## Sign up for the Haus newsletter

Learn about incrementality, industry trends, and actionable strategies from the measurement experts at Haus.

Business email\*

Page-url

referrer\_page

Haus Domain

utm\_source

utm\_medium

utm\_content

utm\_campaign

utm\_term

## Research Reports

The latest data-driven research and thought leadership from the Haus team.

[**Fast, Confident, and Wrong: The Risk of Noisy Incrementality Tests**](/content/blog/fast-confident-and-wrong-the-risk-of-noisy-incrementality-tests/index.html)

.png)

[Research Reports](/content/blog-categories/research-reports/index.html)

Jul 23, 2026

We simulated a year of marketing decisions 36 million times. Accuracy protected the business. Volume didn't.

[**Is Meta's Incremental Attribution Outperforming Standard Attribution?**](/content/blog/is-metas-incremental-attribution-outperforming-standard-attribution-what-the-data-shows/index.html)

.png)

[Research Reports](/content/blog-categories/research-reports/index.html)

Jul 16, 2026

A year ago, Haus data showed Meta’s standard attribution performing better than their Incremental Attribution setting. Fresh analysis tells a new story.

[**How Film Studios and Streamers Measure Marketing ROI**](/content/blog/how-film-studios-and-streamers-measure-marketing-roi/index.html)

.avif)

[Research Reports](/content/blog-categories/research-reports/index.html)

Jun 25, 2026

We analyzed dozens of incrementality experiments to learn how leading studios and streaming platforms use testing to answer the questions that matter most.

[**Is AppLovin More Than a Hype Channel?**](/content/blog/is-applovin-more-than-a-hype-channel/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Jun 18, 2026

AppLovin is proving it can drive efficient DTC growth — now the question is how durable that performance is as the channel matures.

[**How Haus Scales Causal Marketing Measurement Without Human Bias**](/content/blog/how-haus-scales-causal-marketing-measurement-without-human-bias/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Feb 24, 2026

How automating hundreds of causal models a week – and grading them with a blind exam – yields better outcomes for businesses.

[**The Cyber Week Incrementality Report: How CTV, YouTube, and Paid Social Drive ROI**](/content/blog/the-cyber-week-incrementality-report-how-ctv-youtube-and-paid-social-drive-roi/index.html)

.avif)

[Research Reports](/content/blog-categories/research-reports/index.html)

Dec 11, 2025

We analyzed over a hundred incrementality tests before, during, and after BFCM 2025 and uncovered dramatic delayed conversion effects.

View more

[**The TikTok Report**](/content/blog/the-tiktok-report/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Dec 4, 2025

Can TikTok scale? How much omnichannel impact does TikTok have? Haus’ analyses of hundreds of TikTok incrementality tests answers these questions and more.

[**When Is Branded Search Worth the Investment?**](/content/blog/when-is-branded-search-worth-the-investment/index.html)

.avif)

[Research Reports](/content/blog-categories/research-reports/index.html)

Sep 29, 2025

Our large-scale analysis of real-world, branded search incrementality experiments unpacks when branded search is most effective and how best to leverage it.

[**The Meta Report: Lessons from 640 Haus Incrementality Experiments**](/content/blog/the-meta-report-lessons-from-640-haus-incrementality-experiments/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Jul 28, 2025

An exclusive Haus analysis show Meta is incremental in most cases — but is the platform's move toward automation improving incremental efficiency?

[**Do YouTube Ads Perform? Lessons From 190 Incrementality Tests**](/content/blog/do-youtube-ads-perform-lessons-from-190-incrementality-tests/index.html)

.avif)

[Research Reports](/content/blog-categories/research-reports/index.html)

Mar 6, 2025

An exclusive Haus analysis shows YouTube often delivers powerful new customer acquisition and retail halo effects that traditional metrics miss.

[**Would You Bet Your Budget on That? The Case for Honest Marketing Measurement**](/content/blog/would-you-bet-your-budget-on-that-the-case-for-honest-marketing-measurement/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Feb 14, 2025

Acknowledging uncertainty enables brands to make better, more profitable decisions.

[**Conversion Lag Insights: How Haus Tests Can Help Optimize Q4 Budgets**](/content/blog/conversion-lag-insights-how-haus-tests-can-help-optimize-q4-budgets/index.html)

.avif)

[Research Reports](/content/blog-categories/research-reports/index.html)

Sep 5, 2024

Post-treatment windows offer a unique glimpse into the lingering impacts of advertising campaigns after they’ve concluded.

