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How Structured unlocked 149% more revenue from TikTok Shop Ads by aligning platform reporting with Shopify as the true source of truth.
We'll review your account, pinpoint what's driving results and what's holding you back, and give you a clear direction for scaling your growth.
mnml is a direct-to-consumer fashion brand focused on delivering accessible, trend-driven apparel by designing products in-house and bypassing traditional retail markups. This vertically integrated model allows mnml to maintain affordability while scaling efficiently across paid acquisition channels.
Prior to working with Structured, mnml identified a recurring issue with past agency partners: a lack of understanding around how paid media performance connected to overall sitewide revenue and fulfillment data. As a result, key growth opportunities were being overlooked due to inconsistent reporting and unclear attribution.
Shortly after onboarding, Structured identified multiple cross-platform opportunities for scalable growth. One channel stood out in particular — TikTok Shop Ads. While mnml was already running TikTok Shop campaigns, investment levels were conservative due to uncertainty around true performance and attribution. We believed the channel had significantly more upside if measured and scaled correctly.
Within the first two months of account ownership, Structured increased mnml’s average monthly TikTok Shop spend by 168%, generating:
All while maintaining efficiency, with ROAS declining by just 7% during aggressive scale.
In parallel, we expanded product coverage beyond a limited set of best sellers and promotional items. By introducing hundreds of additional SKUs into TikTok Shop campaigns, mnml saw a secondary benefit of an 11% increase in AOV, driven by broader catalog exposure and improved merchandising.
Rather than evaluating TikTok Shop performance in isolation, we took a macro, business-level approach to understanding mnml’s data ecosystem. One key issue quickly surfaced: TikTok’s in-platform reporting, third-party attribution tools, and Shopify sales data were telling different stories.
While we typically rely on third-party platforms for a holistic view of paid performance, TikTok Shop required a more customized solution. To establish a clearer source of truth, we built a custom Shopify report filtered specifically to TikTok Shop fulfillment orders. This allowed us to:
This reporting shift unlocked the confidence needed to scale investment while protecting profitability.
Every brand presents a unique data and growth challenge. For mnml, the goal was clear: increase total revenue without sacrificing efficiency. By identifying TikTok Shop Ads as an underutilized lever — and measuring success through Shopify rather than traditional paid media reporting alone — Structured was able to validate performance, unlock scale, and drive meaningful incremental growth.
This case study reinforces a core belief at Structured: the most impactful growth opportunities often emerge when you challenge standard measurement frameworks and align paid media decisions with true business data.
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