# Incrementality

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.

[What is incrementality?](https://www.youtube.com/watch?v=DCuOqSkg018)

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## Traditional measurement is leading you astray

As privacy regulations tighten, click-based reporting is increasingly inaccurate. It under values upper funnel channels, overvalues lower funnel and only measures digital channels.

Traditional MMMs, built on correlation, have significant reporting delays, leading to outdated insights.

Advance your measurement model from correlation to causation.

## Holdout tests enable you to measure true incrementality

## Test and control experiments

Measure the incremental impact of a channel or tactic with a two or three cell experiment, using a control group to establish causation.

Measure KPIs that matters to your business and move beyond vanity metrics like impressions and clicks.

## Build your testing roadmap

Create a testing roadmap using Haus personalized recommendations and templates.

#### Channel

- Search

- Meta

- TikTok

- OTT
- YouTube

#### Within channel

- Brand vs. Non-brand keywords

- Reach vs. Conversion campaigns

- Click vs. Click & view optimization
- Broad vs. Intent based targeting

- UGC vs. Polished creative

#### Multi-channel

- All up social

- Stream TV vs. Linear TV

- TV vs. Digital heavy media mix

- Upper funnel vs. Lower funnel

## Actionable results

Granular reports including daily lift between your treatment and control groups, interactive confidence intervals, and incrementality factors to calibrate your platform, MTA, and MMM reporting.

## Leading businesses use Haus

The Haus platform provided us clarity in our data and led to better investments that saved us millions of dollars.

Brian Borkowski

SVP Marketing, FanDuel

[Read story](/content/customer/fanduel-experimentation/index.html)

Derek Gerberich

Head of Growth, Midi Health

[Read story](/content/customer/caraway/index.html)

Connor Dault

VP Growth, Caraway

[Read story](/content/customer/newton-baby/index.html)

## How confident are you in what’s actually driving your growth?

Make better ad investment decisions with Haus.

[Get a Demo](/content/demo/index.html)