The challenge
Natura recognized a significant opportunity to further elevate its performance on TikTok, one of the brand's most strategical channels. While the existing TikTok strategy already delivered good results, Natura aimed to scale performance by integrating even deeper business intelligence into their catalog-driven advertising.
The goal was to enhance the platform's powerful engagement-based algorithms with additional, cross-channel product performance signals. By establishing a cross-channel single source of truth, Natura could provide the algorithm with a more comprehensive data set. This approach promised to refine their already successful performance, ensuring that ad spend was perfectly balanced between social engagement and long-term profitability.
THE SOLUTION
To achieve this, Natura partnered with ROI Hunter to apply its Product Performance Management (PPM) suite to TikTok's Smart+ campaigns. The logic was straightforward — enrich Tiktok’s algorithm with additional product-level signals, giving Natura far more options to manage which products are being shown to users.
The implementation followed a clear sequence. First, Natura's product catalog was connected to cross-channel performance data inside ROI Hunter, giving the team a clear, unified view of SKU-level performance through Product Insights. This feature pulled together product-level data from across channels to form a single source of truth, allowing Natura to filter its catalog against cross-channel business metrics.
From there, the PPM was used to filter out underperforming and low-margin items, producing a clean, performance-optimized product set. This refined catalog was then deployed directly into new TikTok Smart+ campaigns, providing signals for the algorithm to distribute spend only among qualified, high-potential products.
To validate the approach, Natura ran a 21-day A/B test. A Control Group ran the standard BAU algorithm against the full, unfiltered catalog, while the Test Group ran the same campaign structure against the PPM-optimized catalog. Results were tracked using Google Analytics 4 as the final source of truth for bottom-line impact.
THE RESULTS
The test proved that applying Product-level analytics to TikTok campaigns significantly improves bottom-line efficiency. Natura had one real concern going in — that restricting the catalog might make traffic more expensive by narrowing the algorithm's options. That concern turned out to be a non-issue: while Cost Per Click did rise by 19% in the test group, the quality of that traffic more than compensated, since every click was now landing on a genuinely high-performing product.
The results from GA4 showed a true bottom-line effect: transactions climbed 58%, revenue jumped 40%, ROAS climbed 37%, and CPA dropped 36% in the test group compared to control.
With these results, Natura has strong evidence that business-centric catalog filtering is a key driver of DPA growth on TikTok. The brand is now positioned to expand this PPM-driven approach beyond alpha testing and into broader TikTok campaign strategy.
