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.

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Natural Evolution of MetricWorks

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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.

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The Future of TikTok Measurement

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"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."

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Ready to Unlock TikTok's True Value in Your Marketing Mix?

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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.

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Get A Demo Today

Meet Us at Booth 416 at MAU Vegas 2025

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We're thrilled to announce that MetricWorks will be back at MAU as a proud sponsor this year! MAU is always an annual highlight for us and and we enjoy connecting, sharing ideas, and building relationships across the marketing community. Whether you're a long-time partner or someone we haven't met yet, we’d love to see you there!

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Here’s where you can find us throughout the event:

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📍 Booth 416 – Your Go-To Spot on the Show Floor

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Stop by Booth 416 to say hello! Our team will be available to chat, answer your questions, and share what's new. Plus, we’re hosting several mini presentations throughout the conference. In these short, insightful sessions, we’ll dive into the latest trends and tools shaping incrementality. Swing by to learn something new and grab some exclusive swag!

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🍸 Happy Hour at Chez Bippy | May 21 @ 5 pm

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Join us for drinks and great company on Wednesday at 5 pm as we co-host a Hidden Happy Hour with Aarki, Almedia, and Vibe at Chez Bippy inside the MGM Grand. It's the perfect setting to unwind and meet new people.

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RSVP here: Behind the Slice: The Hidden Happy Hour at MAU Vegas

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🍽️ Dinner at Cipriani | May 21 @ 6:15 pm

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Looking for a more intimate networking experience? We’re also co-hosting a dinner with our friends at Remerge and Iterable at Cipriani on Wednesday at 6:15 PM. Expect amazing food, quality conversation, and connections that last well beyond the conference.

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RSVP here: VIP Events MAU 2025: Growth Unlocked

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We can't wait to connect and make new memories at MAU. Whether you're dropping by our booth or joining us for an evening event, we hope to see you there!

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The High Cost Of DIY: Why Building A Daily Cohorted MMM/Experimentation Platform Is A Risky Investment

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Let’s be honest, DIY projects can be fun. Building your own bookshelf? Sure. Crafting a custom marketing mix modeling and experimentation platform from scratch? Not so much. The idea of having a custom, in-house platform sounds appealing, however, the reality is that it can also be an expensive, time-consuming, and risky endeavor. Here’s why trying to build a daily cohorted MMM platform yourself might be one of the worst business investments you can make.

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1. Excessive Resource Drain

Creating a daily cohorted MMM platform isn’t a one-person job. You need a dream team of data scientists, engineers, software developers, and statisticians. Meaning that you will be responsible for paying each of these individuals their hefty salaries. Oh, and don’t forget the infrastructure costs. Unlike weekly or monthly cohorted MMM models, daily cohorted MMM exponentially increases the data volume and complexity. More data means more storage, more processing power, and ultimately, more money. Unless you have an unlimited budget at your disposal, this can be a serious financial strain.

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2. Prolonged Time-To-Value

Building a custom MMM platform can take years. Yes, you read that right. YEARS. That’s years of your competitors optimizing their marketing strategies and increasing revenue, while you’re still stuck in development. Marketing moves fast, and by the time your platform is ready it will likely already be outdated. The lost opportunity cost alone makes DIY a risky choice.

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3. Daily Cohorted Data Is A Beast

In theory, daily cohorted data sounds great. More insights should mean more accuracy, right? Not exactly. The reality is that daily data is noisy, volatile, and often difficult to model correctly. Unexplained variance can make your insights unreliable. Plus, seamlessly integrating multiple daily data sources like social media, web traffic, sales, and ad spend is incredibly complex. If your models aren’t precise, you could be making decisions based on flawed data.

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4. Ongoing Maintenance And Constant Updates

MMM isn’t a “set it and forget it” type of deal. Once it’s built, your platform will require ongoing maintenance, updates, and refinements to stay relevant. Advertising platforms frequently update their APIs, and compliance regulations shift constantly. Keeping up with these changes in-house means hiring even more specialists and investing even more resources creating a never-ending cycle.

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5. The In-House Expertise Gap

Even if you manage to build a functioning daily cohorted MMM platform, maintaining it at a high level requires expertise in advanced statistical techniques, machine learning, and data science. The challenge isn’t just hiring top-tier talent, it also means that you have to retain them. Turnover in the tech industry is high, and losing key team members could set you back months or even years.

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6. Security And Compliance Risks

Handling sensitive daily data isn’t just about processing numbers, it’s about security. Keeping up with evolving privacy laws is a full-time job. If you build in-house, your company is solely responsible for updates related to data security, and any compliance slip-ups could lead to hefty fines or reputational damage.

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Why Licensing Is The Smarter Choice

Instead of sinking millions into an in-house platform, consider licensing from a vendor that specializes in MMM and experimentation. Here’s why it’s the better move:

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1. Cost-Effectiveness

Licensing gives you a predictable, subscription-based cost model instead of a massive upfront investment. No need to worry about hiring an entire data science team or maintaining expensive infrastructure.

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2. Rapid Deployment

With a licensed platform, you can start using daily cohorted MMM insights almost immediately. Vendors provide ongoing support, updates, and maintenance so you can focus on optimizing your marketing strategies instead of troubleshooting software.

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3. Access To Industry Expertise

Vendors live and breathe MMM. They stay ahead of API changes, regulation updates, and emerging best practices so you don’t have to. You get access to proven methodologies without having to reinvent the wheel.

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4. Scalability And Security

Licensed platforms are built to scale with your business. They come with built-in compliance measures, security protocols, and the ability to handle massive data volumes without breaking a sweat.

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Final Thoughts

Building a daily cohorted MMM/experimentation platform in-house might seem like a great idea until you realize the financial, operational, and strategic burdens that come with it. The costs, delays, and risks often far outweigh the benefits. Instead, licensing from a trusted vendor allows you to leverage industry expertise, get up and running quickly, and focus on what actually matters: making smarter marketing decisions and driving revenue. At the end of the day, some things are worth DIY-ing. Your MMM platform should NOT be one of them.

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Ready to optimize smarter and scale faster?

+ To learn more about our incrementality measurement platform, visit our Product Page.

+ Read Success Stories from mobile leaders that we have worked with!

+ Book a meeting with one of our incrementality experts and Get a Demo.