How Solace Bands used Compass to identify incremental revenue drivers and scale spend with confidence
Solace Bands started the way any great DTC brand does: with a product, a vision, and a small team figuring it out as they went. The Pennsylvania-based accessories brand has scaled significantly, nearly quadrupling in revenue over the past two years, but growth at that pace quickly outgrew the tools they started with.
Jacob Dorian, Head of Paid Media, oversees performance marketing across five paid channels, including Meta, Google, Apple Search Ads, TikTok, and AppLovin. Beyond direct-to-consumer, Solace Bands also drives revenue through Amazon and TikTok Shop, two channels where understanding the downstream impact of paid media is essential to measuring business performance.
Solace Bands has been a Triple Whale customer since 2021. For years, multi-touch attribution (MTA) provided a reliable signal for daily decisions and a shared language for marketing performance. But as ad spend increased and the channel mix expanded, MTA hit its ceiling, leaving the team without a clear view of incremental growth.
Challenge
As ad spend grew, MTA signals couldn't answer the question that mattered most to the Solace Bands team: Which channels were actually driving incremental growth?
Three key blind spots emerged:
- The Amazon and TikTok Shop black box: Solace Bands sells across both platforms in addition to their DTC site, and had no way to quantify how much of that revenue was being driven by paid media. This resulted in budget decisions being made without that context, creating a major insight gap where off-platform sales represent real revenue.
- Budget allocation without a causal anchor: Meta accounts for more than half of total ad spend, but the team lacked a data-backed framework to know with confidence whether they were in the right place, or whether reallocating budget would drive better outcomes.
- A ceiling on decision confidence: Even after reviewing multiple attribution models, including Triple Attribution, First Click, Last Click, and Linear, uncertainty remained. MTA couldn't get them close enough to act.
The team needed a measurement approach that could unify multiple signals, and turn them into clear, actionable answers they can act on.
Solution
Solace Bands turned to Compass, Triple Whale's unified measurement platform combining multi-touch attribution (MTA), Marketing Mix Modeling (MMM), and GeoLift incrementality testing.
Time to first insight was fast. With support from a dedicated Triple Whale onboarding team, they configured Custom Categories, calibrated MMM to reflect their specific business structure, including Amazon and TikTok Shop, and made sure all data inputs were dialed in before any recommendations went live. Within weeks, the team had what they needed to start making decisions.
That support did not stop at onboarding. Weekly calls with Triple Whale's data science team became a core part of how they process results and turn insights into action.
"I am not a data scientist. The team makes the data make sense from a marketing perspective. That’s extremely helpful." — Jacob Dorian, Head of Paid Media, Solace Bands
The weekly rhythm is now embedded in how the team operates. Every Monday, Jacob reviews MMM budget recommendations alongside MTA data and uses the combined view to guide weekly spend decisions. Where GeoLift tests have validated incrementality, he acts decisively. Where they haven’t, he plans ahead.
“Having MTA, MMM and Incrementality testing together means I’m no longer relying on one signal. It’s the combination that gives me real confidence in moving spend every week. With Compass, we’re building a measurement framework that will scale as we grow into new channels and markets.” — Jacob Dorian
"Before Compass, it felt like we were flying blind. MTA gives us a good signal, but we aren't 100% confident. I don't know how incremental our channels actually are. When you're spending at this level, that starts to matter."
.svg)
.webp)
.webp)
