Incrementality 101 | Haus
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Incrementality 101
Do you trust your marketing attribution?
Most marketers don’t. Learn how incrementality ends the guesswork – and helps you invest smarter.
What is incrementality?
Incrementality experiments show you what would have happened without your marketing. Compare business outcomes between exposed and unexposed groups to isolate the impact of your marketing campaigns.
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What can you test with incrementality?
Know where your paid media dollars are best spent by testing:
Channel effectiveness
Is this channel driving incremental value or just taking credit?
Halo effects
Do ecomm ads boost retail and/or Amazon sales?
Efficiency testing
What is the right level of spend for each channel? What is your point of diminishing returns?
Upper funnel channels
How effective are no-click channels like out-of-home activations, billboards, YouTube, and CTV?
Long-term impact
What impact does your marketing have after your campaign ends?
Media mix testing
What’s the right overall mix of upper and lower funnel channels?
Secondary metrics
How does different marketing impact predicted-LTV or new customers, not just conversions?
Promotions and seasonality
How does the effectiveness of your marketing change at different times of year?
The Laws of Incrementality
Whether you’re new to incrementality or a testing veteran, The Laws of Incrementality apply no matter your measurement stack, industry, or job family.
Incrementality = experiments
Not all incrementality experiments are created equal
Incrementality is a continuous practice
Incrementality is unique to your business
Acting on incrementality improves your business
The Laws of Incrementality
Whether you’re new to incrementality or a testing veteran, The Laws of Incrementality apply no matter your measurement stack, industry, or job family.
Incrementality = experiments
Not all incrementality experiments are created equal
Incrementality is a continuous practice
Incrementality is unique to your business
Acting on incrementality improves your business
Interactive Case Study
How Mejuri Discovered What Was Really Driving Sales
“Haus has opened our eyes to the true incrementality of our marketing channels.”
Maddie Gaasenbeek
Marketing, Mejuri
57%
iROAS
12.9%
Incremental sales
Incrementality School
Beginner lessons for those just getting started.
Lesson 1 What is Incrementality?
To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.
Lesson 2 What Can You Incrementality Test?
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.
Lesson 3 How Do Brands Measure Incrementality?
Traditional MTAs and MMMs won't measure incrementality – but geo experiments reveal clear cause, effect, and value.
Lesson 4 Who Needs Incrementality Testing?
As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.
Lesson 5 Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments
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.
Lesson 6 How to Foster a Culture of Incrementality Experimentation
Having the right measurement toolkit for your business is only meaningful insofar as your team’s ability to use that tool.
GeoLift to cMMM: Getting more from your incrementality practice
Jun 30, 2026
GeoLift answers whether a channel worked. Causal MMM answers what to spend on each channel.
Haus Names Olivia Kory Chief Marketing Officer
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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 Film Studios and Streamers Measure Marketing ROI
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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?
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.
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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.
Can An AI Agent Make Budget Decisions You’d Bet Your Business On?
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Jun 3, 2026
Marketers have long made billion-dollar budget calls on incomplete data. Architect is built to change that.
Why Enterprise Marketing Teams Stay Stuck on Bad Data (And How the Good Ones Get Out)
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.
How to Turn Your MMM Into A Decision Engine, with Haus’ Hannah Perez
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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.
What is an enterprise incrementality platform?
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
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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?
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.
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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.
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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.
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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
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
Apr 13, 2026
When brands cut prospecting to chase ROAS, they stop replenishing future demand – and history illustrates what happens next.
Meta’s Attribution Overhaul: What Marketers Should Do Next
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Apr 7, 2026
Meta’s attribution changes could be affecting more than your reporting. Here's why you should retest your setup and how to use lift tests to settle the debate.
Mar 31, 2026
Learn how Haus’ Tom O’Bara helps global brands and studios run impactful incrementality tests and answer their hardest measurement questions.
How to Run Geo Experiments During Sporting Events
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?
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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
Mar 9, 2026
Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.
