From the Lab
The latest experiment results and thought leadership from the Haus team.
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.
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