Resources

Unlocking growth with TikTok Shop measurement

Industry

Headquarters

United Kingdom

Employees

50+

+29%

blended daily revenue

+13%

increase in blended average daily ROAS

Give Me Cosmetics is a TikTok-first cosmetics brand, which quickly soared to popularity with their cruelty-free haircare and skincare lines.

However, like many advertisers, they lacked visibility into how their TikTok Shop activity was influencing sales across channels, especially on their .com website. By integrating TikTok Shop into Fospha, they gained a full picture of their TikTok ad performance, unlocking significant performance gains and the confidence to scale.

Table of Contents

The Problem The Solution The Results The Science

The Problem

Before using Fospha, Give Me Cosmetics relied on TikTok Ads Manager (TTAM) and TikTok Shop analytics, but these tools couldn’t track how TikTok Shop ads influenced sales that occurred outside of the TikTok ecosystem (e.g., on their .com site).

As a result, the impact of TikTok Shop was significantly undervalued, limiting investment confidence and spend growth.

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The Solution

Fospha’s integration with TikTok Shop filled the measurement gap. It is the only platform that connects TikTok Shop ads with outcomes across TikTok Shop, DTC, and even Amazon, giving the Give Me Cosmetics team a unified source of truth across all their sales channels. This revealed that TikTok Shop drove 29% higher ROAS than was previously measurable.

With Fospha, Give Me Cosmetics was able to:

See how TikTok Shop ads drove DTC purchases (not captured in TTAM)
Understand true cross-channel ROAS and cost efficiency
Prove the impact of TikTok Shop ads beyond just Last Click attribution

With the confidence that Fospha’s data gave them, Give Me Cosmetics scaled baseline daily TikTok Shop ad spend by 73%. Both efficiency and revenue saw improvements:

+29% increase in blended daily average revenue
+13% increase in blended average daily ROAS
+56% YoY ROAS growth (March & April 2025 vs 2024)

The results:

+29%

blended daily revenue

+13%

increase in blended average daily ROAS

"Fospha gave us the data confidence we needed. For the first time, we could clearly see how our TikTok Shop spend was influencing performance across our business."

Phoebe Powell

Paid Social Strategist

How it works

Step 1) Ingest TikTok Shop Data: Fospha ingests TikTok Shop orders and ad data to reveal conversions invisible to Google Analytics.

Step 2) Identify Ads-driven vs. Organic Sales: Once TikTok Shop orders are ingested, we match them against TikTok Shop Ads data to identify which sales were driven by paid campaigns—and which came through organically.

Step 3) Measure Full TikTok Shop Ads Impact: Fospha feeds TikTok Shop ad impressions into Fospha’s Daily MMM—so you can uncover the unified, cross-channel impact of TikTok Shop Ads on DTC, Amazon, and TikTok Shop sales.

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By integrating TikTok Shop data into your model, Fospha unlocks the full picture of TikTok’s impact—not just within TikTok, but across DTC and Amazon too. For Give Me Cosmetics, this complete view of their performance was the key to unlocking growth.

Fospha’s unique ability to measure the “Halo effect” of TikTok Shop ads — showing how impressions influence not only in-app purchases but also website and Amazon conversions — has given them a competitive edge no other platform can offer.

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