Billion Dollar Boy Group announced a partnership with conversion visibility tool Portal to launch what the companies describe as the creator economy’s first solution for tracking full-funnel conversions across third-party retailer sites.

The integration connects Portal’s measurement platform to Billion Dollar Boy’s Companion system through an exclusive Application Programming Interface, giving brands access to real-time, session-based tracking that reveals which creators, channels, and retailers drive sales. The announcement comes as 72% of marketers identify measurement as their top challenge in creator marketing, according to Billion Dollar Boy research.

Tracking Consumer Behavior Across Retailers

Portal-powered URLs (Uniform Resource Locators) track consumers’ browsing sessions anonymously with consent, providing brands with data on product views, competitor brands browsed, basket additions and removals, and which channels, creators, and creatives drive conversions. The system also identifies which retailers deliver the highest return on investment.

Billion Dollar Boy reports a leading global personal care brand attributed a 20% increase in add-to-basket rate on TikTok and a 30% increase in average session time directly to creator-driven content through the Portal partnership. A hair and beauty brand tracked 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 addresses a gap in creator marketing measurement. While 79% of consumers trust influencer recommendations and 61% make purchases as a result, 76% of consumers who browse social commerce platforms complete purchases on retailer websites. Many others buy through third-party retail sites, disrupting accurate attribution and limiting visibility into post-click behavior.

Social Commerce Growth Projections

The announcement arrives ahead of Black Friday and the holiday shopping season. TikTok generated more than $100 million in in-app sales on Black Friday last year. U.S. social commerce sales are projected to rise 19.5% year-over-year in 2025 and surpass $100 billion for the first time in 2026.

Portal joins Billion Dollar Boy Group’s measurement stack, which the agency has developed over 11 years. Companion provides campaign outputs, share of voice, and outcome-focused metrics across brand and direct sales effects in one centralized platform.

“Without visibility into consumer behavior on eRetailer sites, CPG (Consumer Packaged Goods) brands are forced to rely on post-campaign analysis and long ROI (Return on Investment) reporting cycles, missing opportunities to optimize in-flight,” Simon Harwood, Global Effectiveness Director at Billion Dollar Boy Group, said in a press release. “By connecting real-time eRetail behavior with our paid activations across Meta, Google, and TikTok, this partnership enables in-flight optimization based on reliable buying signals.”

Oliver Leigh, Founder at Portal, said the partnership “recognizes the power of our full-funnel measurement platform to connect creativity with measurable commerce outcomes.”