Articles tagged: PMAX

Every marketing team is running the same race: spend is growing, channels are multiplying, and the finance team wants to know whether any of it is actually working.

Media and entertainment companies don't have a measurement problem — they have several, stacked on top of each other in ways that make standard measurement tools look inadequate before you've even started.

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

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.

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

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.

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.

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

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