Billion Dollar Boy and Portal Launch First Creator Conversion Tracker for Third-Party Retailers

Nov. 13, 2025

Global social-first agency with Creator InstinctTM, Billion Dollar Boy Group announces a new partnership with full-funnel measurement and optimisation platform, Portal, to provide the creator economy’s first conversion tracking solution across third-party retailers.

The partnership includes an exclusive integration via API into Billion Dollar Boy Group’s proprietary creator marketing discovery, workflow and measurement solution, Companion - awarded Best Influencer Marketing Technology at the Global Influencer Marketing Awards. 

With unified access to full-funnel measurement within one system, the partnership delivers unprecedented visibility into creator-driven conversions for Billion Dollar Boy and Companion clients, solving one of the biggest challenges facing brands: real-time, session-based tracking revealing which creators, channels, and retailers drive sales.

Through a Portal-powered URL, consumers’ browsing sessions are tracked anonymously (with consent), offering brands a new level of insights, for example:

• The most viewed products and competitor brands
• Basket additions and removals
• The channels, creators, and creatives driving conversions
• Retailers delivering the highest ROI

In partnership with Portal, Billion Dollar Boy enabled a leading global personal care brand to attribute a 20% uplift in Add to Basket rate on TikTok and a 30% increase in average session time directly to creator-driven content.

Another hair and beauty brand was able to track a 226% increase in conversions, a 96% increase in add-to-basket rate and a 29% decrease in bounced traffic as a result of creator content.

The partnership comes as three quarters (72%) of marketers agree that measurement is their number one challenge when it comes to creator marketing. And, amid rising investment in creator marketing - with 71% of US marketers and 52% of UK marketers spending in excess of $1M (£765K) annually, according to recent Billion Dollar Boy research - the need to improve channel accountability and conversion tracking is more critical than ever.

Today,  nearly four in five consumers trust influencer recommendations, with 61% making a purchase as a result. Yet, because 76% of consumers who browse social commerce platforms go on to make the purchase on a retailer’s website and many others complete purchases through third party retail sites, accurate attribution is disrupted and visibility into post-click behaviour online is limited.

The announcement also comes ahead of Black Friday and the holiday shopping season, the busiest sales moment of the year. Last year, TikTok alone saw over $100M in in-app sales on Black Friday, highlighting the huge potential of social commerce.

And, with the growth of US social commerce sales set to rise 19.5% year-on-year in 2025, and surpass $100 billion for the first time in 2026, the creator economy’s influence on retail will continue to accelerate. 

Portal is the latest addition to Billion Dollar Boy Group’s measurement stack which the agency has built over its 11 year history. From campaign outputs and share of voice to outcome-focused metrics across brand and direct sales effects, Companion provides a full view of effectiveness in one centralised platform to provide visibility across the funnel. Supported by AI-powered tools and dedicated partners, Billion Dollar Boy Group’s measurement stack continues to evolve to meet marketers’ needs with creative testing and brand lift analysis linking emotional impact with commercial outcomes.

Simon Harwood, Global Effectiveness Director at Billion Dollar Boy Group, commented: 

“Without visibility into consumer behaviour on eRetailer sites, CPG brands are forced to rely on post-campaign analysis and long ROI reporting cycles, missing opportunities to optimise in-flight. By connecting real-time eRetail behaviour with our paid activations across Meta, Google, and TikTok, this partnership enables in-flight optimisation based on reliable buying signals. It brings the best of performance media and measurement into the world of creator marketing”

 

Oliver Leigh, Founder at Portal, commented: 

“We’re delighted to see Portal become part of the Billion Dollar Boy measurement stack - a partnership that recognises the power of our full-funnel measurement platform to connect creativity with measurable commerce outcomes. Together, we’re bringing real-time conversion visibility to the creator economy for the first time.”