Most brands undervalue CTV. Not because it doesn’t work — but because they’re looking for its results in the wrong place. A leading personal care brand tested Universal Ads across their omnichannel business (DTC, Amazon, retail, TikTok Shop). What they found: • 7.0× iROAS across the business • 7.0% incremental lift • 44% of orders from new customers • 95% of incremental orders happened outside Shopify That last one changes everything. If they had looked at DTC alone, they would have missed nearly all of CTV’s impact. → Amazon captured the majority of conversions → Retail and TikTok Shop picked up the rest → Shopify told only a fraction of the story Once halo was included: • iROAS was 4.8× higher than DTC-only reporting • CPA dropped by ~95% Same campaigns. Completely different conclusion. With awareness channels like CTV, the right question isn't: “Is it working on Shopify?” It’s: “What is it driving across the entire business?”

First-order profitability is becoming the north star for brands — and TikTok delivers. 58% of orders come from new customers, with an AOV that’s 46% higher than average. Get more insights to guide your TikTok budget planning — link below.

Imagine a world where finance, marketing, and ops are all reading from the same playbook. No competing models. No “your numbers vs mine.” Just one shared view of what happens next. That’s what happens when MMM is grounded in incrementality 👇 • Finance signs off on revenue with confidence • Marketing knows exactly where to scale • Ops can prepare before demand hits CAC isn’t debated — it’s implied by marginal returns. Budgets aren’t political — they’re modeled. We’ve seen it: • IndaCloud reallocated spend mid-quarter in minutes • David Protein scaled across DTC, Amazon, and retail with aligned forecasts When your model reflects causal impact, planning stops being a negotiation — and starts driving the business.