OBJECTIVE
Making omnichannel purchases visible to TikTok
Turtlebox builds premium, ultra-rugged portable speakers designed for outdoor adventures. As the brand expanded across retail dealers and online marketplaces, those channels grew into a significant share of total sales—creating a strong omnichannel business, but also a major challenge for performance marketing.
Digital advertising platforms could only see purchases made on turtleboxaudio.com, leaving retail and marketplace conversions invisible even when TikTok ads had influenced the sale. That meant reported ROAS reflected only direct-to-consumer performance, campaigns optimized against an incomplete picture of who actually buys Turtlebox, and existing retail customers could continue receiving acquisition ads because TikTok did not know they had already purchased. With thousands of product registrations completed every day through Brij, Turtlebox had a unique opportunity to turn those previously invisible purchases into deterministic conversion signals and connect TikTok's influence to total business impact.
SOLUTION
Connecting retail and marketplace purchases to TikTok
Turtlebox partnered with Brij to make previously invisible retail and marketplace purchases measurable inside TikTok. The brand was already using Brij to power product registration and warranty activation, and Brij Signal extended that same customer journey into a stronger advertising optimization engine.
The approach gave Turtlebox a way to validate what the team already suspected: TikTok ads were not only driving sales on turtleboxaudio.com , but also influencing purchases made later through retailers and online marketplaces like Amazon. By turning those purchases into deterministic conversion signals, Turtlebox could help TikTok better understand total business impact rather than optimizing against only direct-to-consumer transactions.
The process connected online influence to offline and marketplace action in a measurable way. A shopper could discover Turtlebox through a TikTok ad, purchase later at retail or through an online marketplace, and then register the product through a Brij QR code. Brij captured verified identity and purchase information, securely SHA-256 hashed customer identifiers, and sent the verified offline conversion directly into TikTok through TikTok's server-side conversion API.
RESULTS
Turning invisible purchases into measurable performance
Within the first two months of implementing Brij Signal, Turtlebox made thousands of previously invisible retail and Amazon purchases visible to TikTok, driving a 45% increase in reported conversions. With a more complete picture of customer behavior, the brand also achieved a 74% increase in ROAS and a 31% reduction in cost per conversion.
Beyond performance gains, Turtlebox gained a clearer understanding of TikTok's halo effect on total business revenue. Rather than evaluating campaigns based only on ecommerce sales, the team could now see how TikTok influenced purchases across retail, Amazon, and direct-to-consumer channels. That fuller view gave Turtlebox greater confidence in forecasting, budget allocation, and the true business impact of every campaign.
There’s always been a huge black box around retail, but now we have a better understanding of how our advertising is driving retail sales too.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.