MaryRuth's Beats iROAS Target with AppLovin

MaryRuth Organics makes a global product line of vitamins and supplements for all life stages, empowering people worldwide to take control of their health. The company was founded in 2014 by certified health educator, culinary chef, and nutritional consultant MaryRuth Ghiyam. After facing personal hardships—including the sudden passing of her father and brother, and her mother's battle with a brain tumor—MaryRuth became deeply committed to helping others take control of their health through simple, accessible nutrition.

Today, MaryRuth Organics products are sold primarily through Amazon (the brand's largest sales channel) and its DTC Shopify website, but are also available through retailers like Ulta and Whole Foods.

Running campaigns on AppLovin's ad platform

The team at MaryRuth's aimed to diversify its digital marketing and reach more customers. Having built consumer trust over more than a decade by delivering high-quality products, it was important that MaryRuth's ads appear in contexts that align with the brand.

They partnered with AppLovin to run ads in mobile games, kicking off Day 0 CPP and ROAS campaigns designed to drive same-day purchases. To broaden their reach, they also launched Day 7 campaigns to capture shoppers who spend more time considering a purchase. In-platform reporting revealed strong ROAS and customer acquisition costs on par with their previous top channels, such as Meta.

Measuring impact with 3rd party measurement solutions

Like many omnichannel brands, MaryRuth's leverages Prescient AI—a leading marketing mix modeling (MMM) platform—to measure, forecast, and optimize paid media performance. While AppLovin campaigns generate direct responses, they also drive top-of-funnel awareness that will eventually lead to conversions—critical insight that traditional click-based measurement fails to capture.

Using Prescient AI, MaryRuth's uncovered the full value of its AppLovin campaigns, including their influence on Amazon sales beyond direct attribution. The Prescient platform calculated an AppLovin MMM ROAS of 2.7x for MaryRuth's and revealed that 87% of Amazon sales tied to AppLovin campaigns were driven by halo effects.

Reinforcing results with an incrementality test

Building on early successes, MaryRuth's partnered with Haus, a self-serve platform enabling brands to configure regional test-and-control experiments to isolate true incrementality. MaryRuth's designed an incrementality test covering both DTC and Amazon to validate AppLovin's lift across the customer journey.

The test ran at the state level with a 30% holdout and used Shopify Total Gross Sales as the primary KPI. It was structured as a 4-week experiment from March 27 to April 23, 2025 with an additional 2-week post-treatment window to capture any delayed or lagged conversions.

The incrementality test revealed that AppLovin drove a 4.89% lift in DTC sales for MaryRuth's, with an incremental ROAS (iROAS) 49% higher than their target. On Amazon, MaryRuth's saw a 1.84% lift in total gross sales. Combined, MaryRuth's achieved a DTC + Amazon Total Gross Sales iROAS of 4.03x.

Strong performance results from both the Haus incrementality test and always-on MMM from Prescient AI confirmed AppLovin as a highly effective driver of both DTC and Amazon sales for MaryRuth's. The unified insights gave the team confidence to scale into the channel, increasing their investment on AppLovin's platform by 40%.