Haus is the causal marketing platform top businesses trust to optimize billions in ad spend worldwide.
Joined October 2021
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Our new YouTube report is here.
A lot has changed since we last studied YouTube back in March 2025: Demand Gen replaced video action campaigns, our library of YouTube tests has multiplied in size, and the businesses running these tests are larger and have more complex media mixes.
In our refreshed data, some trends held and others shifted. The TL;DR: Google Ads still misses most of what YouTube drives, a meaningful share of lift lands off-site and after the ads stop, and a rough first test isn’t a verdict. But that's just a small taste of our findings.
Read the full report: haus.io/blog/do-youtube-ads-…
Haus retweeted
An update on Meta’s Incremental Attribution.
In July we shared that optimizing to IA beat standard attribution. We’ve since added more tests and we also looked at a second question: is IA a better number to report on? It’s an equally important question because between tests, many teams take a Meta-reported number, apply an incrementality factor, and use it to track performance and shift budget within the channel.
What we found, using Haus holdout experiments as the benchmark:
1. IA tracked measured lift more closely than Meta’s standard windows. The edge over 7-day click is modest, but real for most brands.
2. Adding 1-day view to 7-day click didn’t improve the match, and 1-day view on its own was (unsurprisingly) well behind.
3. Optimizing to IA still drove about 1.2x the incremental return of standard attribution. Strongest for DTC brands, and omnichannel brands have trended up since July.
4. Meta’s March change to how clicks are counted cut 7-day click conversions by about a sixth relative to IA. If your incrementality factor is built on 7-day click from before March, it’s worth re-checking.
Takeaway: IA is currently the leading setting to optimize to and, for most brands, a better base for your incrementality factor. It’s still an early read on a growing sample so we’ll be back with more updates in the near future.
Haus retweeted
Big idea = placement x message
Our first out of home activation at Haus spotted @ the ANA measurement conference this week.
Was a little nervous about attaching our brand to garbage cans but word on the streets of Chicago is they was a hit.
Huge shout to @trichter_m and the marketing dream team for experimenting boldly!
Want to spend less time in spreadsheets and more time making decisions? Haus built Architect for you. Get a first look at our new causal marketing agent on Wednesday, October 14 at 2 PM ET.
Haus' @oliviaakory, @josephfwyer, and Josh Fagel will show you how Architect integrates directly into Causal MMM to turn high-level budget plans into specific, confidence-based recommendations and quantify the impact of each spend shift. Every week.
We hope to see you there. RSVP here: hausanalytics.zoom.us/webina…
Haus retweeted
You may notice that Haus.io looks a little bit different today!
One of the funny parts of being around a company for a while is that many of the poor decisions we made in the past are 100% my fault.
We’ve been told many times over the years that our branding looks like the Bank of England. As a b2b company it never feels urgent to address your visual identity but it was time.
So the team sprinted to breathe some more life and energy into our brand and I think it looks pretty cool 😎
Architect, our causal marketing agent, is now integrated into Haus' Causal MMM.
This first-of-its-kind AI transforms traditional measurement and business context into a live decisioning system. In the video below, Haus Founder and CEO @Zep_Haus shows how Architect turns insight into action, all while keeping marketers firmly in control.
The first agentic marketing decisioning system built on real, global incrementality data is now live.
Architect, Haus' causal marketing agent, gives marketers specific, immediate next best actions drawn from Causal MMM, incrementality experiments, and more. It sizes every recommendation by confidence and refreshes weekly, informed by your latest data.
After each action taken, Architect evaluates the change through a self-evaluating, self-improving system that reports the impact of each change that’s made.
“Because these agents are harnessing causal data, marketing and finance teams can make lightning-fast decisions that improve business outcomes – while keeping humans firmly in control.” — @Zep_Haus, Haus CEO
Full press release linked below.
The full press release: prnewswire.com/news-releases…
We’re honored to welcome Stanford Professor of Marketing Brett Gordon to Open Haus.
Professor Gordon’s research is required reading at Haus. His “Close Enough” paper brought academic rigor to a problem every measurement team faces: the limits of using user-level data to measure marketing impact.
And his “Predicted Incrementality with Experiments” (PIE) paper showed how experiments can help predict incremental impact beyond the campaigns directly tested.
Brett joined Haus’ Joe Wyer, Olivia Kory, and Phil Erickson to discuss both papers and what they mean for teams that are serious about getting measurement right.
Watch the full episode: youtube.com/watch?v=JJfB2HcT…
Haus is heading to Beanstalk next week to connect with some of the world's most innovative consumer companies.
Come by the Haus lounge to chat with @Zep_Haus, @oliviaakory, and Scott Dzialo, or message them ahead of time to schedule a meeting.
There's still time to submit nominations for Haus' Top Marketers of 2026.
You can nominate yourself, someone on your team, or a marketer whose work you admire. It’s free, you don't need to be a Haus customer, and marketers of all experience and seniority levels are eligible.
Winners will be featured on a special Open Haus episode, where we’ll dig into the work behind their results. And then a subset will be invited to Haus’ Customer Advisory Board event in Pebble Beach in February 2027.
Nominate at the link in the comments! ⬇️
Haus’ @oliviaakory sat down with @andrewjfaris to discuss our fresh analysis of Meta’s Incremental Attribution setting.
Watch the full conversation here: youtube.com/watch?v=SqGXvBHb…
Nominations are open for Haus’ Top Marketers of 2026 – the who’s who of incremental impact.
Know a marketer who tried something bold? Nominate them — or yourself! — at haus.io/top-marketers. Tell us what they tried, what happened, and add any relevant links.
Winners will be personally invited to Haus’ 2027 Customer Advisory Board in Pebble Beach, with travel and lodging included. They’ll also get to showcase their work on a special-edition Open Haus episode with Haus CMO @oliviaakory, @Superpower CMO @connordault, and @XBOX CMO @_Chris_Lee_.
Nominees must work in marketing, growth, or paid media; be U.S.-based; work at a company with $50M+ in annual revenue; and not currently work for a government agency or state-owned entity.
It’s free to enter, being a Haus customer doesn’t affect your application, and marketers at every level are encouraged to apply.
Know a great contender? Tag them in the replies! ⬇️
Marketing results don’t speak for themselves. The best marketers know how to frame performance, handle pointed questions from finance, and turn raw numbers into decisions leadership can support.
Join us next week for a live webinar on how to:
– Communicate marketing results with clarity and credibility
– Connect performance to the business outcomes leaders care about
– Use measurement insights to decide where to invest, scale, or change course
RSVP at the link in the comments.
📆 Thursday, Aug. 20 - 2pm ET / 11am PT
RSVP here: hausanalytics.zoom.us/webina…
Enterprise marketers are constantly launching something new — a new product, a new market, a new retail channel, a new business line. But these new initiatives don't have the historical data needed to measure impact.
ColdStart is Haus' answer to this gap. It runs on the same causal geo-testing as GeoLift — same design, same results view — but activates automatically when a KPI is too new to have a track record. Our new blog post breaks down how it works and how brands are already using it to test and prove new tactics.
Your incrementality test result comes back, and it’s…bad. Now what?
In our latest episode of Open Haus Playbook, Haus Measurement Strategists Dean Gordon and Ike Armstrong sit down to talk about that difficult moment when you get a test result that “punches you in the chin.”
In this episode, you'll learn:
How to reframe a “bad” test result (7:42)
How to communicate a disappointing result to finance (13:04)
Which steps to take after a disappointing result (15:30)
Strategy #1: The 1-2-1 approach (21:05)
Strategy #2: The Firehose Approach (30:50)
Listen or watch at the links in the comments. 🎧
