How Hat Club Uncovered a 413% Lift in TikTok-Attributed Revenue with Clicks & Deterministic Views
Known for limited edition drops, custom colorways, and licensed fitted designs, Hat Club has been redefining headwear culture since 1992.
On TikTok, @hatclub has built a following of 258K+ fans with content spanning creator collaborations, in-person interviews, and series like "Crowned," that turns each release into a cultural moment driven by storytelling, community hype, and scarcity.
As Hat Club scaled its marketing mix, TikTok became an increasingly important, yet difficult-to-measure channel for reaching its community of sports-adjacent customers. While the platform was clearly driving engagement and top-of-funnel attention, traditional click-based attribution consistently underrepresented its contribution to conversions.
To close that gap, Hat Club adopted Triple Whale’s Clicks & Deterministic Views (C&DV) attribution model, adding a more complete lens to its existing measurement framework — one that reveals how users engage with and convert from TikTok.
Challenge
For Hat Club, TikTok's strength is also its measurement challenge: users discover, watch, and are influenced by content long before they ever make a purchase.
Before Clicks & Deterministic Views, Hat Club relied on signals like new follower growth, post-purchase survey responses, and engagement metrics to measure TikTok performance. These signals provided directional insight that TikTok was working; however, quantifying how much it was working — in a shared language the rest of the marketing organization could act on — was a problem.
Without a deterministic way to capture view-through behavior, TikTok’s true contribution to consideration and conversion went largely unmeasured. This made it harder to justify investment decisions, compare channel performance, and confidently scale what was working.
Solution
The introduction of deterministic view-through attribution gave Hat Club a new way to interpret TikTok's role across the funnel.
The team began re-evaluating TikTok's value during the C&DV beta period, which coincided with a strategic shift toward using TikTok as a sales-oriented channel, directing users to their website rather than their profile. Layering deterministic view-through data alongside first-party click data helped Hat Club’s team feel more confident trusting their intuition on how the platform was contributing to sales.
"Clicks & Deterministic Views has caused us to see TikTok as an entirely separate emerging channel, instead of a similar audience to Instagram with a large amount of crossover. Having deterministic view-through data also helps us feel better about trusting our intuition on post contributions to sales." — Steve Berman, Director of Performance Marketing, Hat Club
With C&DV, Hat Club could now measure both click-based and view-through conversions, 100% deterministically, giving the team a more complete view of performance. This visibility helped better align TikTok-reported performance with Pixel-based outcomes and quantify the previously invisible impact of views on sales.
Clicks & Deterministic Views has caused us to see TikTok as an entirely separate emerging channel, instead of a similar audience to Instagram with a large amount of crossover. Having deterministic view-through data also helps us feel better about trusting our intuition on post contributions to sales.
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