Case Study: Thrive Market achieves lower customer acquisition costs and optimized media spend with LiftLab

Thrive Market - Customer Case Study

Thrive Market, the health-first membership for conscious living, needed to optimize customer acquisition cost (CAC) so it stayed below customer lifetime value (LTV) while identifying incremental profitability by channel—something traditional methods like multi-touch attribution and MMM failed to deliver. To solve this, Thrive Market engaged LiftLab and adopted LiftLab Experiments (part of the LiftLab platform) to evaluate their full marketing mix and determine optimal spend by channel.

LiftLab implemented controlled experiments across channels including TikTok, Tatari Streaming, SnapChat, Google Performance Max and Google Brand Search, and integrated results into its Agile Mixed Model and ROI dashboard to guide weekly budget decisions. The LiftLab tests (13 experiments) revealed clear spend optima—one test showed a 60% spend reduction would cost only 4% of revenue—helped TikTok become the second-largest source of transactions, kept CAC at or below iCPA targets, and drove year‑over‑year growth through more efficient budget allocation.

Thrive Market

Devin Griswold

Vice President of Marketing