[**PMAX Experiments Revealed: Including vs. Excluding Branded Search Terms**](/content/blog/pmax-experiments-including-excluding-branded-search-terms/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Aug 20, 2024

We analyzed experiments from leading brands to understand the incremental impacts of including vs. excluding branded terms in PMAX campaigns.

[**Statistical Significance Is Costing You Money**](/content/blog/statistical-significance-is-costing-you-money/index.html)

[Research Reports](/content/blog-categories/research-reports/index.html)

Apr 13, 2023

It is profitable to ignore statistical significance when making marketing investments.

## Haus Platform

News, launches, and deep dives from the Haus platform.

[**Introducing Causal Attribution: An Evidence-Backed Method for Making Daily Spend Decisions**](/content/blog/introducing-causal-attribution-your-new-daily-incrementality-solution/index.html)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Jul 29, 2026

Causal Attribution uses experiments to debias attribution, giving marketers a reliable read on daily performance that isn’t based solely on clicks and views.

[**Can An AI Agent Make Budget Decisions You’d Bet Your Business On?**](/content/blog/can-an-ai-agent-make-budget-decisions-youd-bet-your-business-on/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Jun 3, 2026

Marketers have long made billion-dollar budget calls on incomplete data. Architect is built to change that.

[**Causal Intelligence, Explained: How AI Powers Incrementality Testing at Haus**](/content/blog/causal-intelligence-explained-how-ai-powers-incrementality-testing-at-haus/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Jan 8, 2026

Haus is built on AI and machine learning that strengthens the speed, accuracy, and reliability of incrementality tests.

[**Measuring Big Brand Moments With Time Tests**](/content/blog/measuring-big-brand-moments-with-time-tests/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Dec 15, 2025

Now live in the Haus app, Time Tests estimate the incremental impact of a significant change to your business when test and control groups aren’t feasible.

[**Causal Intelligence: How AI Works in Haus**](/content/blog/causal-intelligence-how-ai-works-in-haus/index.html)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Nov 21, 2025

Haus' AI-driven platform unleashes scientific rigor, reduces manual errors, and makes complex analytics accessible and actionable for every marketer.

[**Why Identification Matters: Changing How We Think About MMM**](/content/blog/why-identification-matters-changing-how-we-think-about-mmm/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Nov 11, 2025

Identification is all about teasing out real causal relationships between tactics and outcomes — and it's the backbone of Haus’ Causal MMM.

View more

[**Introducing Causal MMM**](/content/blog/introducing-causal-mmm/index.html)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Oct 16, 2025

Meet Causal MMM: A marketing mix model that inspires trust, provides clarity, and drives smart marketing investments.

[**GeoFences: Precise Geographic Control for Marketing Experiments**](/content/blog/geofences-precise-geographic-control-for-marketing-experiments/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Aug 6, 2025

GeoFences enable you to exclude markets from your test that aren’t relevant to your business — helping you focus more deeply on the ones that are.

[**Run Cleaner, More Accurate Holdout Tests with Haus Commuting Zones**](/content/blog/run-cleaner-more-accurate-holdout-tests-with-haus-commuting-zones/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Jul 9, 2025

Based on open source mobility data collected from mobile phone GPS data, Haus Commuting Zones minimize spillover and improve test accuracy.

[**Haus Launches Fixed Geo Tests to Measure Billboards, Regional, and OOH Activations**](/content/blog/haus-launches-fixed-geo-tests-to-measure-billboards-regional-and-ooh-activations/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Jun 23, 2025

Haus’ exclusive Fixed Geo Tests enable marketers to rigorously measure campaigns that are traditionally difficult to quantify.

[**Beyond the Buzzwords: Why Transparency Matters in Incrementality Testing**](/content/blog/beyond-the-buzzwords-why-transparency-matters-in-incrementality-testing/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Apr 29, 2025

Brands need to have complete information to make responsible decisions like their company depends on it.

[**A First Look at Causal MMM**](/content/blog/a-first-look-at-causal-mmm/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Feb 19, 2025

Causal MMM is a new product from Haus founded on incrementality experiments. Coming 2025.

[**Matched Market Tests Don't Cut It: Why Haus Uses Synthetic Control in Incrementality Experiments**](/content/blog/matched-market-tests-dont-cut-it-why-haus-uses-synthetic-control-in-incrementality-experiments/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Jan 28, 2025

Haus’ synthetic control produces results that are 4x more precise than those produced by matched market tests.

