Articles tagged: Meta

Meta is overhauling its attribution settings, including a new Incremental Attribution option. Here's what's changing and how to test what works for your brand.

An effective channel diversification strategy starts with grounding your thinking in marginal efficiency — not average efficiency. Here's how to do that.

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

Meta’s attribution changes could be affecting more than your reporting. Here's why you should retest your setup and how to use lift tests to settle the debate.

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.

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.

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

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?”

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

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.

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.

This guide outlines the metrics, testing methods, and proven frameworks you can use to measure marketing effectiveness in 2025.

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.

Developing story: Starting in January 2025, some health and wellness brands may not be able to measure lower-funnel conversion events on Meta.

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

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