Learn how Carpe used WorkMagic’s Incrementality-adjusted Attribution to uncover the full value of TikTok — not just in driving direct-to-consumer (DTC) sales, but also in influencing Amazon purchases and decreasing overall CAC — ultimately enabling them to scale with confidence.
Key Takeaways:
With WorkMagic, Carpe learned the following about their TikTok investment:
95% more TikTok-driven sales than the platform reported, including an Amazon halo effect that wasn’t captured before
81% increase in new customer orders driven by TikTok
With these insights, Carpe scaled its TikTok investment and achieved: 71% more sales, 81% more new customers, and 18% lower CAC
"WorkMagic completely changed how we measure and scale TikTok's impact. Before, we were flying blind—now, we have the data to confidently scale our budget where it drives real growth. No other attribution tool comes close to WorkMagic’s accuracy and focus on incrementality-driven insights."
About Carpe
Carpe has one mission: to help people stop the sweat. Specializing in dermatologist-tested solutions for excessive sweating, Carpe provides highly effective sweat management products. The brand reaches customers through both direct-to-consumer (DTC) sales on Shopify and its Amazon storefront.
Measuring TikTok's True Influence Across Platforms
As a fast-growing brand, Carpe invested heavily in TikTok Ads as a key channel for customer acquisition and brand awareness. Their marketing team suspected that TikTok Ads were playing a larger role in their success than what platform-reported metrics indicated, but were not able to really measure it or verify their assumption.
At the same time, TikTok's native reporting only measured conversions on Shopify. What about Amazon sales? Could TikTok be driving more conversions than the numbers suggest? Without a clear view of TikTok's full impact, Carpe risked making budget decisions based on incomplete data or missing an opportunity to scale on that channel.
Leveraging Geo-based Incrementality Testing to Calibrate Attribution
To get a definitive answer, Carpe partnered with WorkMagic to run a geo-based incrementality test for their TikTok ads. Over a three-week period, the test involved a control group and a test group to compare the performance of areas with and without active TikTok ads.
Revealing the Full Impact: Direct Sales, Halo Effects, and Cross-Channel Lift
WorkMagic's incrementality testing revealed that TikTok's real impact on Carpe's sales was being significantly undercounted. Platform-reported metrics showed only part of the picture — missing TikTok's influence on DTC sales and completely overlooking its impact on Amazon (Halo Effect). In reality, TikTok was driving 95% more sales than TikTok platform reported.
These insights revealed how standard attribution models can miss key interactions across the funnel. In fact, every model Carpe tested — except WorkMagic's incrementality-based attribution— missed the whole picture: TikTok was a hidden growth engine, driving measurable results across the entire marketing ecosystem.
What Changed For Carpe
With these findings, Carpe realized they were significantly underestimating the impact TikTok was having. Armed with these insights, they made a meaningful double-digit increase in their TikTok investment. Meanwhile, WorkMagic automatically applied the results of the incrementality tests to Carpe's custom attribution model, simplifying their campaign-level and ad-level optimization.
With the experiment-backed approach to attribution, Carpe was able to optimize its TikTok strategy with confidence — and it paid off. In the three months following their lift tests, they fine-tuned their TikTok strategy and saw results that spoke for themselves:
71% increase in TikTok-attributed sales
81% increase in new customer orders
18% decrease in CAC
Carpe’s partnership with WorkMagic proved that the right measurement method makes all the difference. By validating TikTok’s full-funnel impact through geo-based incrementality testing, the team unlocked a deeper understanding of how the platform influences not just direct sales, but also halo effects on Amazon and other retail channels.