[**2025: The Year of Privacy-Durable Marketing Measurement**](/content/blog/2025-the-year-of-privacy-durable-marketing-measurement/index.html)

.avif)

[Haus Platform](/content/blog-categories/haus-platform/index.html)

Dec 28, 2024

Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.

## Education

Go deep on the fundamentals of incrementality, MMM, and more.

[**Why Your MMM Disagrees with How You Actually Plan**](/content/blog/why-your-mmm-disagrees-with-how-you-actually-plan/index.html)

.png)

[Education](/content/blog-categories/education/index.html)

Jul 16, 2026

The model should adapt to the way your business actually decides — which goes as far as your experiments allow

[**High Demand, Higher Stakes: Measurement During Peak Season**](/content/blog/high-demand-higher-stakes-measurement-during-peak-season/index.html)

[Education](/content/blog-categories/education/index.html)

Jul 9, 2026

In this guide, we outline a better way to plan, test, and measure marketing during peak demand periods.

[**How to Talk to Your Boss About Causal MMM**](/content/blog/how-to-talk-to-your-boss-about-causal-mmm/index.html)

.png)

[Education](/content/blog-categories/education/index.html)

Jul 7, 2026

If you’re gearing up to propose a Causal MMM, then that probably means your current MMM isn’t cutting it, and you’re ready to make the case for something better.

[**GeoLift to cMMM: Getting more from your incrementality practice**](/content/blog/geolift-mmm-getting-more-from-your-incrementality-practice/index.html)

[Education](/content/blog-categories/education/index.html)

Jun 30, 2026

GeoLift answers whether a channel worked. Causal MMM answers what to spend on each channel.

[**Are You Ready for An MMM?**](/content/blog/are-you-ready-for-an-mmm/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jun 17, 2026

You're likely ready for an MMM when you’re no longer relying on just one or two channels and instead have activated a mix of channels. Let's dig deeper into what that looks like.

[**Why Enterprise Marketing Teams Stay Stuck on Bad Data (And How the Good Ones Get Out)**](/content/blog/why-enterprise-marketing-teams-stay-stuck-on-bad-data-and-how-the-good-ones-get-out/index.html)

[Education](/content/blog-categories/education/index.html)

Jun 2, 2026

Most enterprise teams know their marketing data isn't good enough. Haus Enterprise Measurement Strategist Kevin Keeley knows a thing or two about where the best ones start.

View more

[**What is an enterprise incrementality platform?**](/content/blog/what-is-an-enterprise-incrementality-platform/index.html)

[Education](/content/blog-categories/education/index.html)

May 28, 2026

Every marketing team is running the same race: spend is growing, channels are multiplying, and the finance team wants to know whether any of it is actually working.

[**Choosing a marketing measurement platform for media and entertainment**](/content/blog/choosing-a-marketing-measurement-platform-for-media-and-entertainment/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 25, 2026

Media and entertainment companies don't have a measurement problem; they have several, stacked on top of each other in ways that make standard measurement tools look inadequate before you've even started.

[**AI marketing measurement: What do you need in your stack?**](/content/blog/ai-marketing-measurement-what-do-you-need-in-your-stack/index.html)

[Education](/content/blog-categories/education/index.html)

May 24, 2026

Most marketing teams are spending money on measurement. The harder question is whether they're measuring the right things, with the right tools, in a way that actually leads to better decisions.

[**What is causal marketing?**](/content/blog/what-is-causal-marketing/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 20, 2026

Incrementality is the marketing term for causality. An incremental conversion is one that resulted specifically from ad exposure, meaning it wouldn't have happened without the marketing.

[**Meta is changing its attribution settings. Here’s what you need to know.**](/content/blog/meta-is-changing-its-attribution-settings-heres-what-you-need-to-know/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 19, 2026

Meta is overhauling its attribution settings, including a new Incremental Attribution option. Here's what's changing and how to test what works for your brand.

[**Diversifying The Right Way: A Framework for Calculating the Marginal Efficiency of Your Marketing Channels**](/content/blog/diversifying-the-right-way-a-framework-for-calculating-the-marginal-efficiency-of-your-marketing-channels/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 12, 2026

An effective channel diversification strategy starts with grounding your thinking in marginal efficiency — not average efficiency. Here's how to do that.

