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.
📝 Note: 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.
Who it's for
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
Why it matters
Running a Haus experiment 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
How it works
Haus’s methodology centers on geo experiments, where 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. Reference this list while working with Haus to define your test parameters — each step is essential for generating accurate, actionable results:
Align Your Budget
Allocate enough budget to reach statistical significance — typically 10–20% of your total campaign spend. Underspending on MNTN compared to other channels may limit your ability to detect measurable lift.
📘 Example: If your usual allocation is 50% Paid Search / 30% Paid Social / 20% Other, maintain those proportions and simply add incremental MNTN spend for the test.
Set Timing and Duration
Haus GeoLift tests take time to deliver statistically reliable results. Align your timing window with your sales cycle.
Minimum campaign flight: 6 weeks
Post-test window: 4 weeks (to capture delayed conversions)
📘 Example: If your conversion cycle averages 2–4 weeks, plan for that duration plus a post-period for validation.
Review and Balance Treatment Geos
After creating your test in Haus, you’ll receive treatment and placebo (control) geo definitions. Reference the checklist below to ensure accurate setup and clean lift measurement:
Confirm baseline strength. Make sure your treatment geos have sufficient existing sales or brand awareness to detect measurable change.
Keep baselines balanced. Haus analyzes lift against your core business KPIs, so your test geos must reflect real market conditions.
Match control geos closely. Your placebo (control) geos should mirror your treatment geos — similar sales, customer mix, and market activity — for an apples-to-apples comparison.
Compare geo budgets. Confirm that spend in your test geos aligns with their usual share of investment within national campaigns.
In MNTN:
Place the MNTN Pixel.
If your brand has a website, install the MNTN Pixel before launching. It enables optimization insights, especially around 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 Awareness) ensures balanced delivery and clean data.
Choose the right objective.
Select the campaign objective that matches what your Haus test measures (like Awareness, 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.
Target treatment geos only.
Review your audience composition and any potential overlap with other MNTN campaigns or marketing channels.
Exclude existing site visitors to focus on new users.
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
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.