How Haus Scales Causal Marketing Measurement Without Human Bias
Feb 24, 2026
How automating hundreds of causal models a week – and grading them with a blind exam – yields better outcomes for businesses.
How to Tie a Super Bowl Ad to Business Outcomes
Feb 4, 2026
The Haus playbook for measuring tentpole brand campaigns
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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.
Causal Intelligence, Explained: How AI Powers Incrementality Testing at Haus
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Jan 8, 2026
Haus is built on AI and machine learning that strengthens the speed, accuracy, and reliability of incrementality tests.
MTA vs. MMM: Choosing Between Multi-Touch Attribution and Marketing Mix Modeling
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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.
Measuring Big Brand Moments With Time Tests
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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.
The Cyber Week Incrementality Report: How CTV, YouTube, and Paid Social Drive ROI
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Dec 11, 2025
We analyzed over a hundred incrementality tests before, during, and after BFCM 2025 and uncovered dramatic delayed conversion effects.
MMM Software: What Should You Look For?
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Dec 5, 2025
We discuss some of the key questions to ask a potential MMM provider — and the importance of prioritizing causality.
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.
Causal Intelligence: How AI Works in Haus
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
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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.
How are incrementality experiments different from A/B experiments?
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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
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Oct 31, 2025
Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation — but that's changing.
“It Felt Like A Civic Duty”: Why MMM Specialist Arthur Anglade Joined Haus
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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.
Marketing Measurement: The Fundamentals
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Oct 19, 2025
Learn the fundamentals of marketing measurement — from ROAS and MMM to incrementality testing — and discover how to measure true campaign impact.
Oct 16, 2025
Meet Causal MMM: A marketing mix model that inspires trust, provides clarity, and drives smart marketing investments.
Incrementality: The Fundamentals
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Oct 9, 2025
Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.
World-Renowned Economist Susan Athey Joins Haus As Scientific Advisor
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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.
Marketing Attribution: The Fundamentals
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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.
When Is Branded Search Worth the Investment?
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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.
Can You Measure The Incrementality of Out-Of-Home (OOH) Marketing?
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Sep 26, 2025
Experiments reveal causality and establish the ground truth for cross-channel decision-making — even when it comes to OOH campaigns.
How Hoon Hong Uses Testing To Help Haus Customers Sharpen Their Storytelling
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Sep 23, 2025
Learn how Haus Measurement Strategist Hoon Hong uses incrementality tests to sharpen brands' storytelling and connect with key audiences.
Trust In, Trust Out: Why An MMM Built on Experiments Yields More Accurate Results
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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
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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
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Sep 15, 2025
Explore key concepts, benefits, and practical steps around MMMs — helping you measure and optimize marketing effectiveness.
Incrementality Experiments: A Comprehensive Guide
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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
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Aug 15, 2025
From balancing the funnel to optimizing creative, our new guide has data-backed tips for improving performance on Meta.
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Aug 13, 2025
We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.
Geo Experiments: The Fundamentals
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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.
GeoFences: Precise Geographic Control for Marketing Experiments
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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.
The Meta Report: Lessons from 640 Haus Incrementality Experiments
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?
When Is It Time To Start Incrementality Testing?
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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)
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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.
Run Cleaner, More Accurate Holdout Tests with Haus Commuting Zones
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Jul 9, 2025
Based on open source mobility data collected from mobile phone GPS data, Haus Commuting Zones minimize spillover and improve test accuracy.
What's The Difference Between Test-Calibrated MMM and Causal MMM?
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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
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Jul 1, 2025
Incrementality testing requires proper design and intentional analysis. Let's walk through some best practices (and potential mistakes).
How An Applied Math Professor Turns Her Expertise Into Impact at Haus
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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.
Haus Launches Fixed Geo Tests to Measure Billboards, Regional, and OOH Activations
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Jun 23, 2025
Haus’ exclusive Fixed Geo Tests enable marketers to rigorously measure campaigns that are traditionally difficult to quantify.
Incrementality vs. Attribution: What's The Difference?
