3.7x ROAS and €275k Monthly Revenue for Vitalis Nutrition

Overview

Vitalis Nutrition is a direct-to-consumer health and fitness supplements brand based in Amsterdam, selling protein powders, vitamins, and performance products through Shopify with a strong subscription offering, at a €59 average order value. We started working with Vitalis in February 2025, when monthly revenue sat around €102,000 on €88,000 of average monthly ad spend, blended ROAS at 1.8x, and cost per order at €44. Today, monthly revenue has grown to €275,000, blended ROAS sits at 3.7x, and first-time buyer to subscription conversion has more than doubled, from 14% to 31%.

A measurement and conversion problem, not a demand problem

This wasn’t a demand problem. Going into February 2025, three things were working against Vitalis at once: post-iOS tracking changes had degraded measurement quality across the account, creative spoke generically about “fitness” rather than any specific outcome a buyer actually wanted, and real friction sat between a first purchase and the subscription this business depends on.

We treated this as a measurement and conversion problem, not a raw demand problem, and rebuilt the account around fixing what we could actually see, then giving people a specific reason to buy and a clear, low-friction path into a subscription.

Four workstreams, starting with what we could measure

1. Meta & Google — measurement and bidding

We rebuilt Meta and Google around enhanced event tracking and value-based bidding, because degraded post-iOS signal quality was the root problem behind the account’s inefficiency. Google’s own share of total revenue rose from 28% to 39% over the engagement as cleaner conversion signals let bidding actually optimize toward real purchases. Mature, stabilized value-based campaigns on both platforms reached 3.9x to 4.4x ROAS — well above the account’s blended average — once tracking and creative systems had stabilized.

2. Creative — goal-specific angles

Testing moved from generic “fitness” messaging to specific outcome-based angles — energy, recovery, strength, daily performance — because nobody buys a supplement to feel generically fit; they buy it to fix a specific thing. Goal-specific creative outperformed the old generic messaging by 40% to 65% on ROAS, the single strongest tactical proof point in this account.

3. Product pages & subscription offer

We simplified product pages and the subscription offer itself to reduce friction on the path from a first purchase into a subscription. Product-page conversion rose 58% and add-to-cart rate rose 37% — evidence that a simpler page, not just better traffic, was doing real work.

4. Klaviyo — education and subscription benefit

We rebuilt Klaviyo flows around product education, usage guidance, and clear subscription benefits, rather than generic post-purchase receipts. Once fully ramped, this generated an estimated €29,000 to €39,000 in monthly attributable revenue, and subscription starts more than doubled over the same period — directionally consistent with the numbers above, though we don’t have an exact count to cite.

Revenue and ROAS, February 2025 to present

Cost per order fell from €44 to €21, a 52% reduction — worth noting this blends new and recurring subscription orders, so it isn’t the same figure as a new-customer acquisition cost. Site-wide conversion rate rose from 1.9% to 3.1%, up 63%. Subscription’s share of total revenue nearly doubled, from 22% to 41%, and subscribers showed meaningfully higher 90- and 180-day retention than one-time buyers, though we don’t have exact figures to quantify that gap.

We don’t think all of this came from the media program alone. The Netherlands and broader EU health and nutrition category has its own demand trends independent of any one brand’s media performance, and iOS tracking changes affected the entire category’s measurement landscape industry-wide — some of the efficiency gain plausibly reflects an industry-wide adjustment period, not only Vitalis-specific fixes.

From a goal-focused ad to a retained subscriber

The path a Vitalis customer takes today is built around a specific outcome, not a generic fitness pitch.

Subscriptions, now 41% of total revenue

Fixing measurement before touching a single campaign

Four workstreams ran across the engagement, summarized here and detailed in the table below.

Services delivered

Channel / Workstream	What We Did	Why It Mattered
Meta & Google Ads	Enhanced event tracking, improved conversion signals, value-based bidding.	Fixed the degraded post-iOS measurement that was the root cause of the account's inefficiency.
Creative Production	Goal-specific angles: energy, recovery, strength, daily performance.	Outperformed generic "fitness" messaging by 40%–65% on ROAS.
CRO	Product page and subscription offer simplification.	Product-page conversion up 58%, add-to-cart rate up 37%.
Lifecycle (Klaviyo)	Education, usage guidance, and subscription-benefit flows.	Generated an estimated €29,000–€39,000 in monthly attributable revenue once ramped.

Vitalis against a typical DTC supplements / subscription account

Vitalis Nutrition compared with a typical account

Metric	Typical DTC Supplements / Subscription Account	Vitalis Nutrition (Actual, EUR)
Meta ROAS	Supplements often reach 4.3x–4.5x on Meta specifically once campaigns mature, per MHI Growth Engine's 2026 Meta ecommerce benchmark report. 1	3.9x–4.4x on mature Meta/Google campaigns (blended account ROAS: 3.7x, up from 1.8x)
Meta Cost Per Purchase	Vitamins/supplements run a median $45.62 Meta cost per purchase, per Varos' April 2025 data, cited in Foundry CRO's 2026 DTC supplements benchmark report. 2	€21 blended cost per order, down from €44 (not a like-for-like metric — see note below)

Subscriptions now carry the business, not one-time buyers

Blended ROAS moved from 1.8x to 3.7x. Monthly revenue grew from €102,000 to €275,000, up 170%. First-time buyer to subscription conversion more than doubled, from 14% to 31%. Cost per order fell from €44 to €21. None of this happened in a straight line, and we don’t think it happened from the media program in isolation.