Waldo's: Neither analytics tool could see TikTok working. A geo-lift could.

Case studies · done with Services · Measurement

+7.1%total sales, with no extra budgetGeo-lift · Mexico · 10% of media mix shifted to TikTok

What we found

Google Analytics and TikTok's own reporting showed no clear conversions from TikTok, and last-click could not see the channel at all. The geo-lift found a 7.1% lift in total revenue from shifting 10% of the existing media mix into TikTok — no new money, just a reallocation. TikTok is now a permanent part of Waldo's performance mix, and the lift result calibrates the MMM that plans the rest of the budget.

Method

01
We split regions of Mexico into exposed and control groups and ran TikTok campaigns in the exposed regions only.
02
We compared total sales — not platform-reported conversions — between the two groups to isolate the incremental effect.
03
We then used the geo-lift result to calibrate Waldo's marketing-mix model, so budget allocation runs on measured incrementality rather than last-click.

Run this test on your own account.

Start on EPYC →The growth operating system for your media: plan, run, measure, and improve every campaign from one place. Take it for a spin, on us.The platform Book a call →We run the models, design the experiments, and, if you want, your media too. You get the results. Thirty minutes with someone who does the work, not someone who sells it.The platform, humans included