Major apparel e-commerce company increases ROAS by 40% and maximizes conversions with Mirai

ROAS (return on advertising spend)

+40%

CPA (Cost Per Acquisition)

-20%

Measurement accuracy

99%

Improvement period

3 weeks

Pre-implementation Challenges

A major apparel e-commerce site operating in Japan was focusing on attracting customers through TikTok ads, but faced the following challenges:

  • The subsequent purchasing behavior of users who visited the official Line account via TikTok ads cannot be accurately tracked.
  • Due to the impact of iOS14+, some purchase data on the website was missing, causing advertising ROAS to appear lower than it actually was.
  • ROAS was sluggish compared to the budget investment, making it difficult to scale up advertising.

Mirai Solution

Data integration compatible with all channels and devices

Visualize the entire customer journey from TikTok ads and build a highly accurate measurement environment.

Strengthened LINE integration

Securely track purchases made from TikTok ads via official LINE accounts on the server side.

Eliminating data loss

As a measure for iOS14+, website purchase data is supplemented to accurately calculate ROAS.

Results

With the introduction of Mirai, conversions via Line that had previously been invisible became clear, and the ROAS of TikTok ads improved significantly.

Dramatically improved return on advertising spend

Accurate data was fed back into the TikTok algorithm, accelerating optimization within OCPX.

  • Monthly ROAS +40%
  • CPA efficiency 20% improvement

Average ROAS

280%

Prev: 200%

"After implementing Mirai, we were able to see the true impact of TikTok advertising via Line. We were able to expand our budget, which we had previously given up on, and our sales increased significantly." — Ad Operations Manager

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