MetricWorks is delighted to join the TikTok Marketing Partners Program for Media Mix Modeling, marking a significant milestone in our mission to deliver comprehensive measurement solutions for today's complex digital landscape. TikTok is a unique, entertaining video platform with distinctive user engagement and content viewing experience compared to other platforms, where ad views frequently serve as the starting point for further customer exploration across multiple touchpoints. As the industry continues to move away from cookies and toward privacy-first solutions, Media Mix Modeling has re-emerged as a resilient way to measure impact across marketing touchpoints and gain accurate, actionable insights – making this partnership essential for brands looking to understand TikTok's true value within their marketing mix.
Natural Evolution of MetricWorks
This partnership represents a natural evolution of MetricWorks' mission as the most complete incrementality platform. By joining TikTok's Marketing Partners Program, under the Measurement Badge > Cross-Channel > Media Mix Modeling focus area, we're strengthening our ability to help brands make better marketing decisions and drive incremental revenue through comprehensive performance measurement signals. A great example of the TikTok and MetricWorks partnership is our joint success story with Pixery which describes how due to evolving privacy regulations, the effectiveness of the Mobile Measurement Platform's (MMP) attribution model is diminishing leading to undervaluation of TikTok in most cases.
MetricWorks worked with TikTok to provide Pixery with a much needed MMM solution to effectively measure their marketing effectiveness across all platforms (including TikTok) and determine the actual impact of their performance campaigns. We also helped Pixery understand and resolve the complexity of misattribution that had been brought forward by SKAN. Lastly, MetricWorks was able to prove to Pixery that TikTok was 3 to 10 times more effective than competing video platforms.
MetricWorks drives the mobile advertising industry forward with an incrementality measurement approach that user acquisition teams can rely on. Our solution doesn't replace existing last-touch attribution measurement – instead, it provides actionable measurement of your most important KPIs through the lens of incrementality. This partnership with TikTok enables our clients to incorporate both paid and earned TikTok data into their models through TikTok's new API, ensuring automated, consistent data flow for more accurate MMM insights.
As a platform that has analyzed over $1 billion in advertising spend, MetricWorks has helped clients achieve a 36% increase in ROAS after integrating our technology within their marketing stack. With mobile app leaders like Hulu, Mythical Games, and Elevate Labs already trusting our platform, this TikTok partnership expands our ability to deliver the trustworthy, actionable insights that enable brands to discover new growth channels and validate their marketing intuitions on campaign performance.
The Future of TikTok Measurement
"TikTok is continuously strengthening measurement capabilities, providing more actionable insights for your TikTok campaigns," said Jorge Ruiz, Global Head of Marketing Science at TikTok. "Clients increasingly look to understand TikTok's broader role in their effective marketing mix. The user journey isn't linear, and media mix models provide a more holistic view of revenue-driving insights. By working with one of our vetted marketing partners, advertisers can better understand TikTok's media effectiveness in relation to their media mix, and leverage those insights toward stronger business results."
Ready to Unlock TikTok's True Value in Your Marketing Mix?
If you're ready to move beyond last-click attribution and discover TikTok's real impact on your business growth, MetricWorks is here to help. Our Media Mix Modeling platform, now enhanced through our TikTok Marketing Partnership, enables you to measure incremental impact across all touchpoints and make data-driven decisions that drive real revenue growth.
Contact MetricWorks today to learn how our incrementality-focused approach can help you optimize your TikTok investments and unlock new areas of growth across your entire marketing mix. Let's turn your marketing intuitions into data-backed strategies that deliver measurable results.
