iHerb DE: From a Cold Start to €94,000 in Revenue in Six Months

iHerb is one of the world's largest online retailers of dietary supplements and natural cosmetics. Breaking into the German market through an affiliate channel and systematically building performance is a different discipline altogether. In six months, we drove over €94,000 in revenue and 2,142 conversions. Here is what stands behind it. 

Results over 6 months (October 2025–March 2026)

Where we started

We launched the iHerb campaign through the Awin affiliate network at the end of April 2025. Starting position: standard. A broad catalogue with thousands of products, no historical performance data, no segmentation.

The first months served primarily for data collection. We wanted to know which products attract clicks, which of them convert, and where the budget was draining without results.

October 2025 was the first month where we had enough data to start actively shaping the feed. From that point, results began improving systematically.

How we approached it

The key work happened at the feed level. iHerb's catalogue has thousands of items. Letting everything run flat and relying on automation is not enough.

We split the feed into segments based on performance and introduced rules:

• Click stop-loss (50): a product with more than 50 clicks and zero conversions is automatically removed.

• Cost stop-loss (2): if costs exceed twice the average order value without a conversion, the product drops out of active bidding.

• Conversion condition: only a product with at least one conversion in the last 30 days enters the active segment.

• Performance segmentation: feed divided into key products and the rest of the catalogue. Each group optimises independently.

Result: budget concentrates where there is a real chance of delivering results.

We set ROAS targets with differentiation. 140% for key products, 200% for the rest of the catalogue. The goal was not volume at any cost, but profitable operation.

Month-by-month breakdown

December and February were the strongest months by volume. February delivered the highest number of conversions in the entire period, 419 in a single month. The March drop in clicks and revenue is standard for the dietary supplements segment in Germany — the January health peak had passed. The conversion rate nonetheless stayed above 5%.

Over the entire tracked period, the conversion rate improved from 5.38% in Q4 to 7.11% in Q1, a direct result of tightening the feed and better product selection.

What stands behind it

• Feed discipline.
  Stop-loss rules stopped the budget from bleeding into products with no conversion potential. iHerb's catalogue is enormous and without active filtering, performance easily gets lost across long-tail items with zero demand.

• ROAS target differentiation.
  Key products with proven demand received more aggressive bidding. The rest ran more conservatively. The algorithm optimised for real performance, not an average across thousands of items with varying conversion probability.

• Niche demand in Germany.
  Germany is one of Europe's largest markets for specific dietary supplements. Ovasitol, AHCC, and lithium orotate all have active communities, forums, and repeat buyers in German-speaking countries. You just need to be visible at the right moment.

Numbers speak for themselves

Over six months, the iHerb DE campaign drove €94,445 in revenue and 2,142 conversions across 39,700 clicks.

The conversion rate grew from 5.38% to 7.11%. AOV held steadily around €44.

From campaign launch in April 2025 through to April 2026, the total comes to €165,081 in driven revenue and 3,771 conversions.

The campaign did not grow through dramatic jumps but consistently, and with better efficiency every month. Numbers grow. So do the ambitions!