Overview

Haus.io is a marketing measurement platform that helps advertisers quantify the incremental impact of their MNTN marketing. Instead of relying on correlation-based attribution, Haus measures causal lift through controlled tests, showing how much performance comes directly from your campaigns.

MNTN advertisers use Haus to validate and optimize Performance TV campaigns through geo-based tests. Advertisers launch a CTV campaign on MNTN targeting the treatment geos, while control geos remain unexposed. Haus then compares performance between the two to measure the incremental lift driven by MNTN — insights that help you refine your CTV strategy.

💡 Pro Tip: The goal of a Haus test is to learn how to make MNTN perform even better. Every test offers optimization insights that strengthen your campaigns over time. Connect with us during your Haus test design to ensure campaign alignment.

Who it's for

This integration is for advertisers who:

Want to measure incremental lift from their Performance TV campaigns.
Want to optimize campaign strategy using causal data.

Why it matters

Running a Haus test with MNTN provides statistically sound proof of campaign performance. By comparing treated vs. control geographies, you can:

Quantify true lift — understand how much of your results come from MNTN.
Build confidence — validate Connected TV as a measurable performance channel.
Inform strategy — optimize budgets and media mix using causal data instead of correlations.

How it works

Haus’s methodology centers on geo tests, where similar geographic regions are assigned as either treatment (exposed) or control (unexposed). By comparing sales or conversions between the two groups, Haus isolates the true impact of MNTN Performance TV on results.

Here's the process:

Set up your Haus GeoLift test correctly following our Haus steps.
Launch your MNTN campaign.
Measure and optimize for incremental lift.

Before You Begin

Consistency is key to getting reliable, actionable results from your Haus test. Before deciding when to launch, make sure your marketing environment is stable enough for accurate measurement.

Here’s what to consider:

Keep your media mix steady.
Avoid overlapping tests and maintain your usual spend levels across other channels so Haus can accurately measure incremental lift from MNTN. Significant increases elsewhere can make results inconclusive.
Skip high seasonality periods.
Avoid running a Haus test during peak seasonal swings or major promotions — those natural spikes can mask or distort incremental lift.

💡 Pro Tip: Haus tests perform best during “normal” business cycles. The more stable your baseline, the clearer your MNTN results.

Set Up a GeoLift Test

In Haus:

It’s critical to set up your Haus experiment correctly from the start. Involve us early, we can help align your campaign setup with your test goals. Reference this list while working with Haus to define your test parameters — each step is essential for generating accurate, actionable results:

Set your Assumed CPIA or IROAS
When setting your assumed CPIA or iROAS, start conservatively — set targets higher than your lower-funnel benchmarks.

Upper-funnel campaigns drive longer, assisted conversion paths, not immediate last-touch results. Using higher (more conservative) assumed targets helps ensure awareness and consideration like MNTN CTV aren’t undervalued or prematurely constrained.

💡Pro Tip: Set higher assumed iCPA / iROAS, then refine as incrementality and downstream performance data become available.
Set Timing and Duration
Haus GeoLift tests take time to deliver statistically reliable results, especially for a non-clickable channel like CTV. Keep in mind both your sales cycle and the longer consideration funnel of CTV.
- Minimum recommended test flight: 4-6 weeks (longer if you have a long sales cycle)
- Post-treatment window: 2-4 weeks (to capture delayed conversions)
Consider your Power Score
Target a Power Score of at least 90% when configuring your test. A higher Power Score increases confidence that your experiment can detect true incremental lift — reducing the risk of inconclusive or noisy results.

If your Power Score is too low, your budget may not be strong enough to detect a statistically significant lift for your test region. Consider:
- Increasing your budget
- Increasing your holdout group — A larger holdout creates a smaller exposed geo, which concentrates delivery and drives stronger market penetration.

In MNTN:

Place the MNTN Pixel.
If your brand has a website, install the MNTN Pixel before launching. It helps you exclude existing customers, focus on incremental audiences, and enables optimization insights like new user acquisition and conversion lift.
Run a single campaign.
To maintain experimental integrity, run one CTV campaign for the test.

💡Pro Tip: Running a single campaign with a clear goal (e.g., Sales or leads) ensures balanced delivery and clean data.
Choose the right objective.
Select the campaign objective that matches what your Haus test measures (like Sales, Traffic, Leads, App Promotion). If your Haus test focuses on incremental sales, select Sales to keep reporting aligned.

💡 Pro Tip: Work with with us closely to align your campaign setup with your Haus test purpose — whether it’s to test lift, scale a new channel, adjust spend, or run an A/B comparison.
Set your audience.
Use MNTN Matched and/or third-party segments.
- Ensure you are targeting an incremental audience. Focus on a more top-funnel audience that isn’t likely to already be in your sales funnel.
- Exclude previous site visitors and converters.
- Consider the audiences you are targeting in other channels to avoid overlap, and focus on reaching net-new customers.
- Avoid running lift tests for retargeting audiences.
Lock and monitor your campaign.
Once live:
- Avoid changing budgets, targeting, or creative.
- Contact us before making updates.
- Monitor impressions, engagement, and incremental actions in real time.
💡 Pro Tip: Results signify feedback, not failure. Work with your MNTN and Haus teams to interpret what your data reveals, especially if it's significantly deviates from past performance, and adjust your future campaigns accordingly.

After the Test

Haus compares performance between treatment and control regions to determine statistically significant incremental results. When the experiment concludes, review results with us and Haus.

Use the findings to:

Validate incremental performance
Review your campaign targets such as CPIA or iROAS for accuracy
Identify optimization opportunities
Plan future testing cycles

Incrementality testing works best as an ongoing process — test, learn, and refine for smarter budgeting and stronger results. Results take time. Geo lift tests are designed to ensure accuracy and confidence, not immediate feedback.