[**Three Lessons Marketers Can Learn From a Failing Football Club**](/content/blog/three-lessons-marketers-can-learn-from-a-failing-football-club/index.html)

[Education](/content/blog-categories/education/index.html)

Apr 27, 2026

What Tottenham’s collapse reveals about the right — and wrong — way to use advanced analytics.

[**Is Your Marketing ROI Real? A Brief History of Scanners and Sales**](/content/blog/is-your-marketing-roi-real-a-brief-history-of-scanners-and-sales/index.html)

[Education](/content/blog-categories/education/index.html)

Apr 13, 2026

When brands cut prospecting to chase ROAS, they stop replenishing future demand – and history illustrates what happens next.

[**How to Run Geo Experiments During Sporting Events**](/content/blog/how-to-run-geo-experiments-during-sporting-events/index.html)

[Education](/content/blog-categories/education/index.html)

Mar 16, 2026

We unpack how Haus uses covariate stratification to help enterprise streaming platforms, broadcasters, and sportsbooks accurately measure the impact of ads run during live sports.

[**How long should you run an incrementality test for?**](/content/blog/how-long-should-you-run-an-incrementality-test-for/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Mar 10, 2026

We offer heuristics for determining test duration based on data from thousands of Haus tests and advice from Haus Measurement Strategists.

[**The Best Incrementality Testing Tools: How to Choose**](/content/blog/choosing-the-best-incrementality-testing-tool/index.html)

[Education](/content/blog-categories/education/index.html)

Mar 9, 2026

Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.

[**How to Tie a Super Bowl Ad to Business Outcomes**](/content/blog/how-to-tie-a-super-bowl-ad-to-business-outcomes-the-haus-playbook-for-measuring-tentpole-brand-campaigns/index.html)

[Education](/content/blog-categories/education/index.html)

Feb 4, 2026

The Haus playbook for measuring tentpole brand campaigns

[**MTA vs. MMM: Choosing Between Multi-Touch Attribution and Marketing Mix Modeling**](/content/blog/mta-vs-mmm-choosing-between-multi-touch-attribution-and-marketing-mix-modeling/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Dec 26, 2025

Let's unpack the differences between multi-touch attribution (MTA) and marketing mix modeling (MMM) and when each approach comes in handy for marketers.

[**MMM Software: What Should You Look For?**](/content/blog/mmm-software-what-should-you-look-for/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Dec 5, 2025

We discuss some of the key questions to ask a potential MMM provider — and the importance of prioritizing causality.

[**How are incrementality experiments different from A/B experiments?**](/content/blog/incrementality-testing-vs-a-b-testing-what-is-each-for/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Nov 5, 2025

Use A/B testing to optimize and incrementality testing to prove impact. Dive into differences, use cases, and how to pick the right test.

[**How Traditional Marketing Mix Modeling (MMM) Works in 2025 — and Why It’s Evolving**](/content/blog/how-traditional-marketing-mix-modeling-mmm-works-in-2025/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Oct 31, 2025

Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation — but that's changing.

[**Marketing Measurement: The Fundamentals**](/content/blog/marketing-measurement-the-fundamentals/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Oct 19, 2025

Learn the fundamentals of marketing measurement — from ROAS and MMM to incrementality testing — and discover how to measure true campaign impact.

[**Incrementality: The Fundamentals**](/content/blog/incrementality-fundamentals/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Oct 9, 2025

Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.

[**Marketing Attribution: The Fundamentals**](/content/blog/marketing-attribution-the-fundamentals/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Oct 3, 2025

Discover what marketing attribution is, how it works, its pros and cons in 2025, and why incrementality testing provides a more precise measure of ROI.

[**Can You Measure The Incrementality of Out-Of-Home (OOH) Marketing?**](/content/blog/can-you-measure-the-incrementality-of-out-of-home-ooh-marketing/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Sep 26, 2025

Experiments reveal causality and establish the ground truth for cross-channel decision-making — even when it comes to OOH campaigns.

[**Trust In, Trust Out: Why An MMM Built on Experiments Yields More Accurate Results**](/content/blog/trust-in-trust-out-why-an-mmm-built-on-experiments-yields-more-accurate-results/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Sep 17, 2025

Traditional MMM fails on bad data. Learn how Haus treats experiments as ground truth, taming noise and multicollinearity for trustworthy guidance.

[**What To Test in Q4: Advice from Haus Experts**](/content/blog/what-to-test-in-q4-advice-from-haus-experts/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Sep 16, 2025

Haus experts offer four useful, non-obvious incrementality tests that can prepare you for the busiest period of the marketing calendar.

