At budget time, every performance marketer faces the same question: is this channel driving new revenue, or just taking credit for conversions that would have happened anyway? Rokt and Haus are partnering to help solve this problem for brands.
In 2026, the answer to that question has moved from nice-to-have to non-negotiable. According to EMARKETER and TransUnion, 52% of US marketers are already running incrementality tests and 36% plan to increase investment in incrementality testing. Among retail media buyers, 71% now rank incrementality as their most important KPI.
The industry is expanding what performance measurement can do. Attribution tells you what happened, including who converted and which touchpoints were present along the way. Incrementality testing goes further by revealing what actually caused those outcomes. By isolating the true impact of a campaign or channel, incrementality helps teams understand where their investment is driving real results and where it isn’t. Together, these approaches give performance teams a fuller view: attribution helps map the journey, while incrementality guides smarter decisions that lead to stronger business outcomes.
Why incrementality completes the picture
Reach and efficiency are foundational. They tell you how far your dollars traveled and how well they converted. Incrementality builds on that foundation by answering what caused it.
With EMARKETER projecting global ad spend to reach ~$1.3trillion in 2026 and 75% of advertisers citing incrementality as their biggest measurement challenge, the pressure to mature beyond attribution is coming from every direction.
Incrementality testing addresses this directly. Using controlled geo-experiments, it compares real outcomes to a counterfactual: what would have happened without ad exposure. The difference is true lift. The approach itself isn’t new, but the ability to design statistically rigorous incrementality tests at scale is. At a time when marketing budgets are under pressure and teams are expected to prove real business impact, incrementality is becoming essential for understanding what actually drives growth.
The Transaction Moment as a measurement category
Rokt operates in the Transaction Moment, the highest-intent point in ecommerce, when a customer has already decided to buy and is completing a purchase. Ads appear on checkout and confirmation pages across leading ecommerce brands at exactly that moment.
The performance benchmarks are strong: Rokt Ads delivers an average 4.03% CTR and 6.32% CVR. In a high-intent environment, it's worth understanding exactly what's driving these conversions.
Rokt is partnering with Haus, the leading AI-powered causal marketing platform, to run independent incrementality experiments across Rokt Ads campaigns. Early results show ads in the Transaction Moment drive promising incremental lift: Advertisers are efficiently reaching buyers that would not have otherwise converted.
What the Haus and Rokt results show
Haus builds measurement and decision-making infrastructure for brands that need to understand true causal impact. Their geo-based methodology controls for confounding variables and establishes clean counterfactuals, applying the same rigorous approach used across social, search, and CTV to the Transaction Moment.
Working with Haus, brands can run controlled incrementality experiments on Rokt Ads to understand the true impact of reaching consumers at the Transaction Moment. These experiments compare outcomes in exposed and control markets to isolate the incremental value the channel drives.
Olivia Kory, Chief Strategy Officer at Haus, on Rokt and the partnership:
Rokt has built a differentiated, high-intent environment in the Transaction Moment. We’re proud to partner with Rokt to bring statistically rigorous incrementality testing to Rokt advertisers, enabling them to accurately understand the channel’s contribution, and invest with confidence.
That distinction matters for channel mix strategy, not just budget allocation. A channel that drives genuine lift at the bottom of the funnel can amplify the value of investment made earlier. Incrementality testing doesn't just validate individual channels. It reveals how they interact. Understanding that relationship is what separates budget allocation from budget optimization.
Independent measurement as standard practice
Independent, platform-neutral measurement gives performance teams a clear, unbiased view they can stand behind.
Advertisers optimize campaigns to many different objectives using Rokt Ads, measuring efficiency, scale, and incrementality. Haus is independent by design: their results serve the advertiser, not the platform being measured. Together, the data that Haus provides produces findings performance teams can trust and defend internally.
Jon Humphrey, SVP Operations and Advertising at Rokt:
Partnering with Haus on independent incrementality measurement reflects how we think about performance at Rokt. We want advertisers to see real, provable lift — the kind they can bring to a budget conversation and act on with confidence.
Raising the bar on performance
For performance teams already running incrementality experiments across social, search, or CTV, adding the Rokt network is straightforward. Haus' geo-based methodology applies directly, and the Transaction Moment provides a distinct signal that complements rather than duplicates existing channels.
The next phase of commerce media will be built on reach, efficiency, and provable incremental lift. Channels that deliver all three give performance teams something powerful: the confidence to invest in what’s moving the business forward
Interested in running an incrementality test on the Rokt network? Reach out to learn how Haus' methodology applies to your campaigns.
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