Haus

It’s here: The TikTok Report. We analyzed hundreds of Haus incrementality experiments over the past 2.5 years across verticals like media, consumer mobile apps, gaming, ecommerce, retail, health and wellness, and more. Not every brand tests TikTok frequently. But across brands who have run 3+ Haus incrementality experiments on TikTok, they have on average scaled TikTok by an additional 13% beyond their first-test baseline spend, relative to other digital channels in search and social. A few soundbites from the report: - There’s more variation in week-over-week spend on TikTok than on similarly scaled search and social channels, suggesting brands see opportunity in TikTok and are actively trying to find the sweet spot. - TikTok is a strong funnel-builder ahead of promotional periods. Brands observed an additional 68% lift to their primary KPI during an experiment’s post-treatment window, during which delayed effects from advertising are measured. -TikTok is an effective driver of halo effects on Amazon and retail. Data shows TikTok delivers nearly twice as much value – 1.9x – when brands look at omnichannel impact rather than measuring DTC lift alone. The report is free and available to read or download on the Haus blog. We’ll share the link in the comments. Enjoy!

Less than 24 hours until we drop The TikTok Report. Are you on the list? Sign up to receive it right when it drops at the link in the comments.

BFCM is in full swing, and these brands are leading the way. What do more than half of them have in common? You guessed it: Haus.

Earlier this month, Haus’ Tyler Horner took the stage at Google Canada’s Think Data event, presenting to a packed room of Googlers, agencies, and advertisers. He and Diljot Chhina broke down what makes a strong hypothesis, how brands that feel behind on incrementality can close the gap, and how Haus Commuting Zones are making it easier for Canadian brands to test and learn. And as the mind behind Haus’ data reports, Tyler shared some of the key learnings and takeaways from our YouTube and Brand Search reports. (We’ll drop links to both in the comments in case you missed them.)

Linear TV is famously hard to measure. But the Skylight team believed it could unlock reach and awareness beyond what digital alone could provide. As Skylight’s Director of Growth, Matt Delman, explains, digital calendars are a young, low-awareness category: Linear TV offered a strong visual format and a chance to reach new audiences — but only if the team could quantify its impact. The Test: Skylight partnered with Haus and Tatari to run a Fixed Geo Test on the Haus platform. Because Linear TV can’t support randomized test/control groups, Fixed Geo Tests instead measure incremental lift in predetermined exposed regions. How the test was built: • Tatari created a local plan mirroring Skylight’s national strategy • Haus built a synthetic control from unaffected geos • This local plan was measured against the synthetic control for 5 weeks The Result: Skylight’s hypothesis was correct: Linear TV drove meaningful business impact, including a +5.3% DTC sales lift, a +11.2% Amazon lift, and a +8.6% total omnichannel lift. However, CPIA efficiency came in slightly above goal, which gave the Skylight team a clear target for further optimization. Now expanded into national inventory, Skylight plans to iteratively refine buying and testing until Linear performance is in line with target efficiency benchmarks. Find the full story linked in the comments 🔗

AI is *so* much more than automating tasks. At Haus, we call our AI backbone “Causal Intelligence” – or cAI for short. cAI unleashes scientific rigor, reduces manual errors, and makes complex analytics accessible and actionable for every marketer – responsibly and quantifiably.

In the world of growth marketing, there are a handful of TikTok-related questions we hear every so often. For example: / Do I need TikTok to succeed? / Can TikTok scale? / How much omnichannel impact does TikTok drive? / Is TikTok a strong investment during promotional periods? / Is TikTok a strong new customer acquisition channel? / What kinds of advertisers thrive on TikTok? And so we decided to do something about it. Our next big research report covers our third-most tested ad platform: TikTok. Sign up at the link in the comments to get notified when it publishes.

The 2025 Haus Gift Guide is here. Gifts they’ll love, from brands we love – like Mejuri, HexClad Cookware, Saje Natural Wellness, Cozy Earth and more. Tell us: What are you most excited to give this year?

A big thank you to all the growth marketers who joined us at Don Angie for our NYC Community Dinner this week! It was a memorable night of breaking bread, swapping insights, and celebrating wins with marketers who are pushing the industry forward. We can't wait for the next one.