTok performance…


Thanks to Fospha’s data, Nutrimuscle and their media agency Ad's up Consulting were able to have a better understanding of TikTok Ads performance and hence move forward with a more accurate budget allocation. Thus, Nutrimuscle decided to scale their spend on TikTok by 390% over 6 months, tripling TikTok’s percentage share of total spend.



Results


Channel revenue growth met an astounding 5X boost while having a ROAS increase by 8%, which shows a strong revenue efficiency. Fospha’s data also highlighted a total conversions growth of 18% YOY for S1 2024 (June - January) including 10% growth for new conversions as Nutrimuscle reaches more first-time customers.


This impressive YOY growth in conversions was mainly driven by TikTok Ads as we observed that 60% of TikTok conversions were first-time customers.


In fine, it is crucial for advertisers to challenge click-based attribution models to avoid missing-out strategic opportunities offered by high potential impressions-based channels such as TikTok.




"By challenging the click-based attribution model, the collaboration between Nutrimuscle and Ad's up Consulting has revealed the true impact of TikTok advertising. Thanks to this innovative approach, we have been able to refocus our media strategy and maximise our growth and performance."

Maëlle Cohen, Social Ads Manager at Ad's up Consulting

Since we first started using TikTok, we have seen its potential; today, it enables us to grow our business and, more importantly, to have a new and younger audience with a very interesting CAC. With Fospha's advanced measurement tools, we've been able to accurately demonstrate just how effective TikTok is for Nutrimuscle

Zineb Ettamri
Head of Acquisition Nutrimuscle