Articles tagged: Google

When brands cut prospecting to chase ROAS, they stop replenishing future demand – and history illustrates what happens next.

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

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

Use A/B testing to optimize and incrementality testing to prove impact. Dive into differences, use cases, and how to pick the right test.

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

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

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

At our Open Haus AMA, a customer asked us: “How do you know when a brand is at the scale where investing in an incrementality tool makes sense?”

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

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.

Platform creative tests may not meet the definition of a causal experiment, but they can be performance optimization tool within the bounds of the algorithm.

Fuzzy on some of the nuances around incrementality testing? This guide goes deep, unpacking detailed examples and step-by-step processes.

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

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

Haus transforms the way businesses make decisions.