From the Lab
The latest experiment results and thought leadership from the Haus team.
GeoFences: Precise Geographic Control for Marketing Experiments
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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

An exclusive Haus analysis show Meta is incremental in most cases — but is the platform's move toward automation improving incremental efficiency?
Run Cleaner, More Accurate Holdout Tests with Haus Commuting Zones
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Based on open source mobility data collected from mobile phone GPS data, Haus Commuting Zones minimize spillover and improve test accuracy.
What Brands Should Be Thinking About In Advance of Prime Day 2025

Our Measurement Strategists explain which tests can make a difference as you prep for Prime Day 2025.
Beyond the Buzzwords: Why Transparency Matters in Incrementality Testing
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Brands need to have complete information to make responsible decisions like their company depends on it.
Do YouTube Ads Perform? Lessons From 190 Incrementality Tests
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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

Acknowledging uncertainty enables brands to make better, more profitable decisions.
Matched Market Tests Don't Cut It: Why Haus Uses Synthetic Control in Incrementality Experiments
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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
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Haus incrementality testing doesn’t rely on pixels, PII, or other data that may be vulnerable to privacy regulations.
Conversion Lag Insights: How Haus Tests Can Help Optimize Q4 Budgets
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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

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

“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.
Statistical Significance Is Costing You Money

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