About Maniko
Founded 2019 in Berlin
Nail Beauty Brand
%201.avif)
Shopify Plus
Meta, Google Ads, TikTok, Pinterest, Bing
DTC + Full Retail
The Challenge: Steering Hypergrowth Without Losing Control
By 2023, Maniko was ready to launch into hypergrowth mode, but Co-Founder Georg knew that scaling at speed without proper attribution and business intelligence would be like driving blindfolded. Traditional last-click attribution was making their paid social channels look like underperformers, while their expanding influencer marketing efforts lacked the granular insights needed for strategic decisions.
The brand needed more than just better attribution. They needed complete visibility and control to orchestrate growth across multiple channels while maintaining profitability.
The Base Layer
Building the Foundation
Maniko's hypergrowth journey began with establishing Klar as their foundational Single Source of Truth in early 2023.Â
The first priority was implementing Klar’s 1st-party tracking pixel with Marketing Mix Modeling (MMM) to replace misleading last-click attribution. Unlike traditional attribution models, Klar's MMM captures the complete picture, including brand awareness effects and upper-funnel impact that drives conversions days or weeks later.
This foundation gave Co-Founder Georg comprehensive daily insights into the full impact of every marketing touchpoint, enabling confident scaling decisions during their most ambitious growth phase.
The Base Layer
Building the Foundation
Maniko's hypergrowth journey began with establishing Klar as their foundational Single Source of Truth in early 2023.Â
The first priority was implementing Klar’s 1st-party tracking pixel with Marketing Mix Modeling (MMM) to replace misleading last-click attribution. Unlike traditional attribution models, Klar's MMM captures the complete picture, including brand awareness effects and upper-funnel impact that drives conversions days or weeks later.
This foundation gave Co-Founder Georg comprehensive daily insights into the full impact of every marketing touchpoint, enabling confident scaling decisions during their most ambitious growth phase.
The Color Coat
Scaling the Right Channels
With solid attribution in place, the next layer was all about applying strategic budget allocation across channels. The MMM insights revealed dramatic differences between perceived and actual performance.
The TikTok transformation was game-changing: What appeared to be losing money (ROAS < 1) was actually delivering nearly 2x return when the full impact, including brand awareness and delayed conversions that last click attribution completely missed, was properly attributed.
With daily insights into true incremental impact, Georg could confidently scale TikTok investments, contributing significantly to their 744% revenue growth.
The Color Coat
Scaling the Right Channels
With solid attribution in place, the next layer was all about applying strategic budget allocation across channels. The MMM insights revealed dramatic differences between perceived and actual performance.
The TikTok transformation was game-changing: What appeared to be losing money (ROAS < 1) was actually delivering nearly 2x return when the full impact, including brand awareness and delayed conversions that last click attribution completely missed, was properly attributed.
With daily insights into true incremental impact, Georg could confidently scale TikTok investments, contributing significantly to their 744% revenue growth.
The Top Coat
Perfecting Influencer Marketing
The final layer of Maniko's strategy focused on optimizing their influencer marketing. With Klar's advanced influencer analytics, Georg’s team moved beyond vanity metrics to being able to track what actually drives long-term value:
- Individual influencer profitability down to contribution margin level
- Long-term customer lifetime value by acquisition source
- Acquisition performance tracking across platforms and content categories
The result? Strategic influencer management based on real profit contribution, not just reach and engagement.
The Top Coat
Perfecting Influencer Marketing
The final layer of Maniko's strategy focused on optimizing their influencer marketing. With Klar's advanced influencer analytics, Georg’s team moved beyond vanity metrics to being able to track what actually drives long-term value:
- Individual influencer profitability down to contribution margin level
- Long-term customer lifetime value by acquisition source
- Acquisition performance tracking across platforms and content categories
The result? Strategic influencer management based on real profit contribution, not just reach and engagement.
The Results
Hypergrowth Executed to Perfection
Maniko's transformation proves that the right business intelligence platform changes everything. Revenue exploded by 744% and marketing spend increased by 414% while reducing CACs slightly, meaning that customer acquisition became significantly more efficient. Proving that Klar's attribution modeling enabled truly intelligent scaling.
The hypergrowth highlights:
- 744% revenue growth while improving acquisition efficiency significantly (+64% MER)
- Strategic scaling guided by MMM attribution vs. misleading last-click data
- Profitable influencer partnerships backed by granular performance data
- Complete business visibility enabling confident decision-making during rapid expansion
For eCommerce brands ready to enter hypergrowth mode, Maniko's results show what's possible when you have the right command center.
Sometimes the difference between chaotic scaling and strategic growth isn't your ambition. It's having a Single Source of Truth to eliminate guesswork and guide every decision.
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Ready to nail your own marketing attribution? Discover how Klar's eCommerce analytics platform can transform your marketing performance and drive profitable growth.
The Base Layer
Building the Foundation
Maniko's hypergrowth journey began with establishing Klar as their foundational Single Source of Truth in early 2023.Â
The first priority was implementing Klar’s 1st-party tracking pixel with Marketing Mix Modeling (MMM) to replace misleading last-click attribution. Unlike traditional attribution models, Klar's MMM captures the complete picture, including brand awareness effects and upper-funnel impact that drives conversions days or weeks later.
This foundation gave Co-Founder Georg comprehensive daily insights into the full impact of every marketing touchpoint, enabling confident scaling decisions during their most ambitious growth phase.