After analyzing data from 67.5k shoppers who discovered a brand on TikTok before making a purchase, one thing is clear: brands are completely in the dark about TikTok’s true influence on their acquisition and conversions.  In other words, traditional metrics often miss the mark, and it’s difficult to track TikTok’s direct impact.  Despite these challenges, … Continue reading TikTok’s impact is bigger than you think: the hidden halo effect