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How Sallve Harnessed Full-Funnel Measurement to Drive Efficient Growth on TikTok

Industry

Headquarters

Employees

Discovered TikTok ROAS was 24X higher than Last Click reported

+40%

TikTok revenue

+19%

higher TikTok ROAS

-17 %

TikTok CPA

After entering the Brazilian market in 2018, Sallve quickly won over skincare enthusiasts with their colorful packaging and innovative products. As a young, digitally-native brand, TikTok was a natural fit and the channel soon became a core component of their marketing mix. Yet, while their TikTok success grew, they lacked a clear understanding of its contribution to overall sales, posing a significant measurement challenge.

Table of Contents

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

Sallve knew TikTok was bringing in more sales and revenue than their last-click reporting showed. But without clear numbers, they struggled to know how much to invest in the channel as they grew and how to optimize budget across TikTok campaigns and ad sets.

In May 2024, Sallve partnered with Fospha to overcome this measurement hurdle. Fospha's advanced platform, combining ML attribution with daily marketing mix modeling (MMM), finally gave them the full-funnel view of their marketing that they needed.

The data revealed a staggering truth: TikTok's ROAS was 24 times higher than last-click measurements indicated. Armed with this data and granular daily insights, Sallve could confidently scale their TikTok campaigns and optimize budget allocation across campaigns and ad sets to optimize performance.

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The results:

+40%

TikTok revenue

+19%

higher TikTok ROAS

-17 %

TikTok CPA

"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

Within just one month of using Fospha to inform their marketing mix and optimize their TikTok strategy, Sallve saw a remarkable 40% increase in revenue generated through TikTok. Furthermore, within 60 days, optimized budget allocation driven by Fospha’s insights led to a 19% increase in TikTok ROAS and a 17% reduction in TikTok cost per acquisition, demonstrating significant efficiency gains.