WorkMagic

If you're going to MAU Vegas - you won't want to miss this. We're joining up with our friends at Vibe.co to talk about how CTV can be your cheat code to drive mobile performance. Go ahead and save it on your calendar. You won't want to miss Sebastian Daly and Alex Roucourt hold court at the MGM Grand this year.

Sending your ad platforms non-incremental data through CAPI is like eating cheeseburgers because you need the protein. Right intention, misguided execution. Most CAPI integrations just move the same raw, unfiltered conversion events server-side. Those conversion events can't tell ad platforms if a customer was genuinely driven by your ads or if they were going to buy from you anyway. Again, it's the right idea, just not the right execution. Today, we're announcing WorkMagic's iCAPI is now available in beta to fix exactly that. Three things set it apart: 𝗜𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆-𝗰𝗮𝗹𝗶𝗯𝗿𝗮𝘁𝗲𝗱 𝘀𝗶𝗴𝗻𝗮𝗹𝘀. WorkMagic filters conversion events through real holdout experiments, so platforms learn from conversions that were actually caused by your ads — not the ones that were going to happen regardless. 𝗖𝗿𝗼𝘀𝘀-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗱𝗲𝗱𝘂𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻. Every conversion is deduplicated before it reaches any platform. No more inflated ROAS from overlapping attribution. Your numbers reflect reality. 𝗭𝗲𝗿𝗼 𝗲𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 𝗹𝗶𝗳𝘁. Connect once. WorkMagic maintains the integration as platform specs evolve across Meta, Google, and beyond. If ad platforms can understand which ads have better incremental performance with your customers, they'll have a much better idea of how to refine their targeting to ensure you Other CAPI providers give your platforms more data. WorkMagic gives them better data. [Link in comments → full announcement + setup guides]

Last-click attribution miscredits performance by 37% on average and underreports CTV impact by 105%, according to WorkMagic data. In a new report, learn why incrementality is the new measurement imperative and dive into a framework for building privacy-first systems that prove causal impact. Download Now: https://lnkd.in/g2UXeiAh

We're excited to welcome Brandon to the WorkMagic team! 🎉 Brandon brings over a decade of ad platform experience across key partners like Pinterest, Meta, and TikTok — with a deep focus on ecommerce performance and optimization. We're lucky to have him on board to deepen our partnerships across the board.

We're excited to welcome Taylor Rock to WorkMagic as Sr. Director of Strategy! 🎉 Taylor comes with deep roots in both brand and measurement — building growth functions at The Clorox Company and Burt's Bees before leading strategy and operations at Recast. He's helped brands get smarter about where their media dollars actually go, and that's exactly what he's joined WorkMagic to do. Welcome, Taylor. Thrilled to have you!

Discovery on TikTok. Conversion everywhere. Customers discover products on TikTok and complete purchases through their preferred channels — brand websites, marketplaces, retail stores, or TikTok Shop. That cross-channel lift is the "halo effect", and it's now fully measurable by our partner @WorkMagic. They help brands measure media impact and halo effects through incrementality studies. Brands like Fenty Beauty, Comfrt, Liquid I.V., and Nordic Naturals are already running studies with WorkMagic to see exactly how TikTok lifts sales across every channel they sell on. The data: 33.6% of TikTok-driven incremental revenue extends beyond in-platform conversion. These results are reshaping how the smartest brands plan their full-funnel media mix. If you're ready to see the full picture of TikTok's impact on your business, this is your moment. Run an incrementality study with WorkMagic. Get the full TikTok halo report in the comments or tag a brand that needs to see this.

Meta is transitioning from Nielsen DMAs to Comscore, Inc. Markets for targeting and reporting, and WorkMagic has been updated to support it. By aligning early with Meta’s new market structure, we’re helping ensure uninterrupted testing, cleaner geographic reporting, and a smoother transition for our clients as the ecosystem evolves. Our goal is simple: keep campaigns, experiments, and reporting workflows running seamlessly behind the scenes. Even in the face of an ever-changing landscape.

We're thrilled to welcome Parker Burgess to WorkMagic as Senior Director of Customer Success! 🎉 Parker brings a rare depth of experience across the ad tech, media, and measurement landscape, from his roles at Samsung Ads, eBay Advertising, and Afterpay. He knows what it takes to help brands turn data into decisions, and he's joining us at exactly the right moment. Welcome to the team, Parker. We're lucky to have you!

When Neuro came to Universal Ads and WorkMagic, they had a hunch that CTV was driving a lot of growth, but they needed harder proof to show that it was truly incremental. Watch our VP of Sales, Mike Chu and UA's Director of Measurement, Melanie Kaufman break down some serious results from their UA lift test. Hint: Not only was UA ROI-positive for Neuro, it had strong halo effects beyond Neuro's online store, which resulted in a 47% higher ROAS than anything else they had in their portfolio. If you want to learn more - read our case study in the comments below!