Makeup Mekka

The objective

Moving beyond last-click to reveal true impact

Makeup Mekka has been advertising on TikTok since 2022, but struggled to scale performance to the level of its other social channels. The primary challenge has been measuring true performance effectively.

Relying on last-click attribution via Google Analytics 4 offered only a limited, and increasingly outdated, view of TikTok's contribution. This method consistently undervalued TikTok’s impact on conversions, as it failed to account for the platform's role in upper- and mid-funnel engagement.

Despite strong internal belief in TikTok’s potential, especially given its relevance to a younger audience, leadership required clearer data to justify increased investment. To truly understand TikTok’s business value, Makeup Mekka needed a measurement approach that captured performance across the full customer journey.

The solution

Partnering with TikTok and Fospha for holistic attribution

Through close collaboration with TikTok, Makeup Mekka began using Fospha, a multi-touch attribution solution introduced as part of TikTok’s measurement partner program.

With support from TikTok, Fospha was integrated across all relevant platforms, including Google Analytics and the brand’s e-commerce system, providing a broader, unified data set. Even during a short testing period, Makeup Mekka was able to re-evaluate historical performance and understand TikTok’s true role in influencing customer behavior.

This new lens allowed the brand to move beyond incomplete attribution models, enabling more accurate budgeting and strategic media mix decisions, built on real, cross-channel impact rather than last-touch assumptions.

The results

Major gains across markets

Fospha’s multitouch attribution gave MM a clear view of how to allocate their marketing budget for maximum return. The impact of TikTok was especially clear, with strong improvements after implementation (Dec ‘24 vs. Jan ‘25):

• +84% increase in TikTok ad spend in Norway

• +97% uplift in ROAS, nearly doubling return on ad spend

• -35% decrease in Customer Acquisition Cost (CAC)

• -50% decrease in Cost Per Purchase (CPP)

• +260% growth in sales revenues attributed to TikTok

The brand now makes weekly media optimizations based on estimated ROAS and CAC, fueling a more agile, data-led strategy. From Q1 in 2024 to Q1 in 2025, Makeup Mekka’s ad spend on TikTok has grown by 400%, directly driven by the improved data foundation they now rely on.