WorkMagic

We help e-commerce brands measure and optimize for incremental impact.

[WorkMagic @WorkMagic_io]

Three-quarters of marketers say that while click-based attribution is simple-to-use, it isn't the best way to track campaign performance, according to this report by EMARKETER and WorkMagic.

Get an in-depth look into marketers' pivot into incrementality, why retail media is leading the way, and just how much your attribution stack could be miscrediting your ads' true performance.

[WorkMagic @WorkMagic_io]

Most CAPI integrations give your ad platforms more data.

WorkMagic gives them better data.

Introducing the iCAPI: incrementality-calibrated signals + cross-channel deduplication, so your ad platforms stop optimizing toward conversions that would've happened anyway.

Zero engineering lift. Setup in minutes.

Read on for more details: https://t.co/egKUSb1mQ0

[WorkMagic @WorkMagic_io]

We're excited to welcome Brandon to the WorkMagic team! 🎉

Brandon brings over a decade of ad platform experience across key partners like Pinterest, Meta, and TikTok — with a deep focus on ecommerce performance and optimization.

We're lucky to have him on board to deepen our partnerships across the board.

[WorkMagic @WorkMagic_io]

We're excited to welcome Taylor Rock to WorkMagic as Sr. Director of Strategy! 🎉

Taylor comes with deep roots in both brand and measurement — building growth functions at The Clorox Company and Burt's Bees before leading strategy and AI operations at Recast.

He's helped brands get smarter about where their media dollars actually go, and that's exactly what he's joined WorkMagic to do.

Welcome, Taylor. Thrilled to have you!

[WorkMagic @WorkMagic_io]

We're thrilled to welcome Parker Burgess to WorkMagic as Senior Director of Customer Success! 🎉

Parker brings a rare depth of experience across the ad tech and media landscape — from eBay Advertising and Afterpayto MediaMath, Infillion , and most recently Samsung Ads . He knows what it takes to help brands turn data into decisions, and he's joining us at exactly the right moment.

Welcome to the team, Parker. We're lucky to have you!

[WorkMagic @WorkMagic_io]

When Neuro came to Universal Ads and WorkMagic, they had a hunch that CTV was driving a lot of growth, but they wanted to run a lift test to make sure they were making the right bet.

Watch our VP of Sales, Mike Chu and UA's Director of Measurement, Melanie Kaufman break down some serious results from their UA lift test.

If you want to learn more - read our case study here: https://t.co/zQsME1dGET

[WorkMagic @WorkMagic_io]

CMOs and CFOs don't always have to fight.

Watch our VP of Strategy, James Gerber, talk through how marketing leaders can align with Finance and definitively establish their marketing efforts to the bottom line.

If you want more ammo with your next conversation with Finance, book a meeting with our measurement experts here: https://t.co/kfMGeKiUhy

[WorkMagic @WorkMagic_io]

We’ll be at Meta Performance Summit next week and hosting an after party on Wednesday evening.

A chance to connect with fellow operators and brand leaders and continue the conversations from the day.

📍 Dr. Funk (San Pedro Square)
🗓 May 13
🕡 6:30–10 PM

Register here: https://t.co/90PiX6wHNm

[WorkMagic @WorkMagic_io]

The biggest risk on relying on last-click reporting is the notion that "everything's doing fine."

Our VP of Strategy, James Gerber, explains how incrementality can break through the bias of last-click and help you identify the true value of your upper-funnel investments.

If you want to learn more about how incrementality can expand your marketing playbook, book a session with our measurement experts here: https://t.co/jQjQa1LuCY

[WorkMagic @WorkMagic_io]

Can opening a retail store impact online sales?
Branch wanted a clear answer.

They opened a store in San Francisco and measured it like a performance channel—not just POS.

What showed up:
• 📈 ~28–29% lift in total orders after opening
• 🌊 Halo grew from ~39% → ~63% happening outside POS
• 🛒 Store visits often led to online purchases later

Most of this would’ve been invisible in in-store data alone.

