Video · Podcast style conversation, roughly 30 to 45 minutes

Measuring Top of Funnel and Incrementality Testing with Zach Epstein from Haus

Haus (Zach Epstein) · Haus on YouTube Free Intermediate

Measuring Top of Funnel and Incrementality Testing with Zach Epstein from Haus

Haus runs incrementality tests for a living, and here their founder talks through how you actually separate ads that cause sales from ads that just show up next to sales that were coming anyway. It grounds the holdout idea (withhold ads from a slice of your market, then compare) in how brands really run these experiments. Watch it once to build the mental model before you design your own test.

  • A holdout is simple in principle: keep ads away from one comparable group or geography, run them for another, and the gap is your true incremental lift.
  • Platform-reported numbers flatter top of funnel spend the most, since that is where overlap with organic demand is largest.
  • You do not need perfect infrastructure to start. A clean geo split and a few weeks of patience gets you a real answer.
Watch on YouTube ↗

The question it answers

  1. How do I stop platform-reported conversions from lying to me about what's actually driving sales?

Read with it

  1. This is the piece that names the exact trap you are in: your ad platforms each claim credit for the same sales, so the numbers... Occam's Razor Essay · About a 15 minute read Marketing Analytics: Attribution Is Not Incrementality Avinash Kaushik
  2. If full incrementality testing is more than your team can run right now, blended metrics are the honest shortcut, and this... Eightx Article · About a 10 minute read ROAS vs MER vs Blended CAC: Which Metric Actually Matters Matt Putra
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