TikTok Ads success story · Powdered hydration brand

How Liquid I.V. found TikTok drove 9.5K+ incremental orders that last-touch tracking missed.

Name: Overtop Media Digital Marketing
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Last-touch tracking credited Liquid I.V.’s TikTok ads with 12 conversions. A geo lift test comparing markets with and without the ads found more than 9,500 incremental orders, most of them on Amazon and other platforms.

Business: Liquid I.V.
Market: United States
Goal: Prove TikTok’s full effect on sales, including Amazon

Young man resting on the grass in a park and drinking from a water bottle after a run

The results.

Markets that saw In-Feed Ads plus Shop ads, markets that saw only In-Feed Ads, and control markets that saw no ads were compared in a geo lift test. The 12 conversions are what traditional last-touch attribution credited to TikTok.

9.5K+incremental orders in total
62%of those orders on Amazon and other platforms
12conversions credited to TikTok by last-touch attribution
71%higher incremental ROAS with Shop ads added ($2.32 vs $1.36)

As published by TikTok on June 11, 2025. Measured with a geo lift study run by a third-party measurement platform, using the brand’s Amazon sales data. TikTok did not state the campaign dates.

The challenge.

Liquid I.V. sells electrolyte drink mixes, and TikTok had long been one of its strongest sales channels, especially through TikTok Shop. Many shoppers discover the brand on TikTok and then buy it somewhere else, often on Amazon.

Standard last-touch tracking only credits the final click, so it misses people who watched an ad and bought later in another store. The brand wanted to know what TikTok was really worth across every place it sells, and whether adding Shop ads to its In-Feed Ads paid off.

Run In-Feed AdsReach, traffic, sales and conversion goals for two product lines.
Add Shop adsSales on the brand site and inside TikTok together.
Split the marketsBoth ad types, In-Feed only, and no-ad control markets.
Count Amazon tooAmazon sales data shows the orders last-touch missed.

What they did.

In-Feed Ads (reach, traffic, product sales and conversion goals) · TikTok Shop ads · Geo lift incrementality test

A full-funnel In-Feed campaign: In-Feed Ads ran with reach, traffic, product sales and conversion goals for two drink mix lines, original and sugar-free.
Shop ads alongside: TikTok Shop ads were added, so the plan covered sales on the brand’s own site and purchases made inside TikTok.
Markets with and without ads: A geo lift test, a form of incrementality measurement, compared markets seeing both ad types, markets seeing In-Feed only, and control markets with no ads.
Amazon in the measurement: The brand’s Amazon sales data was included to estimate how many Amazon and retail sales would be lost if the TikTok ads were paused.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

It measured the halo: TikTok directly produced 3.5K incremental orders, but the test found over 9.5K in total. The difference happened on Amazon and other platforms, where last-touch tracking cannot see.
Two ad types beat one: In-Feed Ads alone returned $1.36 in incremental revenue per dollar; adding Shop ads lifted that to $2.32, a 71% gain.
Control markets kept it honest: Comparing against markets with no ads isolates what TikTok caused, instead of counting sales that would have happened anyway.
The right question: A channel judged by last-click would have looked nearly worthless at 12 conversions. Asking what sales would disappear without it gave a very different answer.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our tiktok ads management.

Judge TikTok on total sales: Our TikTok ads management looks at sales on your site, on TikTok and on marketplaces together, so a channel that starts the purchase gets credit for it.
Watch Amazon move: If you sell on Amazon, we compare your Amazon sales against TikTok spend and coordinate with our Amazon ads work so the demand TikTok creates is captured.
Test before you scale: Where the budget allows, we hold some markets back as a control so you see the lift for yourself before spending more.
Your videos, then creators: Your own product videos come first, then the best creators booked directly with no agency markup, and stock only to fill gaps.