Articles tagged: DTC

We offer heuristics for determining test duration based on data from thousands of Haus tests and advice from Haus Measurement Strategists.

The Haus playbook for measuring tentpole brand campaigns

Now live in the Haus app, Time Tests estimate the incremental impact of a significant change to your business when test and control groups aren’t feasible.

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

Learn the fundamentals of marketing measurement — from ROAS and MMM to incrementality testing — and discover how to measure true campaign impact.

Discover what marketing attribution is, how it works, its pros and cons in 2025, and why incrementality testing provides a more precise measure of ROI.

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

From balancing the funnel to optimizing creative, our new guide has data-backed tips for improving performance on Meta.

We analyzed 640 Meta experiments on the Haus platform, revealing key insights into Meta's incrementality.

Explore geo experiments from all angles — what they are, why they matter, and how you can use them to measure incremental impact.

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.

In our recent Open Haus AMA, we were asked why incrementality has become such a buzzword in marketing. Let's dive in.

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

Sometimes used interchangeably, it’s worth clearly distinguishing between these two approaches and what they accomplish.

Incrementality testing requires proper design and intentional analysis. Let's walk through some best practices (and potential mistakes).

Dive into the key differences between attribution and incrementality — how each approach works, when they're useful, and key pros and cons.

Let’s walk through how to build a marketing measurement plan that puts experimental data at the center.

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

When macroeconomic conditions shift, marketers should proactively partner with finance, understand how budgets may change, and test for efficiency.

Incrementality testing isolates true campaign impact — giving you clarity, confidence, and a case your CFO will love.

When real-time retail data meets incrementality testing, CPG brands can finally measure what’s working and optimize ad spend with confidence.