Trusting the numbers, then scaling them.

Tubby Todd, a gentle baby skincare brand with a strong organic following, wanted to reach more new customers through paid media. But the team didn't trust their paid performance data. Organic results were stellar, TikTok ROAS looked almost too good to be true, and after iOS 14.5 platform reporting became volatile. Without numbers they believed in, scaling paid media felt like a guess.

• Debug first. ATTN and Triple Whale confirmed pixel firing and audience targeting, so the numbers started from a clean foundation.
• Add the customer's voice. Post-purchase surveys from KNO were combined with Triple Whale's Total Impact attribution to show how view-based channels like TikTok and YouTube drove discovery, not just clicks.
• Read overlap, not silos. Analyzing channel overlap and where customers said they found the brand made it possible to defend TikTok and YouTube spend even when platform-reported ROAS looked weaker than click-based channels.
• Tie it to the business. Channel performance was connected to MER and new-customer CPA, so every budget move was judged on overall growth.

With data the team trusted, ATTN scaled TikTok ad spend 31% year over year while TikTok customer acquisition cost fell 65%, at a 7.5x TikTok ROAS. Tubby Todd now expands into new channels knowing where its customers actually come from.

Source: Triple Whale case study, published by Triple Whale.