1DC vs 7DC: What Really Drove Incremental Revenue for Dr. Squatch

The age-old question: should you optimize your campaigns for a 7-day click + 1-day view window, a 7-day click only, or take the most conservative route with a 1-day click?

Personal care brand Dr. Squatch (a Unilever brand) found themselves asking exactly that. Prior to working with Haus, they relied on their Northbeam MTA and platform reporting to guide decisions. Both their multi-touch attribution model and gut instinct led them to optimize their Meta campaigns for a 1-day click (1DC) conversion window—favoring bottom-of-funnel performance and a more conservative read on ad impact.

But once they partnered with Haus, they no longer had to rely on intuition alone. With access to causal lift testing, they could finally answer the critical question: was optimizing toward 1DC truly driving incremental new revenue, or was Meta simply finding customers who would have converted anyway? To find out, the Dr. Squatch team launched a Haus experiment to test it head-to-head against 7-day click optimization.

In the Haus app, the team set up a 2-cell test without a holdout - essentially a rigorous, geo-based A/B test. In cell A, they had their existing business as usual campaigns targeting 80% of the US with a 1DC optimization. In cell B, they targeted 20% of the US with duplicated campaigns optimized towards 7-day click (7DC). They decided on this split to minimize their opportunity cost since their hypothesis was that 1DC was most incremental.

The test results were strong and crystal clear – 7-day click optimization won the head to head driving 6.51% more incremental lift to new revenue than 1-day click optimization. In fact, it outperformed on all secondary KPIs as well including Total Revenue and Total DTC Orders. 

Due to the strong results of this test, the Dr. Squatch team is working to rebuild their account to optimize towards a 7DC. They will then re-test the account level incrementality to get a refresh incrementality factor that they can use to calibrate their Northbeam MTA for more accurate attribution reporting. 

This was an impactful win for Dr. Squatch, diverging from the original hypothesis and providing valuable clarity.