Instead of cannibalizing ecom, the store amplified it.

📊 Full breakdown → https://t.co/WQIwRSWTos

[WorkMagic @WorkMagic_io]

Most brands think they have attribution — what they actually have are signals.

At the recent TikTok Shop Summit, our VP of Measurement Lauren Lauth broke down why that distinction matters — and what it's costing brands who don't know the difference.

Lauren's full breakdown at the link 👇

https://t.co/Bw8shf3p9X

[WorkMagic @WorkMagic_io]

Most brands think they have attribution — what they actually have are signals.

At the recent TikTok Shop Summit, our VP of Measurement Lauren Lauth broke down why that distinction matters — and what it's costing brands who don't know the difference.

Lauren's full breakdown at the link 👇

https://t.co/V8U82OQhON

[WorkMagic @WorkMagic_io]

Two simple tests unlocked $2M in monthly revenue on Snapchat.

Despite strong creative and growing momentum from viral campaigns like the Airplane Mode drop, Comfrt wanted some clarity about their ads.

So Comfrt ran two lift tests:
• Test 1 → understand true incremental impact
• Test 2 → push spend to ~2× and validate again

Results at scale:
• 📈 Higher incremental ROAS (not lower)
• 🌊 Meaningful halo across Shopify + other channels
• 👥 New customer contribution held

Read their full Snapchat for Business growth story here: https://t.co/e2Bwcof4ef

[WorkMagic @WorkMagic_io]

Read the full breakdown here: https://t.co/B143kPV6gc

[WorkMagic @WorkMagic_io]

Most brands undervalue CTV.
Not because it doesn’t work — but because they’re looking for its results in the wrong place.

A leading personal care brand tested Universal Ads across their omnichannel business (DTC, Amazon, retail, TikTok Shop).

What they found:
• 7.0× iROAS across the business
• +7.0% incremental lift
• 44% of orders from new customers
• 95% of incremental orders happened outside Shopify

That last one changes everything.

If they had looked at DTC alone, they would have missed nearly all of CTV’s impact.

→ Amazon captured the majority of conversions
→ Retail and TikTok Shop picked up the rest
→ Shopify told only a fraction of the story

Once halo was included:
• iROAS was 4.8× higher than DTC-only reporting
• CPA dropped by ~95%

Same campaigns. Completely different conclusion.

With awareness channels like CTV, the right question isn't:

“Is it working on Shopify?”

It’s:

“What is it driving across the entire business?”

[WorkMagic @WorkMagic_io]

Incrementality tests — sounds great in practice, but hard to make actionable right?

Not exactly.

In this live session with Taylor Rock and Robert, they'll share how they approached this at Clorox, Burt’s Bees, and Jordan Craig, and get their cross-functional teams working off the same foundation.

👉 Save your spot: https://t.co/DZ9uGiRKwo

[WorkMagic @WorkMagic_io]

@NeuroGum https://t.co/aYwY1dWwjQ

[WorkMagic @WorkMagic_io]

@neurogum was built on a pretty simple idea: performance should be grounded in science.

So when they tested CTV, they treated it the same way.

Instead of relying on attribution, they ran a geo lift test across DTC + TikTok Shop to establish a true baseline.

• ~3× incremental ROAS
• 63% of revenue came from halo
• 36% from new customers 

Only ~37% of impact showed up on DTC.

Which means most of CTV’s value would’ve gone uncredited in standard reporting.

For an omnichannel brand, that’s the difference between underinvesting and scaling with confidence.

If you’re running CTV (or considering it), it’s worth asking: where is the rest of the impact actually showing up?

[WorkMagic @WorkMagic_io]

https://t.co/WrbiIn0MER

[WorkMagic @WorkMagic_io]

First-order profitability is becoming the north star for brands — and TikTok delivers. 58% of orders come from new customers, with an AOV that’s 46% higher than average.

Get more insights to guide your TikTok budget planning — link below.