NOBULL
Leveraging TikTok Shop audiences across Web and GMV Max to drive overall sales across both channels.
The objective
Prove TikTok’s role as a performance driver while identifying a more effective, commerce-first growth strategy
NOBULL came to TikTok with the goal of increasing overall sales, initially prioritizing website conversions. However, its internal reporting relied heavily on last-touch attribution, which undervalued TikTok’s contribution relative to other channels. Despite strong in-platform performance, the team was hesitant to scale investment and questioned whether driving users directly to site through TikTok was the most effective path to growth.
The objective was to demonstrate TikTok’s ability to drive meaningful, incremental performance for NOBULL and identify a more effective commerce strategy beyond traditional website-first activation.
The solution
Shift to Shop-first strategy powered by GMV Max
To better capture TikTok’s full impact and reduce friction in the conversion journey, the team evaluated TikTok Shop as an opportunity to convert users within the platform.
After onboarding to TikTok Shop, NOBULL shifted to a Shop-first strategy and launched GMV Max campaigns to drive lower-funnel performance directly within the TikTok ecosystem. GMV Max is our leading automated solution designed to drive incremental GMV across the entire TikTok Shop ecosystem, including paid, organic, and affiliate channels.
NOBULL then created TikTok shop activity audiences in TikTok Ads Manager, which they retargeted with their web ads campaigns. This allowed the brand to extend performance gains beyond Shop while maintaining efficiency.
The results
Stronger efficiency and increased investment across TikTok Shop and Web
GMV Max campaigns consistently surpassed a 1.3x ROI target, validating TikTok Shop as an efficient lower-funnel driver. By retargeting TikTok Shop audiences to support website conversions, NOBULL achieved a 63% month-over-month reduction in cost per web conversion and a 24% month-over-month increase in GMV Max ROI.
As confidence in performance grew, the team increased GMV Max investment by 169% month over month and scaled website investment by 45% month over month, reinforcing TikTok’s role as both a direct commerce and broader performance driver.