OluKai
Implementing an impressions-based attribution model to accurately capture TikTok's performance impact
The objective
Uncovering TikTok's true influence on discovery and sales
OluKai is a premium lifestyle footwear brand known for its craftsmanship and comfort, rooted in Hawaiian culture. With a strong organic and paid presence on TikTok, OluKai saw that the platform was clearly driving engagement; however, its traditional click-based models dramatically undervalued its performance on the platform.
To address this, OluKai turned to TikTok Marketing Partner Northbeam, a leader in multi-touch attribution measurement, to more accurately capture TikTok's full impact on its conversion campaigns.
The solution
Measuring what matters with a new view-through data model
When Northbeam launched its proprietary multi-touch attribution model, Clicks + Deterministic Views (CDV), OluKai put it to the test to uncover TikTok's true impact on its business. Already relying on Northbeam as its go-to partner for cross-channel attribution, OluKai saw the C+DV model as an opportunity to validate TikTok's impact, optimize ad spend, and confidently scale campaigns for growth.
TikTok's strength lies in reaching audiences at scale through view-driven content, making it a performance driver for brands like OluKai. However, without impression-level tracking, key upper-funnel conversions went unrecognized, giving the team hesitation to scale spend. Before its TikTok view-through integration, TikTok data on the Northbeam platform was attributed based solely on click-based conversions.
The results
From clicks-only to clarity
With Northbeam's Advanced MTA integration with TikTok, OluKai had tangible proof that TikTok was not just a source of engagement, but also a driver of measurable outcomes.
Across all of its paid campaigns, OluKai saw an average 316% increase in attributed revenue on TikTok when using C+DV compared to click-only models. After incorporating impression data, TikTok ROAS increased by 4.33 times, showing a far greater return on spend than previously captured. Additionally, its new customer percentage increased by up to 12.9%, highlighting TikTok's ability to drive meaningful customer acquisition.
With a deeper, more accurate view of TikTok's impact, OluKai not only proved the platform's value, but also gained the confidence to scale investment.
Northbeam's measurement unlocked the confidence to scale. With a more accurate view of performance, TikTok shifted from an experimental channel to a high-return engine for growth.