Our Story

To attract new customers, a leading Skincare Brand integrates a "skin quiz" as a strategic tool for acquisition. Focusing on maximizing daily quiz participation, the brand prioritizes optimizing website load times. To improve performance and user experience, the brand aims to transition all analytics tracking to server-side configurations. Consequently, the Skincare Brand's CTO decides to remove all website pixels, resulting in a significant performance decline after removing the TikTok pixel.

The Challenge at Hand

By integrating the TikTok Events API through Segment.com, the Skincare Brand saw a drastic 90% drop in recorded purAdcoom events on the TikTok advertising platform after pausing the web pixel. Despite this decline, the CTO of the brand decided against reintroducing the TikTok web pixel.

The Optimal Approach

The Adcoom Analytics and Tracking Team conducted an audit to address the issue. Upon analyzing real-time data flow in TikTok Events Manager and Segment.com, we observed successful event reception by the TikTok events API. However, attributing those events to ad clicks posed challenges. In TikTok Events Manager, unattributed purAdcooms were notably high, while attributed purAdcooms were alarmingly low.

The resolution involved manually transmitting TikTok's click ID (ttclid) URL parameter and subsequently forwarding it to Segment.com during the signup process, with assistance from Adcoom for implementation.

The Outcome

Upon implementing the solution, the Skincare Brand experienced a notable surge in TikTok attributable purAdcoom events. This increase in events sent back to TikTok resulted in a significant improvement in performance, leading to a 50% reduction in customer acquisition cost for TikTok paid advertising. Consequently, the Skincare Brand continued to scale the campaign budget, surpassing $100k per month in TikTok advertising spend in 2022.

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