[**Marketing Mix Modeling (MMM) Fundamentals: A Modern Guide**](/content/blog/marketing-mix-modeling-mmm-fundamentals-a-modern-guide/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Sep 15, 2025

Explore key concepts, benefits, and practical steps around MMMs — helping you measure and optimize marketing effectiveness.

[**Incrementality Experiments: A Comprehensive Guide**](/content/blog/incrementality-experiments-a-comprehensive-guide/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Sep 4, 2025

We explore incrementality experiments from all angles — what they are, why they matter, and how they translate into business impact.

[**Optimizing Meta Ads: A Playbook for Brands**](/content/blog/optimizing-meta-ads-a-playbook-for-brands/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Aug 15, 2025

From balancing the funnel to optimizing creative, our new guide has data-backed tips for improving performance on Meta.

[**Is Meta Incremental?**](/content/blog/is-meta-incremental/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Aug 13, 2025

We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.

[**Geo Experiments: The Fundamentals**](/content/blog/geo-experiments-the-fundamentals/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Aug 7, 2025

Explore geo experiments from all angles — what they are, why they matter, and how you can use them to measure incremental impact.

[**When Is It Time To Start Incrementality Testing?**](/content/blog/when-is-it-time-to-start-incrementality-testing/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jul 23, 2025

At our Open Haus AMA, a customer asked us: “How do you know when a brand is at the scale where investing in an incrementality tool makes sense?”

[**Why Incrementality? (And How to Start Testing)**](/content/blog/why-incrementality-and-how-to-start-testing/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jul 11, 2025

In our recent Open Haus AMA, we were asked why incrementality has become such a buzzword in marketing. Let's dive in.

[**What's The Difference Between Test-Calibrated MMM and Causal MMM?**](/content/blog/whats-the-difference-between-test-calibrated-mmm-and-causal-mmm/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jul 7, 2025

Sometimes used interchangeably, it’s worth clearly distinguishing between these two approaches and what they accomplish.

[**Incrementality Experiments: Best Practices and Mistakes to Avoid**](/content/blog/incrementality-experiments-best-practices-and-mistakes-to-avoid/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jul 1, 2025

Incrementality testing requires proper design and intentional analysis. Let's walk through some best practices (and potential mistakes).

[**Incrementality vs. Attribution: What's The Difference?**](/content/blog/incrementality-vs-attribution-whats-the-difference/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jun 20, 2025

Dive into the key differences between attribution and incrementality — how each approach works, when they're useful, and key pros and cons.

[**Building An Incrementality Practice: A Practical Guide**](/content/blog/building-an-incrementality-practice-a-practical-guide/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jun 13, 2025

Building an incrementality practice is vital for any brand that's trying to improve decision making. Let's explore how to get started.

[**Assembling A Marketing Measurement Plan**](/content/blog/assembling-a-marketing-measurement-plan/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jun 6, 2025

Let’s walk through how to build a marketing measurement plan that puts experimental data at the center.

[**Incrementality Testing vs. Traditional MMM: What's The Difference?**](/content/blog/incrementality-testing-vs-traditional-mmm-whats-the-difference/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 30, 2025

Let's explore some of the differences between traditional media mix modeling and incrementality testing.

[**Optimizing Your Paid Media Mix in Economic Uncertainty: Your 5-Step Playbook**](/content/blog/optimizing-your-paid-media-mix-in-economic-uncertainty-your-5-step-playbook/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 26, 2025

When macroeconomic conditions shift, marketers should proactively partner with finance, understand how budgets may change, and test for efficiency.

[**Incrementality Testing: The Fundamentals**](/content/blog/incrementality-testing-the-fundamentals/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 22, 2025

Incrementality testing isolates true campaign impact — giving you clarity, confidence, and a case your CFO will love.

[**Marketing Measurement: What to Measure and Why**](/content/blog/marketing-measurement-what-to-measure-and-why/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

May 5, 2025

This guide outlines the metrics, testing methods, and proven frameworks you can use to measure marketing effectiveness in 2025.

[**What You’re Actually Measuring in a Platform A/B Test**](/content/blog/what-youre-actually-measuring-in-a-platform-a-b-test/index.html)

[Education](/content/blog-categories/education/index.html)

May 1, 2025

Platform creative tests may not meet the definition of a causal experiment, but they can be performance optimization tool within the bounds of the algorithm.

