One of the most consistent patterns we see in performance marketing is that Q1 rewards preparation more than reaction. This is especially true in the health and wellness space.

For example, in late December of 2024, this pattern was already emerging as we reviewed Q4 performance with AirPhysio, a brand we’ve partnered with for over five years. While their Q4 results were driven largely by listicles and gift-focused placements, we knew we needed to focus on what came next.

As we reviewed weekly marketer performance, one signal stood out: a small group of direct-response marketers had not only performed well in Q4, but were also well positioned to shift spend into direct traffic as Q1 approached–the moment when consumer interest in health and wellness naturally spikes.

On December 20, we executed a targeted IO to increase CPA for the top five performing marketers, extending their Q4 incentive across the entirety of Q1. The intent was clear:

The outcome was decisive. In Q1, AirPhysio generated over $1M in gross sales, with 74% of total revenue driven by those five marketers. The program was so effective that it continued into Q2, turning a seasonal transition into a sustained growth lever.

It’s a pattern we see continually: Q1 rewards brands that move early, focus their incentives, and back the marketing partners already showing traction.

Q1 is historically our second strongest quarter of the year across the GiddyUp ecosystem. Performance tends to follow a clear progression throughout the quarter.

Early in Q1, health and wellness offers consistently outperform as consumers are focused on:

As the quarter progresses, performance typically consolidates around standalone offers with the strongest incentives and proven direct-response performance, particularly on direct traffic channels.

Last Q1’s strength was driven by a combination of:

Q1 is also one of the best quarters to capture the full attention of elite direct marketers. As Q4-driven placements (gift guides, listicles) wind down, these partners actively reallocate spend toward the offers that show the strongest early Q1 performance.

This creates a meaningful opportunity for brands that are prepared to support them at the right moment.

Based on what we see consistently drive scale, brands have several high-impact levers available early in the quarter:

1. Strategic CPA Increases

Temporary or permanent CPA increases-especially when applied selectively-help marketers reach sustainable profitability as they test and scale. This support is most impactful when marketers are in the early stages of “cracking” an offer.

2. Updated Top-of-Funnel (TOF) Creative

Fresh TOF creative remains one of the fastest ways to unlock interest and tests from marketers. Creative that is currently moving the needle in paid media is:

3. Opening Additional GEOs

International GEO expansion continues to unlock meaningful incremental volume, especially when supported by direct marketers already performing well in the U.S. Brands typically see the fastest traction in English-speaking markets (Canada, Australia, New Zealand, and the UK), with EU expansion following closely behind.

As Q1 begins, we recommend:

Your GiddyUp team is here to help you prioritize the right levers for your program and make the most of the opportunities Q1 presents. Reach out to your CSM if you have any questions or would like to strategize on growth opportunities for Q1.

On behalf of our leadership team at GiddyUp, we’re excited to kick off another strong year together.