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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
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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.
How Victoria Brandley Went from Early Haus Customer to Haus Measurement Strategist
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Jun 9, 2025
Measurement Strategist Victoria Brandley walks us through her full-circle journey to Haus and how she became an incrementality believer.
Assembling A Marketing Measurement Plan
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Jun 6, 2025
Let’s walk through how to build a marketing measurement plan that puts experimental data at the center.
What Brands Should Be Thinking About In Advance of Prime Day 2025
Jun 5, 2025
Our Measurement Strategists explain which tests can make a difference as you prep for Prime Day 2025.
Incrementality Testing vs. Traditional MMM: What's The Difference?
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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
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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
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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
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May 5, 2025
This guide outlines the metrics, testing methods, and proven frameworks you can use to measure marketing effectiveness in 2025.
Why An Econometrics PhD Left Meta To Tackle Big Causal Questions at Haus
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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.
What You’re Actually Measuring in a Platform A/B Test
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.
Beyond the Buzzwords: Why Transparency Matters in Incrementality Testing
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Apr 29, 2025
Brands need to have complete information to make responsible decisions like their company depends on it.
Should I Build My Own MMM Software?
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.
Why An Analytics Expert Left Agency Life to Become Haus' First Measurement Strategist
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.
Understanding Incrementality Testing
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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
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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.
Why A Leading Economist From Amazon Came to Haus to Democratize Causal Inference
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
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
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.
Do YouTube Ads Perform? Lessons From 190 Incrementality Tests
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Mar 6, 2025
An exclusive Haus analysis shows YouTube often delivers powerful new customer acquisition and retail halo effects that traditional metrics miss.
Getting Started with Causal MMM
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Feb 24, 2025
Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.
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Feb 19, 2025
Causal MMM is a new product from Haus founded on incrementality experiments. Coming 2025.
Would You Bet Your Budget on That? The Case for Honest Marketing Measurement
Feb 14, 2025
Acknowledging uncertainty enables brands to make better, more profitable decisions.
Getting Started with Incrementality Testing
Feb 7, 2025
As the customer journey grows more complex, incrementality testing helps you determine the true, causal impact of your marketing.
Matched Market Tests Don't Cut It: Why Haus Uses Synthetic Control in Incrementality Experiments
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Jan 28, 2025
Haus’ synthetic control produces results that are 4x more precise than those produced by matched market tests.
Incrementality School, E6: How to Foster a Culture of Incrementality Experimentation
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Jan 16, 2025
Having the right measurement toolkit for your business is only meaningful insofar as your team’s ability to use that tool.
Geo-Level Data Now Available for Amazon Vendor Central Brands
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Jan 6, 2025
Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.
2025: The Year of Privacy-Durable Marketing Measurement
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Dec 28, 2024
Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.
Meta Shares New Conversion Restrictions for Health and Wellness Brands
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Nov 25, 2024
Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.
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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?
Nov 14, 2024
As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.
Incrementality School, E3: How Do Brands Measure Incrementality?
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?
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)
Oct 24, 2024
To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.
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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
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Sep 25, 2024
A note from Zach Epstein, Haus CEO.
Google Announces Plan to Migrate Video Action Campaigns to Demand Gen
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Sep 6, 2024
The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.
Conversion Lag Insights: How Haus Tests Can Help Optimize Q4 Budgets
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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
Aug 20, 2024
We analyzed experiments from leading brands to understand the incremental impacts of including vs. excluding branded terms in PMAX campaigns.
CommerceNext Session Recap: How Newton Baby Uses Incrementality Experiments to Maximize ROI
Aug 9, 2024
“We ran the test of cutting spend pretty significantly and it turns out a lot of that spend was not incremental,” says Aaron Zagha, Newton Baby CMO.
Haus Announces $20M Raise Led by 01 Advisors
Jul 30, 2024
With this additional support, Haus is well-positioned to deepen our causal inference capabilities and announce a new product: Causal Attribution.
