OluKai Discovers TikTok’s True Impact on Sales
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The Missing Link Between TikTok and Sales
OluKai, a premium lifestyle footwear business rooted in Hawaiian culture, wanted to understand the real impact TikTok was having on its growth beyond top-of-funnel engagement.
Despite strong organic and paid engagement on TikTok, traditional attribution models dramatically undervalued the channel’s influence on revenue and customer acquisition.
By implementing Northbeam’s Clicks + Deterministic Views (C+DV), OluKai captured TikTok’s full view-driven impact—transforming it from an engagement channel into a measurable, high-return growth driver.
Last-click Models Undervalued TikTok
TikTok’s strength lies in reaching audiences through view-driven content, but click-based attribution failed to capture how impressions influenced conversions.
Without impression-level tracking, key upper-funnel impact went unrecognized, creating hesitation to scale investment.
OluKai needed a more accurate measurement model to evaluate TikTok alongside other performance channels with confidence.
Measure What Matters with Deterministic View Data
OluKai adopted Northbeam’s Clicks + Deterministic Views (C+DV), a multi-touch attribution model that deterministically connects impressions to outcomes across channels.
This enabled TikTok impression data to be evaluated beyond clicks, revealing the channel’s true contribution to conversions, ROAS, and new customer acquisition—and giving the team a clearer lens for optimization and scaling.
True Impact Unlocked
Quantitative impact
• 316% increase in attributed revenue on TikTok
• 4.3X increase in ROAS
• 11% lift in new customer percentage
Qualitative impact
Clear proof that TikTok drives both discovery and sales Confidence to scale TikTok investment using verified view-based attribution Stronger alignment between engagement metrics and business outcomes
It’s time to take your marketing to the next level.
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