JUST PUBLISHED: Do YouTube Ads Perform? Lessons From 190 Incrementality Tests

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Industry News

Trends, insights, and updates shaping marketing science.

Geo-Level Data Now Available for Amazon Vendor Central Brands

Industry News
Jan 6, 2025

Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.

Meta Shares New Conversion Restrictions for Health and Wellness Brands

Industry News
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.

Google Announces Plan to Migrate Video Action Campaigns to Demand Gen

Industry News
Sep 6, 2024

The news leaves advertisers swimming in uncertainty — which is why it’s so important to test before the change.

Why Meta's “Engaged Views” Is a Distraction, Not a Solution

Industry News
Jul 25, 2023

While additional data can be useful, we must question whether this new rollout is truly a solution or merely another diversion.

iOS 17 Feels Like iOS 14 All Over Again. What It Means for Growth Marketing…And Does It Matter Anymore?

Industry News
Jun 12, 2023

A single press release vaguely confirmed that Apple will continue its assault on user level attribution. Here, I unpack what I think it means for growth marketing.

All blog articles

Do YouTube Ads Perform? Lessons From 190 Incrementality Tests

From the Lab
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

Education
Feb 24, 2025

Causal MMM isn’t rooted in historical correlational data – it’s rooted in causal reality.

A First Look at Causal MMM

Haus Announcements
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

From the Lab
Feb 14, 2025

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

Incrementality: The Fundamentals

Education
Feb 13, 2025

Let's explore incrementality from every angle — what it is, what you can test, and what you need to get started.

Getting Started with Incrementality Testing

Education
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

From the Lab
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

Education
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

Industry News
Jan 6, 2025

Vendor Central sellers – brands that sell *to* Amazon – can now use Haus to measure omnichannel incrementality.

How Does Traditional Marketing Mix Modeling (MMM) Work?

Education
Jan 2, 2025

Traditional marketing mix modeling (MMM) often relies on linear regression to illustrate correlation, not causation.

2025: The Year of Privacy-Durable Marketing Measurement

From the Lab
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

Industry News
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.

Incrementality School, E5: Randomized Control Experiments, Conversion Lift Testing, and Natural Experiments

Education
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 Testing: How To Choose The Right Platform

Education
Nov 19, 2024

Whether you’re actively evaluating incrementality platforms or simply curious to learn more, consider this checklist your first stop.

Incrementality School, E4: Who Needs Incrementality Testing?

Education
Nov 14, 2024

As brands' marketing strategies grow in complexity, incrementality testing becomes increasingly consequential.

Incrementality School, E3: How Do Brands Measure Incrementality?

Education
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?

Education
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.

Incrementality School, E1: What is Incrementality?

Education
Oct 24, 2024

To kick off our new Incrementality School series, three Haus incrementality experts weigh in describing a very fundamental concept.

Inside the Offsite: Why Haus?

Inside Haus
Oct 17, 2024

“If [econometrics] is the field, if this is the stuff you love working on, there’s nowhere better to be,” says Haus economist Phil Erickson.

Haus Named One of LinkedIn's Top Startups

Inside Haus
Sep 25, 2024

A note from Zach Epstein, Haus CEO.

Google Announces Plan to Migrate Video Action Campaigns to Demand Gen

Industry News
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

From the Lab
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

From the Lab
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

From the Lab
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.

Introducing Causal Attribution: Your New Daily Incrementality Solution

Haus Announcements
Aug 1, 2024

Causal Attribution syncs your ad platform data with your experiment results to provide a daily read on which channels drive growth.

Haus Announces $20M Raise Led by 01 Advisors

Haus Announcements
Jul 30, 2024

With this additional support, Haus is well-positioned to deepen our causal inference capabilities and announce a new product: Causal Attribution.

3 Ways to Perfect Your Prime Day Marketing Strategy

Education
Jun 26, 2024

Think Amazon ads are the only effective marketing channel for Prime Day? Think again.

Maximize Your Q4 Growth With 4 High-Impact, Low-Risk Tests

Education
Nov 8, 2023

Not testing during your busy season may be costing you more than you think.

Why Maturing Direct to Consumer Brands Need to Run Incrementality Tests

Education
Sep 15, 2023

The media strategy that gets DTC brands from zero to one does not get them from one to ten.

5 Signs It’s Time to Invest in Incrementality

Education
Aug 9, 2023

5 common signs that indicate it is definitely time to start investing in incrementality.

$17M Series A, Led by Insight Partners

Haus Announcements
Aug 3, 2023

Haus raises $17M Series A led by Insight Partners to build the future of growth intelligence.

Why Meta's “Engaged Views” Is a Distraction, Not a Solution

Industry News
Jul 25, 2023

While additional data can be useful, we must question whether this new rollout is truly a solution or merely another diversion.

Why You Need a 3rd Party Incrementality Partner

Education
Jul 6, 2023

Are you stuck wondering if you should be using 3rd party incrementality studies, ad platform lift studies, or trying to design your own? Find out here.

iOS 17 Feels Like iOS 14 All Over Again. What It Means for Growth Marketing…And Does It Matter Anymore?

Industry News
Jun 12, 2023

A single press release vaguely confirmed that Apple will continue its assault on user level attribution. Here, I unpack what I think it means for growth marketing.

How Automation Is Transforming Growth Marketing

Education
May 30, 2023

As platforms force more automation, the role of the media buyer is evolving. Read on to learn what to expect and what levers are left to pull.

Statistical Significance Is Costing You Money

From the Lab
Apr 13, 2023

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

The Secret to Comparing Marketing Performance Across Channels

Education
Mar 2, 2023

While incrementality is better than relying on attribution alone, comparing them as-is is challenging. Thankfully, there’s a better way to get an unbiased data point regardless of the channel.

Your Attribution Model Is Precise but Not Accurate - Here’s Why

Education
Feb 8, 2023

Learn which common marketing measurement tactics are accurate, precise, neither or both.

How to Use Causal Targeting to Save Money on Promotions

Education
Feb 1, 2023

Leverage causal targeting to execute promotions that are actually incremental for your business.

Are Promotions Growing Your Business or Losing You Money?

Education
Feb 1, 2023

Promotions, despite their potential power and ubiquity, are actually hard to execute well.

User-Level Attribution Is Out. Geo-Testing Is the Future.

Education
Jan 27, 2023

Geotesting is a near-universal approach for measuring the incremental effects of marketing across both upper and lower funnel tactics.

The Haus Viewpoint

Inside Haus
Jan 18, 2023

We are building Haus to democratize access to world-class decision science tools.