We help e-commerce brands measure and optimize for incremental impact.
Joined November 2023
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WorkMagic retweeted
Yesterday, Meta released a blog post calling for attribution models to be calibrated with incrementality tests, continuing their call for advertisers to use a "suite of truth" instead of relying solely on attribution.
This is the exact principle that WorkMagic was built on.
Meta writes:
"Attribution models for day-to-day decisions—and periodically adjust or refine results with rigorous experiments to ensure accuracy. This process, known as calibration, helps to improve the overall reliability of marketing measurement."
They also acknowledge that more advanced calibration methods exist:
“There are also more advanced techniques available beyond multipliers; for example, you can use lift experiments to fine tune how much credit each channel receives in an MTA model.”
While some measurement providers apply static incrementality multipliers to channel-reported attribution, WorkMagic takes the more advanced approach Meta describes. Each lift test fine tunes a brand-specific dynamic attribution model that reflects true incremental impact.
Meta’s post reinforces what we’ve been building toward: a world where all marketers use measurement rooted in experimentation and calibration, not correlation. That’s been WorkMagic’s focus from day one, and it’s exciting to see the industry continuing to move in that direction.
WorkMagic retweeted
Your TikTok ads are driving way more sales than you think.
You just can't see them in your dashboard.
WorkMagic just dropped data from 100+ incrementality tests that proves what we've all suspected.
1 in 3 sales from your TikTok ads happen on Amazon. Not your website.
Someone sees your TikTok ad → searches for you on Amazon → buys there → your TikTok dashboard shows $0.
You think the ad failed. But it didn't.
94% of lift tests showed TikTok drove more sales than last-click attribution reported.
True Classic saw 74% higher incremental ROAS than what TikTok's dashboard showed.
@WorkMagic_io is an incrementality-first measurement platform that combines incrementality testing, MTA, and MMM for omnichannel brands.
This triangulated approach is exactly what brands like Steve Madden and Graza use to see the full picture.
The report also reveals: TikTok delivers 58% new customers with higher AOV, plus insider breakdowns from True Classic, Liquid I.V., and DRMTLGY.
See if you're in the 94% missing the full picture: bit.ly/4msZrMu
I’m proud to be a paid advocate for this report as I learned a ton from it.
WorkMagic retweeted
One of the biggest blind spots for DTC brands right now?
Especially after spending the last 48ish hours with founders and Marketings Leads
Halo Effect of your overall paid media spend. We had a great debate about this on stage actually.
Here’s how it happens:
Most of the time, brands measure ad performance with platform reports or traditional MTA. So, if a shopper sees our TikTok Ad, for example, gets influenced, and then buys it on Amazon or through Retail, TikTok gets zero credit.
We actually have known this for a while. It's just too hard to prove, and to map the whole journey.
@WorkMagic_io recently launched a paper on TikTok Ads… and the findings are amazing. #ad
From 100+ incrementality tests, WorkMagic found:
1 in 3 incremental TikTok purchases happened off-platform on Amazon
94% of tests showed higher lift than last-click reported (up to 70% undercount)
58% of TikTok orders came from new customers, with higher AOV than average
With WorkMagic’s triangulation approach, combining incrementality testing, MTA, and MMM,
brands finally see the halo effect in full and get
✅ Confidence to scale spend on upper-funnel channels and tactics
✅ Smarter budget allocation to maximize return
✅ Proof for finance teams beyond “trust me, it works”
Get the full report here: bit.ly/3Vpf3Wg
#workmagicpartner
WorkMagic retweeted
Over the past six months, we've run 100+ incrementality tests with brands like True Classic, Liquid I.V., and DRMTLGY. Today, we’re releasing a report on the incrementality of TikTok Ads.
Here are some of the top findings from the report:
- 1 in 3 TikTok Ad incremental sales happened on Amazon for omnichannel brands.
- 94% of tests showed a larger incremental lift than last-click attribution reported.
- The gap between last-click reporting and TikTok's true incremental impact was up to 70%.
- 58% of incremental orders came from new customers, with TikTok having the second-highest AOV across the six channels we analyzed.