Elijah's Xtreme Hot Sauce

The objective

Fueling new customer GMV through innovative measurement

Elijah’s Xtreme®, a family-owned hot sauce brand known for its small-batch blends of bold flavor and intense heat, has focused on expanding its customer base through TikTok. Starting with Web Ads and later shifting to a Shop-first strategy, the brand has seen TikTok rapidly become its top driver of GMV..

Recognizing TikTok’s unique power as a discovery engine, Elijah’s set out to better understand the full impact of their TikTok Shop campaigns both on-platform and off. While their GMV Max campaigns are optimized to drive TikTok Shop sales, the team wanted to know how these efforts might also influence broader brand demand, including website purchases.

The solution

Unlocking the full picture of TikTok performance with Post Purchase Survey

The team turned to a Post-Purchase Survey (PPS), a simple but powerful tool that asks website customers how they first discovered the brand.

Through this survey, Elijah’s was able to bridge a critical visibility gap that traditional reporting couldn’t capture. Despite not running any TikTok campaigns that directly drive users to their website, the results revealed that more than 55% of website purchasers said they discovered Elijah’s on TikTok. This insight paints a much fuller picture of TikTok’s role in the customer journey, demonstrating that the platform’s influence extends far beyond last click attribution or direct conversion paths.

The findings highlight why Post-Purchase Surveys are such an effective complement to performance data. They enable advertisers to quantify the discovery and consideration impact of TikTok, value that’s often invisible when relying solely on platform analytics or third-party attribution tools. For Elijah’s, this meant validating that their TikTok Shop investment was not only driving GMV within TikTok’s ecosystem but also fueling measurable demand across their owned channels.

The results

Finding efficient scale through measured outcomes

These insights allowed Elijah’s to scale confidently, knowing TikTok was driving both Shop and website sales. With Post-Purchase Surveys, they optimized spend and creative with precision, maximizing impact across channels.

By integrating PPS insights into their measurement strategy, Elijah’s now has a more complete understanding of TikTok’s contribution to their overall business. It reinforces the importance of capturing self-reported discovery data to uncover the “halo effect” of TikTok, where exposure on the platform drives intent and purchase behavior long after the initial view. For brands looking to assess TikTok’s true performance impact, Elijah’s results show that pairing campaign data with Post-Purchase Surveys offers a clear and actionable path to proving incremental value.

Tips & takeaways

• Pair campaign data with customer insights. Use Post-Purchase Surveys to uncover how TikTok influences discovery and conversions beyond last-click metrics.

• Validate TikTok’s halo effect. Measure not just in-platform sales, but how TikTok exposure drives traffic and purchases across other owned channels.

• Let data guide optimization. Use survey results to refine creative and budget decisions, ensuring campaigns align with true customer behavior.

• Adopt a measurement mindset. Combine automation tools like GMV Max with qualitative insights to scale efficiently and understand full-funnel impact.