Nordic Naturals set out to expand household penetration and drive incremental growth across its omnichannel business, with Amazon representing a meaningful share of total revenue.
The brand adopted a Web Traffic–led discovery strategy designed to expand reach and attract high-intent wellness consumers. While campaigns directed traffic to DTC, Nordic Naturals understood that purchase behavior frequently occurred downstream on Amazon.
To determine whether TikTok was driving true incremental revenue across the business — regardless of where conversion occurred — Nordic Naturals partnered with WorkMagic to run a pause-to-measure geo lift test designed to minimize disruption to active campaigns.
“As an omnichannel brand, understanding off-platform impact is critical. Through our collaboration with Code3 and WorkMagic, we were able to measure TikTok’s true contribution to Amazon sales and confirm its role as a scalable incremental growth driver.”
About Nordic Naturals
Nordic Naturals is a leading wellness and supplements brand with a strong direct-to-consumer presence and a significant Amazon sales mix. As an omnichannel business, media-driven demand frequently converts across multiple commerce environments.
With increasing investment in scalable discovery channels, the team sought greater clarity into how upper- and mid-funnel media influenced downstream purchase behavior.
An omnichannel growth strategy exposed a measurement gap
Nordic Naturals’ objective was clear: expand household penetration and drive incremental revenue across both DTC and Amazon.
In collaboration with TikTok and Code3, the brand adopted a Web Traffic–led strategy intentionally designed to prioritize incremental reach and new customer acquisition, meaning their campaigns were built to stimulate discovery rather than optimizing toward last-click ROAS.
That strategic direction introduced a measurement tension.
While traffic was directed to DTC, a meaningful portion of purchase behavior historically occurred on Amazon. Off-platform purchases — particularly on Amazon — would not be accurately reflected in pixel- or click-based attribution frameworks.
To validate whether the strategy was truly driving incremental business impact, the team required a causal measurement approach.
A pause-to-measure lift test established TikTok’s performance
Nordic Naturals partnered with WorkMagic to implement a pause-to-measure geo lift test to isolate TikTok’s incremental impact across both DTC and Amazon.
To minimize disruption, the test selectively paused TikTok activity in representative markets while maintaining delivery elsewhere. By comparing exposed and paused regions in real time, the study created a live test-and-control framework within the brand’s existing media mix.
Discovery on TikTok translated into measurable downstream revenue.
The Nordic Naturals team had their answers within 3 weeks.
Incremental Revenue from TikTok Quantified at 1.94×
The geo lift test confirmed that TikTok delivered a 1.94× incremental ROAS.
For every $1 invested in Web Traffic campaigns, Nordic Naturals generated $1.94 in incremental revenue across the business. Because the methodology compared exposed and paused markets while accounting for baseline demand and channel overlap, the measured impact reflects sales that would not have occurred without TikTok advertising.
Confirmation of TikTok's impact on Amazon Sales
Within that incremental revenue, the distribution of impact revealed a clear pattern: most of Nordic’s of incremental revenue had occurred on Amazon.
Although campaigns directed traffic to DTC, the overwhelming majority of incremental purchase behavior materialized downstream on Amazon. Without measuring the halo effect, 98% of TikTok’s impact had been underreported as compared to standard attribution.
This outcome aligned with Nordic Naturals’ omnichannel sales mix and confirmed that discovery and transaction frequently occur in separate environments.
The Web Traffic strategy generated incremental demand that ultimately converted where customers preferred to complete their purchase.
TikTok’s New Customer Efficiency Confirmed
The strategy was intentionally structured to expand household penetration, and the results supported that objective.
34.7% of incremental orders came from new customers, demonstrating that TikTok’s impact extended beyond capturing existing demand. Broad targeting and incremental reach translated into measurable new customer growth across the business.
The lift test repositioned TikTok from an upper-funnel awareness channel to a validated driver of incremental Amazon revenue and customer acquisition.
By quantifying both incremental ROAS and the 99.6% halo effect, Nordic Naturals gained clarity into how discovery-led Web Traffic campaigns contribute across its full commerce ecosystem. With a causal baseline established, the team could evaluate and scale TikTok investment with confidence.