[**Should I Build My Own MMM Software?**](/content/blog/should-i-build-my-own-mmm-software/index.html)

[Education](/content/blog-categories/education/index.html)

Apr 11, 2025

Let's unpack the pros and cons of building your own in-house marketing mix model versus working with a dedicated measurement partner.

[**Understanding Incrementality Testing**](/content/blog/understanding-incrementality-testing/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Apr 2, 2025

Fuzzy on some of the nuances around incrementality testing? This guide goes deep, unpacking detailed examples and step-by-step processes.

[**How to Know If An Incrementality Test Result Is ‘Good’ – And What to Do About It**](/content/blog/how-to-know-if-an-incrementality-test-result-is-good---and-what-to-do-about-it/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Mar 21, 2025

Plus: What to do when a test result is incremental but not profitable, and a framework for next steps after a test.

[**Getting Started with Causal MMM**](/content/blog/getting-started-with-causal-mmm/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Feb 24, 2025

Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.

[**Getting Started with Incrementality Testing**](/content/blog/getting-started-with-incrementality-testing/index.html)

[Education](/content/blog-categories/education/index.html)

Feb 7, 2025

As the customer journey grows more complex, incrementality testing helps you determine the true, causal impact of your marketing.

[**Incrementality School, E6: How to Foster a Culture of Incrementality Experimentation**](/content/blog/incrementality-school-e6-how-to-foster-a-culture-of-incrementality-experimentation/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Jan 16, 2025

Having the right measurement toolkit for your business is only meaningful insofar as your team’s ability to use that tool.

[**Incrementality School, E5: Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments**](/content/blog/incrementality-school-e5-randomized-control-experiments-conversion-lift-testing-and-natural-experiments/index.html)

.avif)

[Education](/content/blog-categories/education/index.html)

Nov 21, 2024

Sure, the title's a mouthful – but attributing changes in data (ex: ‘my KPI went up') to certain factors (ex: ‘we increased ad spend’) is hard to do well.

[**Incrementality School, E4: Who Needs Incrementality Testing?**](/content/blog/incrementality-school-e4-who-needs-incrementality-testing/index.html)

[Education](/content/blog-categories/education/index.html)

Nov 14, 2024

As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.

[**Incrementality School, E3: How Do Brands Measure Incrementality?**](/content/blog/incrementality-school-e3-how-do-brands-measure-incrementality/index.html)

[Education](/content/blog-categories/education/index.html)

Nov 7, 2024

Traditional MTAs and MMMs won't measure incrementality – but geo experiments reveal clear cause, effect, and value.

[**Incrementality School, E2: What Can You Incrementality Test?**](/content/blog/incrementality-school-e2-what-can-you-incrementality-test/index.html)

[Education](/content/blog-categories/education/index.html)

Oct 31, 2024

Haus’ Customer Marketing Lead Maddie Dault and Success Team Lead Nick Doren dive into what you can incrementality test – and why now's the time.

[**What is Incrementality? (Incrementality School, Episode 1)**](/content/blog/incrementality-school-e1-what-is-incrementality/index.html)

[Education](/content/blog-categories/education/index.html)

Oct 24, 2024

To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.

[**3 Ways to Perfect Your Prime Day Marketing Strategy**](/content/blog/3-ways-to-perfect-your-prime-day-marketing-strategy/index.html)

[Education](/content/blog-categories/education/index.html)

Jun 26, 2024

Think Amazon ads are the only effective marketing channel for Prime Day? Think again.

[**Maximize Your Q4 Growth With 4 High-Impact, Low-Risk Tests**](/content/blog/maximize-your-q4-growth-with-4-high-impact-low-risk-tests/index.html)

[Education](/content/blog-categories/education/index.html)

Nov 8, 2023

Not testing during your busy season may be costing you more than you think.

[**Why Maturing Direct to Consumer Brands Need to Run Incrementality Tests**](/content/blog/why-maturing-direct-to-consumer-brands-need-to-run-incrementality-tests/index.html)

[Education](/content/blog-categories/education/index.html)

Sep 15, 2023

The media strategy that gets DTC brands from zero to one does not get them from one to ten.

[**5 Signs It’s Time to Invest in Incrementality**](/content/blog/5-signs-its-time-to-invest-in-incrementality/index.html)

[Education](/content/blog-categories/education/index.html)

Aug 9, 2023

5 common signs that indicate it is definitely time to start investing in incrementality.

