Anastasia Beverly Hills
+22%
Meta ROAS
Step 1
The Problem
ABH needed to scale TikTok as a demand driver without cannibalizing margins through TikTok Shop. Previous in-platform commerce had hurt brand perception and margin structure. The challenge: use TikTok for upper-funnel demand while keeping all conversions on ABH.com where margins were intact.
Step 2
Our Approach
We built a UGC-first creative system (tutorials, GRWM, product reactions, shade tests, before/after) optimized for reach, ROAS impact, and qualified traffic. Wayfinder AI tracked cross-platform attribution signals to connect TikTok brand reach to downstream Meta and Google conversions, proving halo effect value.
Wayfinder AI in Action
Cross-Platform Halo Effect Tracking
Wayfinder AI correlated TikTok brand reach spikes with downstream Meta and Google conversion lifts, proving TikTok's true contribution beyond last-click.
Step 3
The Impact
Meta ROAS increased 22% as TikTok-driven demand lifted conversion rates across all channels. Brand perception remained premium with zero TikTok Shop dependency.
+22%
Meta ROAS
Return on Ad Spend
Performance Timeline
How We Tracked It
Multi-touch attribution combining TikTok pixel data with Meta Conversions API and Google Analytics 4 assisted conversion paths. Cross-platform halo measured via time-series correlation analysis.
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