Case Study Released: C&A x TikTok x Sellforte

C&A, TikTok and Sellforte have launched a new collaborative case study investigating how performance marketers can use modern media measurement to reveal the full impact on TikTok advertising. The full case study is available on TikTok Business's website.

C&A is a market-leading European fashion retailer with over 180 years of history. C&A is present in 18 European countries, and has long been a leader in delivering high-quality, affordable, and stylish clothes.

Digital channels are often evaluated with click-based attribution tools, such as Last-Click, Multi-touch attribution or Ad Platform's own attribution. These methods have two major challenges:

• They only track clicks to the eCommerce store, ignoring the potential revenue that is generated in physical store.
• They are click-based, and thus not able to measure the true incremental sales impact. Some of the recorded conversions might happen even without advertising, and some conversions can be missing due to being wrongly attributed to other media.

After using Sellforte's Next-Generation Media Measurement platform to analyse the full incremental impact of TikTok advertising, C&A found out that more than 50% of TikTok's incremental sales impact is in physical store sales. This means that retailers only measuring TikTok's impact on eCommerce sales, are missing half of the revenue impact.

Read the full case study on TikTok Business's website, and check Sellforte's larger study on how TikTok's True impact can be measured.