[**Why You Need a 3rd Party Incrementality Partner**](/content/blog/why-you-need-a-3rd-party-incrementality-partner/index.html)

[Education](/content/blog-categories/education/index.html)

Jul 6, 2023

Are you stuck wondering if you should be using 3rd party incrementality studies, ad platform lift studies, or trying to design your own? Find out here.

[**How Automation Is Transforming Growth Marketing**](/content/blog/how-automation-is-transforming-media-buying-in-2023/index.html)

[Education](/content/blog-categories/education/index.html)

May 30, 2023

As platforms force more automation, the role of the media buyer is evolving. Read on to learn what to expect and what levers are left to pull.

[**The Secret to Comparing Marketing Performance Across Channels**](/content/blog/the-secret-to-comparing-marketing-performance-across-channels/index.html)

[Education](/content/blog-categories/education/index.html)

Mar 2, 2023

While incrementality is better than relying on attribution alone, comparing them as-is is challenging. Thankfully, there’s a better way to get an unbiased data point regardless of the channel.

[**Attribution vs Marketing Mix Modeling: Are Any Of Your Methods Precise?**](/content/blog/attribution-vs-marketing-mix-modeling-are-any-of-your-methods-precise/index.html)

[Education](/content/blog-categories/education/index.html)

Feb 8, 2023

Learn which common marketing measurement tactics are accurate, precise, neither or both.

[**How to Use Causal Targeting to Save Money on Promotions**](/content/blog/how-to-use-causal-targeting-to-save-money-on-promotions/index.html)

[Education](/content/blog-categories/education/index.html)

Feb 1, 2023

Leverage causal targeting to execute promotions that are actually incremental for your business.

[**Are Promotions Growing Your Business or Losing You Money?**](/content/blog/are-promotions-growing-your-business-or-losing-you-money/index.html)

[Education](/content/blog-categories/education/index.html)

Feb 1, 2023

Promotions, despite their potential power and ubiquity, are actually hard to execute well.

[**User-Level Attribution Is Out. Geo-Testing Is the Future.**](/content/blog/user-level-attribution-is-out-in-2023-geo-testing-is-the-future/index.html)

[Education](/content/blog-categories/education/index.html)

Jan 27, 2023

Geotesting is a near-universal approach for measuring the incremental effects of marketing across both upper and lower funnel tactics.

[**Connecting Media Spend to Box Office Revenue**](/content/blog/connecting-media-spend-to-box-office-revenue/index.html)

[Education](/content/blog-categories/education/index.html)

[**Marketing Mix Modeling: What's Changing?**](/content/blog/marketing-mix-modeling-whats-changing/index.html)

[Education](/content/blog-categories/education/index.html)

## Inside Haus

Learn a bit more about who we are and what we do.

[**Haus Names Olivia Kory Chief Marketing Officer**](/content/blog/haus-names-olivia-kory-chief-marketing-officer/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jun 29, 2026

Four years ago, we were a small team with a big point of view. Today, we're trusted by the most sophisticated marketing organizations in the world.

[**How to Turn Your MMM Into A Decision Engine, with Haus’ Hannah Perez**](/content/blog/how-to-turn-your-mmm-into-a-decision-engine-with-haus-hannah-perez/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jun 1, 2026

For many enterprise businesses, their traditional MMM is packed with data but not actionable. Here's how Haus' Hannah Perez helps them operationalize MMM and experiments.

[**How Haus’ Tom O’Bara helps billion-dollar enterprises with their biggest marketing investment decisions**](/content/blog/how-haus-tom-obara-helps-billion-dollar-enterprises-with-their-biggest-marketing-investment-decisions/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Mar 31, 2026

Learn how Haus’ Tom O’Bara helps global brands and studios run impactful incrementality tests and answer their hardest measurement questions.

[**From Guesswork to Causal Truth: Measurement Lifer Feliks Malts’ Best Practices for Incrementality Testing**](/content/blog/from-guesswork-to-causal-truth-measurement-lifer-feliks-malts-best-practices-for-incrementality-testing/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jan 28, 2026

Haus’ Feliks Malts has partnered with hundreds of teams on their incrementality testing programs. Here's how he ensures they're set up to drive real business impact.

[**“It Felt Like A Civic Duty”: Why MMM Specialist Arthur Anglade Joined Haus**](/content/blog/it-felt-like-a-civic-duty-why-mmm-specialist-arthur-anglade-joined-haus/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Oct 22, 2025

Haus Principal Measurement Strategy Specialist Arthur Anglade has seen a lot of MMMs in his day. He sits down to explain why Causal MMM is different.

[**World-Renowned Economist Susan Athey Joins Haus As Scientific Advisor**](/content/blog/world-renowned-economist-susan-athey-joins-haus-as-scientific-advisor/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Oct 6, 2025

In this Q&A, John Bates Clark Medal-winning economist Susan Athey discusses why Haus is a company she just had to be a part of.

View more

[**How Hoon Hong Uses Testing To Help Haus Customers Sharpen Their Storytelling**](/content/blog/how-hoon-hong-uses-testing-to-help-haus-customers-sharpen-their-storytelling/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Sep 23, 2025

Learn how Haus Measurement Strategist Hoon Hong uses incrementality tests to sharpen brands' storytelling and connect with key audiences.

[**How An Applied Math Professor Turns Her Expertise Into Impact at Haus**](/content/blog/how-an-applied-math-professor-turns-her-expertise-into-impact-at-haus/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jun 26, 2025

We talked to Senior Technical Fellow Vanja Dukic about her journey to Haus and how Haus lets academics translate their knowledge into action.

[**How Victoria Brandley Went from Early Haus Customer to Haus Measurement Strategist**](/content/blog/how-victoria-brandley-went-from-early-haus-customer-to-haus-measurement-strategist/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jun 9, 2025

Measurement Strategist Victoria Brandley walks us through her full-circle journey to Haus and how she became an incrementality believer.

[**Why An Econometrics PhD Left Meta To Tackle Big Causal Questions at Haus**](/content/blog/why-an-econometrics-phd-left-meta-to-tackle-big-causal-questions-at-haus/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

May 2, 2025

Senior Applied Scientist Ittai Shacham walks us through life on the Haus Science team and the diverse expertise needed to build causal models.

[**Why An Analytics Expert Left Agency Life to Become Haus' First Measurement Strategist**](/content/blog/why-an-analytics-expert-left-agency-life-to-become-haus-first-measurement-strategist/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Apr 10, 2025

Measurement Strategy Team Lead Alyssa Francis sat down with us to discuss how she pushes customers to challenge the testing status quo.

[**Why A Leading Economist From Amazon Came to Haus to Democratize Causal Inference**](/content/blog/why-a-leading-economist-from-amazon-came-to-haus-to-democratize-causal-inference/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Mar 19, 2025

We sit down with Principal Economist Phil Erickson to talk about Haus’ “unhealthy obsession” with productizing causal inference.

[**Haus x Crisp: Measure What Matters in CPG Marketing**](/content/blog/measure-what-matters-in-cpg-marketing-with-haus-and-crisp/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Mar 13, 2025

When real-time retail data meets incrementality testing, CPG brands can finally measure what’s working and optimize ad spend with confidence.

[**Why Magic Spoon’s Former Head of Growth Embraces Incrementality at Haus**](/content/blog/why-magic-spoons-former-head-of-growth-embraces-incrementality-at-haus/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Mar 10, 2025

In our first episode of Haus Spotlight, we speak to Measurement Strategist Chandler Dutton about the in-the-weeds approach Haus takes with customers.

[**Inside the Offsite: Why Haus?**](/content/blog/why-haus-offsite-edition/index.html)

.png)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Oct 17, 2024

At this year's offsite, we dove into why – of all the companies, options, and career paths out there – our growing team chose Haus.

[**Haus Named One of LinkedIn's Top Startups**](/content/blog/haus-named-one-of-linkedins-top-startups/index.html)

.avif)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Sep 25, 2024

A note from Zach Epstein, Haus CEO.

[**Haus Announces $20M Raise Led by 01 Advisors**](/content/blog/haus-announces-20m-raise-led-by-01-advisors/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jul 30, 2024

With this additional support, Haus is well-positioned to deepen our causal inference capabilities and announce a new product: Causal Attribution.

[**$17M Series A, Led by Insight Partners**](/content/blog/17m-series-a-led-by-insight-partners/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Aug 3, 2023

Haus raises $17M Series A led by Insight Partners to build the future of growth intelligence.

[**The Haus Viewpoint**](/content/blog/the-haus-viewpoint/index.html)

[Inside Haus](/content/blog-categories/inside-haus/index.html)

Jan 18, 2023

Haus transforms the way businesses make decisions.