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+29% blended daily revenue with TikTok Shop measurement

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Unlocking Growth with TikTok Shop Measurement

29%

uplift in AOV

13%

increase in blended average daily ROAS

Give Me Cosmetics is a TikTok-first cosmetics brand, which quickly soared to popularity with their cruelty-free haircare and skincare lines. However, like many advertisers, they lacked visibility into how their TikTok Shop activity was influencing sales across channels — especially DTC. By integrating TikTok Shop into Fospha, they gained a full picture of their TikTok ad performance, unlocking significant performance gains and the confidence to scale.

Table of Contents

The Problem The Solution Phase 1 Phase 2 The Results The Science

Before using Fospha, Give Me Cosmetics relied on TikTok Ads Manager (TTAM) and TikTok Shop analytics — but these tools couldn’t track how TikTok Shop ads influenced sales that occurred outside of the TikTok ecosystem (e.g., on their DTC site).

As a result, the impact of TikTok Shop was significantly undervalued, limiting investment confidence and spend growth.

Sweaty Betty joined the beta for Fospha's new measurment solution Glow.

Most measurement tools today rely on correlation. They can tell marketers that two things happen at the same time, but not whether one caused the other. This leaves teams stuck with assumptions, unable to justify or optimize brand budgets in ways that resonate with finance leaders.

Glow is different. It applies Bayesian network modeling to uncover true cause and effect between brand spend, signals and outcomes, giving marketers a level of precision that moves beyond correlation.

By tracing how investment drives immediate changes in leading indicators — such as engaged visits and branded search — and how these in turn predict downstream outcomes like conversions and average order value, Glow provides a definitive view of what actually drives revenue, not just what happens alongside it.

This approach provides marketers with early, actionable proof that brand investment is working, and how it drives long-term business impact.

When Bayesian network modeling was applied to Sweaty Betty’s data, the analysis confirmed engaged visits and branded search impressions were sensitive early signals linked to awareness activity.

This gave Sweaty Betty a measurable, short-term proof of brand impact, enabling them to validate performance without waiting months for sales uplift to appear.

Fospha’s integration with TikTok Shop filled the measurement gap. It is the only platform that connects TikTok Shop ads with outcomes across TikTok Shop, DTC, and even Amazon — giving Give Me Cosmetics a unified source of truth across all their sales channels. This revealed that TikTok Shop drove 29% higher ROAS than was previously measurable.

With Fospha, Give Me Cosmetics was able to:

See how TikTok Shop ads drove DTC purchases (not captured in TTAM)
Understand true cross-channel ROAS and cost efficiency
Prove the impact of TikTok Shop ads beyond just Last Click attribution

The results:

29%

uplift in AOV

13%

increase in blended average daily ROAS

"Halo really helps us with overall with event planning, campaign planning, and investment choices. It provides data that previously was a gap for us, so we can better plan an promote a key sales channel"

Calvin Lammers

SVP Digital & Media

How it works

Step 1) Ingest TikTok Shop Data: Fospha ingests TikTok Shop orders and ad data to reveal conversions invisible to Google Analytics.

Step 2) Identify Ads-driven vs. Organic Sales: Once TikTok Shop orders are ingested, we match them against TikTok Shop Ads data to identify which sales were driven by paid campaigns—and which came through organically.

Step 3) Measure Full TikTok Shop Ads Impact: Fospha feeds TikTok Shop ad impressions into Fospha’s Daily MMM—so you can uncover the unified, cross-channel impact of TikTok Shop Ads on DTC, Amazon, and TikTok Shop sales.

By integrating TikTok Shop data into your model, Fospha unlocks the full picture of TikTok’s impact—not just within TikTok, but across DTC and Amazon too. For Give Me Cosmetics, this complete view of their performance was the key to unlocking growth.

Fospha’s unique ability to measure the “Halo effect” of TikTok Shop ads — showing how impressions influence not only in-app purchases but also website and Amazon conversions — has given them a competitive edge no other platform can offer.

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With the confidence that Fospha’s data gave them, Give Me Cosmetics scaled baseline daily TikTok Shop ad spend by 73%. Both efficiency and revenue saw improvements: