How True Classic Achieved ROAS Breakthroughs on TikTok with WorkMagic's Insights into Incrementality, Halo Effect, and MMM

How True Classic Achieved ROAS Breakthroughs on TikTok with WorkMagic's Insights into Incrementality, Halo Effect, and MMM

February 1, 2025

February 1, 2025


True Classic, a rapidly growing menswear brand, faced the challenge of measuring TikTok's true impact on its sales, especially since much of TikTok's influence was through view-through actions. With WorkMagic's automated incrementality testing and attribution solutions, the team was able to capture the full extent of TikTok's impact, uncovering hidden insights such as its halo effects on Amazon and cross-channel impact on organic search. These findings empowered True Classic to scale its advertising profitability and prepare confidently for its growth in 2025 and beyond.



Key Takeaways:

With WorkMagic, True Classic gained the following insights:

  • The true impact of their TikTok ads was 74% higher than the results from any-click attribution and 16% higher than the platform-reported figures. Notably, 12% of TikTok's impact extended as a halo effect on Amazon sales.

  • TikTok ads significantly increased brand search activity, driving 19% more search-driven traffic and resulting in higher purchase rates.

  • Using the incrementality-calibrated return diminishing curve (MMM), True Classic discovered that increasing TikTok ad spend to the optimal level could drive a 64% increase in sales.


True Classic, a rapidly growing menswear brand, faced the challenge of measuring TikTok's true impact on its sales, especially since much of TikTok's influence was through view-through actions. With WorkMagic's automated incrementality testing and attribution solutions, the team was able to capture the full extent of TikTok's impact, uncovering hidden insights such as its halo effects on Amazon and cross-channel impact on organic search. These findings empowered True Classic to scale its advertising profitability and prepare confidently for its growth in 2025 and beyond.



Key Takeaways:

With WorkMagic, True Classic gained the following insights:

  • The true impact of their TikTok ads was 74% higher than the results from any-click attribution and 16% higher than the platform-reported figures. Notably, 12% of TikTok's impact extended as a halo effect on Amazon sales.

  • TikTok ads significantly increased brand search activity, driving 19% more search-driven traffic and resulting in higher purchase rates.

  • Using the incrementality-calibrated return diminishing curve (MMM), True Classic discovered that increasing TikTok ad spend to the optimal level could drive a 64% increase in sales.


True Classic, a rapidly growing menswear brand, faced the challenge of measuring TikTok's true impact on its sales, especially since much of TikTok's influence was through view-through actions. With WorkMagic's automated incrementality testing and attribution solutions, the team was able to capture the full extent of TikTok's impact, uncovering hidden insights such as its halo effects on Amazon and cross-channel impact on organic search. These findings empowered True Classic to scale its advertising profitability and prepare confidently for its growth in 2025 and beyond.



Key Takeaways:

With WorkMagic, True Classic gained the following insights:

  • The true impact of their TikTok ads was 74% higher than the results from any-click attribution and 16% higher than the platform-reported figures. Notably, 12% of TikTok's impact extended as a halo effect on Amazon sales.

  • TikTok ads significantly increased brand search activity, driving 19% more search-driven traffic and resulting in higher purchase rates.

  • Using the incrementality-calibrated return diminishing curve (MMM), True Classic discovered that increasing TikTok ad spend to the optimal level could drive a 64% increase in sales.

“TikTok’s attribution and reporting challenges made it difficult to measure its true impact, leaving us to consider pausing the platform entirely. By running a test with WorkMagic, we not only uncovered TikTok’s incremental impact on our DTC site but also revealed its halo effect on Amazon. This discovery fundamentally shifts how we view TikTok—as a scalable, high-impact channel.”

“TikTok’s attribution and reporting challenges made it difficult to measure its true impact, leaving us to consider pausing the platform entirely. By running a test with WorkMagic, we not only uncovered TikTok’s incremental impact on our DTC site but also revealed its halo effect on Amazon. This discovery fundamentally shifts how we view TikTok—as a scalable, high-impact channel.”

“TikTok’s attribution and reporting challenges made it difficult to measure its true impact, leaving us to consider pausing the platform entirely. By running a test with WorkMagic, we not only uncovered TikTok’s incremental impact on our DTC site but also revealed its halo effect on Amazon. This discovery fundamentally shifts how we view TikTok—as a scalable, high-impact channel.”

Bryan Cano, Head of Marketing at True Classic

About True Classic

About True Classic

About True Classic

Founded in 2019, True Classic has redefined menswear with its soft, affordable, and perfectly fitted premium tees that resonate with everyday style and comfort. With rapid growth and a loyal customer base, the brand reached an impressive $250 million in revenue by 2023, selling through its direct-to-consumer (DTC) website and Amazon.


The Challenge

The Challenge

The Challenge

Measuring TikTok's true contribution across Shopify and Amazon

Over the past year, True Classic has increased its investment in TikTok, seeing strong impressions on the platform. While the brand observed an overall increase in sales during the TikTok campaign period, the team was uncertain about the exact magnitude of TikTok's impact. Quantifying TikTok's true return on investment has been challenging as much of its influence came from view-through actions, which are difficult to capture by traditional measurement solutions. This uncertainty made the team hesitant to commit more budget to the platform in 2025.

To address this, True Classic partnered with WorkMagic to 1) measure the true ROI of their TikTok spending and 2) determine the optimal budget allocation strategies for the future.

The Solution

The Solution

The Solution

WorkMagic's automated incrementality testing solution

Bryan, the Head of Marketing at True Classic, explored various measurement solutions and ultimately chose WorkMagic for its seamless approach to running incrementality testing. Within just a week, TrueClassic was ready to launch its first test. WorkMagic automated every step of the process from selecting test designs to applying holdouts, monitoring test progress, analyzing results, and removing holdout groups upon test completion. In just three weeks, True Classic received their test results.

The Results

The Results

The Results

Understanding TikTok's incremental impact on sales

Through WorkMagic's incrementality test results and Attribution Comparison dashboard, True Classic was able to quantify the real value of their TikTok Ads, including the lift in Shopify orders and the impact on Amazon——the halo effect overlooked by ad platform reporting and click-based attributed models.


  • Shopify Lift: TikTok ads drove a 2.66% lift in Shopify orders, which is higher than what ad platform and click-based attribution reported.

  • Halo Effect on Amazon: 12% of TikTok's impact was driven by its halo effect on Amazon sales, which was overlooked by both TikTok's attribution and click-based attribution

  • Total Order Boost: When combining Shopify and Amazon, TikTok was actually driving 15% more orders than previously believed based on ad platform reporting and 551% more orders than the last-click model attributed.

Incrementality-adjusted Metrics

Based on the test results, WorkMagic recalculated True Classic's incremental return on ad spend (iROAS), incremental cost per order (iCPO), and incremental cost per acquisition (iCPA). These recalibrated metrics provided the team with a reliable and accurate baseline for 2025 budget planning and sales forecasting. To Bryan's surprise, for example, the analysis revealed that any-click attribution underestimated their ROAS by 42%, demonstrating the importance of incrementality-based insights for media planning.



Cross-channel Impact

True Classic also identified TikTok's cross-channel impact on Google organic search and Email & SMS. For example, 18.77% of orders attributed to organic search under a last-click model, were actually driven by TikTok. The finding emphasized TikTok's strong upper-funnel influence and its value in driving multi-channel success, helping True Classic refine its broader marketing strategy for profitability.



What Changed for True Classic?

Previously, based on click-based attribution data, Bryan was considering turning off TikTok's ad spending. However, after using WorkMagic, Bryan found that TikTok's actual iROAS was 74% higher than the ROAS reported based on clicks, exceeding their ROI threshold. This new insight led Bryan to increase TikTok's daily ad budget, which, in turn, drives meaningful growth.


In addition, based on the incrementality testing results, WorkMagic provided an incrementality-calibrated return diminishing curve (MMM) that indicates the optimal daily spend for TikTok Ads to maximize ROAS, iROAS, and POAS, as well as the most effective spending across channels under two scenarios: 1) maintaining the same total budget with an expected 4% ROAS increase, and 2) adding more budget to achieve a 64% revenue boost.



These insights empowered True Classic to refine its strategy and optimize spending across its marketing channels. Next, WorkMagic developed an incrementality testing plan that would help True Classic holistically measure its marketing efforts across Meta, Google, and the emerging channel AppLovin.


“WorkMagic’s platform combines automated incrementality testing, data-driven attribution (DDA), and MMM to deliver science-backed recommendations, enabling us to scale smarter and more profitably with confidence."

Bryan Cano, Head of Marketing at True Classic


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