Ridge started as a father-son project in a Los Angeles garage in 2013, when Paul and Daniel Kane set out to reimagine the bulky leather wallet with a slimmer, more minimalist design. Since launching on Kickstarter, Ridge has grown into a 9-figure brand, selling more than five million wallets and expanding its product line to include keycases, rings, phone cases, travel gear, and accessories.
As the brand scaled, Ridge looked for new ways to diversify its paid media mix and reach customers beyond traditional acquisition channels. Ridge ran a mix of AppLovin’s three campaign types, Universal, Prospecting, and Discovery, to acquire customers at different stages of the funnel across mobile games.
| Campaign Type | Audience Target |
|---|---|
| Universal | Reaches both new and returning customers |
| Prospecting | Focused on new customer acquisition |
| Discovery | Targets users who have never visited the site before |
Measuring AppLovin’s impact across Shopify and Amazon
With AppLovin becoming a larger part of the media mix, Ridge’s team wanted to better understand the channel’s true incremental impact and how it could support broader business growth.
Ridge partnered with Haus to run a three-week geo-holdout incrementality test measuring AppLovin’s impact on sales of Ridge’s power banks, the brand’s fastest-growing product line within the Tech category. The test was designed around an assumed incremental ROAS target of $0.80, with blended Tech revenue across Shopify and Amazon as the primary KPI.
| Test Type | Duration | Primary KPI | Hold-out |
|---|---|---|---|
| Geo-Holdout | 3 Weeks (Apr 21 – May 11, 2026) | Blended Tech revenue across Shopify and Amazon | 20% of US regions |
"Applovin is still a misunderstood channel. Because it is so new, no one really knew its impact or effect. By partnering with Haus, we could validate the investment and it was delivering WAY stronger results than anyone thought."
AppLovin delivered 228% of Ridge's incrementality target
The results exceeded Ridge’s expectations. Over the three-week test period, $94K in AppLovin spend generated $173K in incremental blended Tech revenue, representing an 8.39% lift across Shopify and Amazon. The test delivered a $1.82 incremental ROAS, reaching 228% of Ridge’s initial $0.80 target.
The lift was visible across both sales channels, with Amazon driving the majority of incremental value. While AppLovin drove tens of thousands in incremental Shopify Tech revenue, Amazon delivered the stronger return with a 14.61% revenue lift, generating $117K in incremental revenue at a $1.24 incremental ROAS. Together, the results showed that AppLovin’s impact extended beyond Ridge’s owned DTC site, driving significant incremental Amazon demand for Ridge Tech products.
A Clear Signal to Scale
The test helped Ridge validate AppLovin’s measurable incremental impact for its Tech category. Haus projected that increasing AppLovin investment to approximately $39,500 per week nationally could generate about $72,100 in incremental blended Tech revenue per week.
By mid-June, Ridge had scaled its daily AppLovin spend nearly 4x from the test period, a clear signal that the team saw AppLovin as a proven channel for growth. While the iTest focused on power banks and measured blended Tech revenue, the strength of the results, especially the lift in Amazon sales, gave Ridge greater confidence to continue scaling AppLovin and explore opportunities across additional product lines.
"AppLovin was driving sales on Amazon, Shopify, in retail, and cross category - driving sales for products that weren't even featured. Haus brought the data and rigor required to double check and trust the results. And now we are scaling the channel bigger than ever before."
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