HOW Code3 validateD TikTok’s incremental impact beyond last-click attribution

The Challenge

Nordic Naturals partnered with Code3 to validate TikTok’s ability to drive measurable business impact beyond traditional last-click attribution. With a strong ecommerce presence and a primary goal of accelerating Amazon sales, the brand needed deeper visibility into how TikTok investment influenced off-platform conversions, net-new customer acquisition, and long-term revenue growth: outcomes that are often underrepresented in attribution-only measurement models.

The Action

To align with Nordic Naturals’ omnichannel commerce strategy, TikTok recommended a Web Traffic–led approach designed to capture high-intent discovery while enabling accurate measurement of TikTok’s ability in driving conversions off platform. Rather than optimizing toward last-click ROAS, the solution focused on driving qualified traffic and allowing downstream purchase behavior to occur naturally through Amazon. This ensured continuity with Nordic Naturals’ existing operations while positioning TikTok as a scalable discovery channel.

Code3 built campaigns using In-Feed Ads for Nordic Naturals’ and ran with broad targeting to allow TikTok’s algorithm to identify and scale high-intent wellness consumers. By minimizing audience restrictions and avoiding heavy reliance on retargeting, the strategy prioritized net new customer acquisition and incremental reach. Bidding and optimization were oriented toward traffic quality signals, with stable delivery emphasized over aggressive efficiency constraints to support learning and scale. This approach enabled consistent exposure across the funnel, capturing both immediate and delayed conversion behavior.

To ensure statistically valid measurement, campaigns were maintained with always-on budgets and controlled pacing throughout the flight. Performance evaluation was complemented by a Geo Lift study conducted in partnership with Code3 and WorkMagic, allowing Nordic Naturals to measure true incremental revenue impact rather than relying solely on platform attribution. This methodology provided a clear view into TikTok’s influence on Amazon conversions and customer acquisition, addressing known limitations of pixel-based measurement.

Creative execution supported the broader discovery strategy through functional, product-led messaging that emphasized trust, quality, and scientific credibility. Assets were produced by a third-party partner and diversified across formats to test multiple messaging angles. Together, this solution allowed Nordic Naturals to validate TikTok as a meaningful growth driver, proving that discovery-led Web Traffic campaigns can generate incremental revenue and net new customers even when conversions occur off-platform.