From Blind Spots to Breakthroughs: How Groove Life Unlocked TikTok's Potential with Full-Funnel Measurement

The Measurement Dilemma 

Groove Life, based in Tennessee, USA, are an adventure-inspired outdoor lifestyle brand in constant pursuit of excellence. 

The only problem? They had tried multiple measurement providers—Triple Whale, Northbeam, and Rockerbox—but still struggled to confidently allocate their marketing budget.

The brand had ambitious growth goals but lacked clear visibility of their marketing channels—especially those less frequently seen in the final touchpoint of conversions. Without full-funnel measurement they could trust, they were left relying on an incomplete picture to inform their digital strategy.

Screenshot 2024-11-22 171927

Credit: Groove Life

From Guesswork to Growth: The Fospha Advantage

Groove Life onboarded with Fospha in August 2024 and with year-over-year data from day one, the team could immediately start assessing and optimizing their marketing mix.

Fospha’s fair, full funnel measurement revealed that Last Click attribution had only accounted for 0.2% of their TikTok conversions and and 6% of YouTube conversions, leaving Groove Life with a huge blind spot. Unable to prove the channel's value or justify its share of budget, Groove Life's marketing team had ended up pausing TikTok ads. 

With the integration of Fospha’s TikTok shop attribution, Groove were able to see that TikTok had been their most efficient channel, right in time for peak.

They re-launched the channel in time for Q4, and have seen fantastic results year-over-year:

31%

higher TikTok revenue YoY

11%

lower TikTok CAC YoY

This aligns with Fospha’s benchmarked data – TikTok had the best paid social CAC in H1 2024, and saw a phenomenal ROAS improvement of over 200% in peak 2023, making it a huge opportunity that brands will want to make sure they capitalize on peak periods. 

Since onboarding with Fospha and optimizing their channel mix, Groove Life have also seen improvements in blended performance year-over-year:

Groove Life’s story is a testament to the transformative impact of effective full-funnel measurement, enabling the brand to make confident, data-driven decisions that optimize channel performance and drive sustainable blended growth.

19%

higher revenue YoY

12.5%

higher ROAS YoY

13%

reduction in CAC YoY
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