How we helped Thriva 7× ad spend in a year
7× YoY ad spend
From Q3 2024 to Q3 2025
6.5× YoY new-customer revenue
4× faster testing cadence
From six to 24 confident experiments per week
MMM & Experiments
Incrementality testing to validate attribution
Thriva were an established health brand with real scale and a seasoned team, but growth had flattened after the cheap ads era and the Covid D2C spike.
The brief: restart acquisition at pace, scale spend responsibly, and prove new-customer revenue rises with it without compromising unit economics or brand considerations.
1. Full-funnel, multi-channel plan
Built a proper awareness → consideration → conversion system across Meta, Google and YouTube, with a diverse creative mix mapped to each stage.
2. Cleaned the data, improved the signals
Audited and rebuilt tracking so the platforms had high-quality inputs; pushed Event Match Quality to 9.3 on purchase and other key events.
3. Increased testing velocity
Built a testing methodology that allowed us to find statistically significant data faster. That took us from ~6 to ~25 confident experiments each week - a 4x increase in learning rate.
4. Made product the story
When Thriva improved their product offering with the new Autodraw device, we saw an opportunity for new levels in creative performance. We rapidly produced and iterated upon 100+ assets, incorporating feature value into top-performing angles.
5. Validated with proper measurement
Used marketing mix modelling, Meta Conversion Lift and GeoLift to confirm the role of awareness, the weight on Meta vs YouTube, and which creative routes were truly incremental.
As a result of this work, we grew Thriva’s ad spend 7× YoY
6.5× new-customer revenue YoY
4× faster testing and learning cadence
Clear confidence about awareness and channel mix
Thriva’s maturity as a business and open-mindedness to experiments allowed us to stick to a clear plan. We fixed the signals first, committed to a weekly testing cadence, and tried counter-intuitive moves (like shifting budget to awareness and reading early up-funnel) while we kept unit economics in view.
With lift and geo tests proving the gains, we had the conviction to scale out of Thriva’s post-Covid plateau.