AppLovin beats incremental ROAS goal by 39% for shaver brand

A popular brand that makes shavers for men and women historically focused on social and Search ads to drive purchases on its site and on Amazon. The brand partnered with AppLovin as a way to reach and convert new customers—those who haven’t yet bought the brand’s products. Within two weeks of launching campaigns on AppLovin’s ad platform, the brand’s daily revenue driven by AppLovin was over $100,000, at a cost per purchase in line with its goals.
Seeing the strong early results AppLovin was driving, the team wanted to validate the causal impact of AppLovin ads on new customer sales. 

Measuring impact with an incrementality test

The brand partnered with marketing science platform Haus on an incrementality test—covering both DTC and Amazon—to validate AppLovin’s impact across the funnel. Haus helped the brand design a GeoLift test to measure the incrementality of AppLovin across omnichannel sales. The brand was aiming to achieve an incremental ROAS of (iROAS) of 0.8x for combined DTC and Amazon.
The test ran at the state level with a 20% holdout and used New Customer Net Sales as the primary KPI. It was structured as a 3-week experiment from April 8–28, 2025 with an additional 2-week post-treatment window to capture any delayed or lagged conversions. 



Scaling investment with AppLovin based on test results

The incrementality test revealed that AppLovin drove a 14.0% lift in new customer sales during the 3-week test period, with an iROAS of 1.16x, which was 39% higher than the brand’s target. This amounted to an incremental lift in new customer DTC revenue of $120,723 during the test period. 


“How to think about that 14% is: if you shut off AppLovin tomorrow, new net sales would drop by 14%. So it’s a pretty impactful lift.”
- Michael Lederman, Platform Partnerships Lead, Haus

Based on the results of the incrementality test, the brand scaled its investment on AppLovin’s platform, increasing revenue driven by AppLovin by 4.3x while improving upon the efficiency validated by the test.
AppLovin quickly became the brand’s second largest digital marketing channel.