From the Lab

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

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

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

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

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

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

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.

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

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

Our Measurement Strategists explain which tests can make a difference as you prep for Prime Day 2025.

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

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

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

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

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

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

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

“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.

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