FAQs
What is the difference between incrementality and attribution?
Incrementality testing measures the causal impact of a marketing activity. What would have happened if we hadn't run this campaign? By establishing a counterfactual, incrementality testing measures the additional value generated from the marketing activity.
Attribution assigns credit to different channels and touchpoints. Which channels contributed to this conversion? It distributes credit across channels or tactics – often in the form of views, clicks, or impressions – but doesn't measure if the conversion would have happened without the marketing activity. Attribution doesn't measure causality.
What is the difference between incrementality and MMM?
Marketing mix models (MMMs) are statistical models – often regression-based – that aim to quantify the impact of marketing and non-marketing variables (like seasonality or pricing) on business KPIs (like sales or conversions). Importantly, they use historical aggregated data to feed the model. Traditional MMMs can be helpful in illustrating correlations, but won't explain what caused or will cause business outcomes.
Incrementality testing measures how a change in tactics impacts a change in outcomes. Haus' Causal MMM is built on incrementality test results, meaning it's fundamentally powered by causal data that can provide more accurate recommendations on budget allocation and business decisions.
What is the difference between incrementality testing and A/B testing?
A/B testing compares two variants side by side, measuring which one is more effective. Incrementality gets at the causal impact of a marketing tactic by creating one group that receives the tactic and one group that doesn’t, isolating how business outcomes would differ in the absence of that tactic.
For more on this, we recommend checking out this article.
Can incrementality testing work with offline marketing channels?
Yes. If It's geo-segementable, it's eligible for incrementality testing.
Learn how Haus helps brands measure the incrementality of offline campaigns like billboards, regional, linear TV, store openings, and out-of-home (OOH) activations with Fixed Geo Tests.
How often should a brand be incrementality testing?
Incrementality is a continuous practice. It's not a once-or-twice-and-done thing – because incrementality experiments represent a point in time, you're never "done" testing. There is always something new to test, learn, and optimize. High-velocity testing = more learnings = better business decisions.
Not having an incrementality test running is a missed opportunity to run an efficient business.
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In this guide, we outline a better way to plan, test, and measure marketing during peak demand periods.
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GeoLift answers whether a channel worked. Causal MMM answers what to spend on each channel.
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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?
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AppLovin is proving it can drive efficient DTC growth — now the question is how durable that performance is as the channel matures.
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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
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When brands cut prospecting to chase ROAS, they stop replenishing future demand – and history illustrates what happens next.
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Learn how Haus’ Tom O’Bara helps global brands and studios run impactful incrementality tests and answer their hardest measurement questions.
How to Run Geo Experiments During Sporting Events
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How long should you run an incrementality test for?
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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
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Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.
How Haus Scales Causal Marketing Measurement Without Human Bias
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How automating hundreds of causal models a week – and grading them with a blind exam – yields better outcomes for businesses.
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Dec 11, 2025
We analyzed over a hundred incrementality tests before, during, and after BFCM 2025 and uncovered dramatic delayed conversion effects.
MMM Software: What Should You Look For?
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Dec 5, 2025
We discuss some of the key questions to ask a potential MMM provider — and the importance of prioritizing causality.
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.
Causal Intelligence: How AI Works in Haus
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
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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.
How are incrementality experiments different from A/B experiments?
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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.
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Oct 31, 2025
Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation — but that's changing.
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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.
Marketing Measurement: The Fundamentals
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Oct 19, 2025
Learn the fundamentals of marketing measurement — from ROAS and MMM to incrementality testing — and discover how to measure true campaign impact.
Oct 16, 2025
Meet Causal MMM: A marketing mix model that inspires trust, provides clarity, and drives smart marketing investments.
Incrementality: The Fundamentals
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Oct 9, 2025
Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.
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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.
Marketing Attribution: The Fundamentals
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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.
When Is Branded Search Worth the Investment?
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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.
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Sep 26, 2025
Experiments reveal causality and establish the ground truth for cross-channel decision-making — even when it comes to OOH campaigns.
