“Converge is the source of truth for all our marketing spend, and that's what allowed us to really scale budgets profitably.”
Felix Lacroix · Head of Growth, Hims & Hers Canada
Hims & Hers (NYSE: HIMS) is one of the largest telehealth brands in the world, generating $1.5B+ in revenue annually. As a telehealth brand they provide prescription medications, over-the-counter medications, and personal care products.
Livewell (now Hims & Hers Canada) was a fast growing Canadian telehealth brand that was acquired by Hims & Hers in December 2025. Felix Lacroix joined Livewell as Head of Growth and ran the company’s entire paid acquisition as a solo media buyer. Converge supported him as he scaled Livewell’s multi-million-dollar paid budget across seven platforms, tripled yearly revenue, and ultimately powered the company through to a Hims & Hers acquisition. After acquisition, Hims & Hers Canada continues to operate with a lean and efficient team because of the leverage Converge provides.
The team was small, the budget was already in the millions, and the goal was to scale profitably and win the market. Here’s how Felix did it.
As Head of Growth, Felix owned every channel (Meta, Google, Microsoft Ads, Reddit) and wanted to test new ones constantly. But every new platform (TikTok, Pinterest, Snapchat) was a tracking problem before it was a performance problem. Spinning up a channel, adding a custom conversion inside an existing one, or auditing whether the current setup was firing correctly all required developer time, and as a one-person growth team Felix could not push engineering work onto the roadmap every time he wanted to test something.
Result: Without consistent measurement on day one, a new channel was either a multi-week engineering project or weeks of flying blind on bad data and introducing drag on the marketing spend.
Converge handles server-side tracking and identity resolution for every channel. Setting up a new ad platform now happens in minutes in Converge, with no engineering work required. Felix can spin up a Pinterest test or a programmatic experiment and have clean, comparable data on it from day one.
The same dynamic holds for applying changes to existing channels. “On one call with Meta, it turned out we were missing a conversion event and they estimated that adding it would take roughly two hours of developer work,” Felix says. “I built it in Converge in a few clicks and the call moved on.”
Auditing whether existing tracking is firing correctly is similarly self-serve. Real-time event logs and automatic data integrity checks validate that every event lands with the correct parameters, and every customer journey, session, and event is fully inspectable end to end.
The three things that historically blocked paid-growth velocity, setting up new channels, adding new events, and validating the tracking setup, no longer require engineering.
Impact:
Meta, Google, TikTok, and every other ad platform all report attribution through their own lens, with their own bias and their own reporting lag. Comparing CPA across them inside their native dashboards leads to double counting and overattribution. That gap turns confident reallocation into gut-feel guessing.
Result: Without a neutral measurement layer, every channel-mix decision carried hidden risk. Pushing budget aggressively into Meta or Google was a bet on whether their own numbers were telling the truth.
Converge’s attribution is applied uniformly across Google Search, Google Shopping, Meta, and every other paid platform Livewell runs. The same attribution model, the same CPA definition, the same reporting lag. Felix reads performance off Converge as the source of truth.
Impact:
Going further: Converge as the cornerstone of measurement data science. An in-house data-science team runs incrementality tests, MMM, and halo-effect models on top of Converge as the source of truth, producing outputs like adjusted CPA targets, channel weights, and incrementality multipliers. Marketing analytics already live in Converge, and all the extra data analysis the team does on top can be pulled back into the Converge agent for decision making.
The result is a cycle: Converge is the source of truth for all marketing performance and the foundation for custom data science built on top of it. The data science team’s outputs are fed back into Converge for the agent to act on, and performance is ultimately measured by Converge again. Feeding the team’s own data science back into Converge ties it directly to day-to-day budget decisions and gives a much clearer picture of incrementality and overall performance.
When you are spending tens of thousands a day on Meta, a sudden CAC spike on a single ad set can bleed money for hours before anyone notices. Before Converge, Felix could only notice something looked off after hours due to data delays, and once an issue was identified, understanding which creative, ad set, or campaign was driving the issue was impossible without bouncing across five tabs and multiple platforms.
Result: Speed of diagnosis is a paid acquisition KPI in its own right. Every hour spent figuring out what broke is an hour of uncorrected spend on a creative or campaign that should have been paused.
The Converge pacing view shows day-over-day and hour-by-hour breakdowns of every core metric so creative-level spend changes are caught while there is still time to act on them. The same data renders on mobile, so a creative that needs to be paused at 9pm gets paused at 9pm rather than at 9am the next morning. When something looks off, Felix moves to the attribution table and drills into channel, campaign, ad set, ad, and even individual user profiles without changing tools. Profile-level visibility surfaces identity resolution and conversion issues that aggregate dashboards hide. This ultimately allows him to diagnose issues and take action in minutes.
Impact: