Articles tagged: Experiment results

We simulated a year of marketing decisions 36 million times. Accuracy protected the business. Volume didn't.

We analyzed dozens of incrementality experiments to learn how leading studios and streaming platforms use testing to answer the questions that matter most.

AppLovin is proving it can drive efficient DTC growth — now the question is how durable that performance is as the channel matures.

What Tottenham’s collapse reveals about the right — and wrong — way to use advanced analytics.

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

Can TikTok scale? How much omnichannel impact does TikTok have? Haus’ analyses of hundreds of TikTok incrementality tests answers these questions and more.

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

Haus experts offer four useful, non-obvious incrementality tests that can prepare you for the busiest period of the marketing calendar.

We explore incrementality experiments from all angles — what they are, why they matter, and how they translate into business 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.

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

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

Plus: What to do when a test result is incremental but not profitable, and a framework for next steps after a test.

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

Post-treatment windows offer a unique glimpse into the lingering impacts of advertising campaigns after they’ve concluded.

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

Think Amazon ads are the only effective marketing channel for Prime Day? Think again.