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Sep 23, 2025
Learn how Haus Measurement Strategist Hoon Hong uses incrementality tests to sharpen brands' storytelling and connect with key audiences.
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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
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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
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Sep 15, 2025
Explore key concepts, benefits, and practical steps around MMMs — helping you measure and optimize marketing effectiveness.
Incrementality Experiments: A Comprehensive Guide
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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
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Aug 15, 2025
From balancing the funnel to optimizing creative, our new guide has data-backed tips for improving performance on Meta.
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Aug 13, 2025
We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.
Geo Experiments: The Fundamentals
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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.
GeoFences: Precise Geographic Control for Marketing Experiments
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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.
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?
When Is It Time To Start Incrementality Testing?
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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)
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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.
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Jul 9, 2025
Based on open source mobility data collected from mobile phone GPS data, Haus Commuting Zones minimize spillover and improve test accuracy.
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Jul 7, 2025
Sometimes used interchangeably, it’s worth clearly distinguishing between these two approaches and what they accomplish.
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Jul 1, 2025
Incrementality testing requires proper design and intentional analysis. Let's walk through some best practices (and potential mistakes).
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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.
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Jun 23, 2025
Haus’ exclusive Fixed Geo Tests enable marketers to rigorously measure campaigns that are traditionally difficult to quantify.
Incrementality vs. Attribution: What's The Difference?
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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
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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.
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Jun 9, 2025
Measurement Strategist Victoria Brandley walks us through her full-circle journey to Haus and how she became an incrementality believer.
Assembling A Marketing Measurement Plan
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Jun 6, 2025
Let’s walk through how to build a marketing measurement plan that puts experimental data at the center.
Jun 5, 2025
Our Measurement Strategists explain which tests can make a difference as you prep for Prime Day 2025.
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May 30, 2025
Let's explore some of the differences between traditional media mix modeling and incrementality testing.
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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
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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
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May 5, 2025
This guide outlines the metrics, testing methods, and proven frameworks you can use to measure marketing effectiveness in 2025.
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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.
What You’re Actually Measuring in a Platform A/B Test
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.
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Apr 29, 2025
Brands need to have complete information to make responsible decisions like their company depends on it.
Should I Build My Own MMM Software?
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.
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.
Understanding Incrementality Testing
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Apr 2, 2025
Fuzzy on some of the nuances around incrementality testing? This guide goes deep, unpacking detailed examples and step-by-step processes.
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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.
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
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.
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.
Do YouTube Ads Perform? Lessons From 190 Incrementality Tests
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Mar 6, 2025
An exclusive Haus analysis shows YouTube often delivers powerful new customer acquisition and retail halo effects that traditional metrics miss.
Getting Started with Causal MMM
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Feb 24, 2025
Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.
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Feb 19, 2025
Causal MMM is a new product from Haus founded on incrementality experiments. Coming 2025.
Feb 14, 2025
Acknowledging uncertainty enables brands to make better, more profitable decisions.
Getting Started with Incrementality Testing
Feb 7, 2025
As the customer journey grows more complex, incrementality testing helps you determine the true, causal impact of your marketing.
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Jan 28, 2025
Haus’ synthetic control produces results that are 4x more precise than those produced by matched market tests.
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Jan 16, 2025
Having the right measurement toolkit for your business is only meaningful insofar as your team’s ability to use that tool.
Geo-Level Data Now Available for Amazon Vendor Central Brands
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Jan 6, 2025
Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.
2025: The Year of Privacy-Durable Marketing Measurement
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Dec 28, 2024
Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.
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Nov 25, 2024
Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.
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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?
Nov 14, 2024
As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.
Incrementality School, E3: How Do Brands Measure Incrementality?
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?
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)
Oct 24, 2024
To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.
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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
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Sep 25, 2024
A note from Zach Epstein, Haus CEO.
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Sep 6, 2024
The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.
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Sep 5, 2024
Post-treatment windows offer a unique glimpse into the lingering impacts of advertising campaigns after they’ve concluded.
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