WorkMagic vs. Haus – Which Incrementality Tool Is Right for You?

In a performance marketing world full of noisy data and misleading attribution, incrementality testing is no longer a nice-to-have, it’s essential. Two platforms often come up for marketers looking to embrace this methodology: Haus and WorkMagic.

While both help brands run incrementality tests, they are actually rather different.

Quick Overview

• Haus is an incrementality testing platform with limited attribution capabilities.

• WorkMagic is a complete measurement solution—built to integrate incrementality testing, attribution, media mix modeling (MMM), and creative analytics—giving marketers the insights they need to move faster and grow smarter.

If you’re choosing between the two, this guide breaks down the key differences so you can pick the platform that aligns with your goals.

WorkMagic vs. Haus at a Glance

How Haus Approaches Measurement

Haus provides a helpful starting point for brands beginning to explore incrementality testing. They offer incrementality testing along with an attribution solution. For attribution, they adjust platform-reported data using incrementality multipliers to estimate true performance. For some teams, this offers a helpful first step toward improving attribution.

That said, there are a few trade-offs to consider:

• Limited Scope – It only applies for channels and tactics you’ve run tests on, leaving gaps in measurement across your broader media mix.

  
  

• Limited Granularity – All ads or campaigns within a tested channel or tactic are treated as equally incremental, which can obscure performance differences at the campaign or ad level.

  
  

• Isolated Insights – Without cross-channel visibility, it’s harder to see how one platform’s performance affects another, potentially leading to blind spots and inefficient budget allocation.

How WorkMagic Goes Further

WorkMagic was built from day one not just to measure lift, but to help marketers act on it. We run automated incrementality testing and leverage the learnings to calibrate:

• Incrementality-Adjusted Attribution (iMTA)

• Incrementality-Calibrated Media Mix Modeling (iMMM)

• Robust Creative Analytics

• Cross-Channel Pixel-Based Tracking

Together, these tools transform incrementality from a testing tactic into a full-stack measurement strategy.

Smarter Attribution Through Continuous Calibration and Touchpoint-level Scoring

Unlike static multiplier models, WorkMagic continuously calibrates your attribution model with learnings from each test. By capturing every user signal and applying touchpoint-level scoring, we map the full path to conversion and assign credit accordingly.

Here’s how:

1. Cross-Channel Impact via Our Pixel

Our pixel observes how users in both control and exposed geos behave across all your channels, not only the channel being tested. For example, if you run a Meta test, we can measure its impact not only on Meta results, but also on organic search, email, paid search, and more. This builds a cross-channel view of influence that multiplier-based models can't match, supported by WorkMagic’s ID-graph technology that creates a complete "path to conversion" for every order.

2. Reassigned Credit = More Accuracy

Each incrementality test teaches our model not only how impactful a channel is, but where credit was previously misassigned. For instance, if a YouTube test reveals it was undervalued, we reassign that lost credit from other channels that were overcredited, calibrating everything to better reflect true lift.

3. Faster Time to Value

With incrementality tests, time is money, so we automated testing end-to-end to launch experiments faster and dramatically increase your learning velocity. With just one test through WorkMagic, you don’t just get insight into one channel—you improve measurement across every channel, including those where incrementality testing isn’t feasible. This enables faster, more informed decisions without waiting months to build a complete and accurate picture.

iMMM: Media Mix Modeling That Actually Works

Traditional MMM is often based on historical correlations and static assumptions. WorkMagic’s Incrementality-Calibrated MMM (iMMM) was built to change that, combining experimentation and adaptive modeling to give you insights you can trust and act on.

• True Causality – Calibrated with actual incrementality test results.

• Adaptive Learning – Each test makes the model smarter and more specific to your brand.

• Saturation Analysis – See exactly when spend hits diminishing returns and reallocate confidently.

Optimize Spend Based on Your Business Goals

WorkMagic’s iMMM gives you the flexibility to align your investment strategy with what matters most to your business:

• Maximize ROAS: Allocate budget to where it delivers the most return before saturation kicks in.

• Maximize Marginal ROAS: Identify the exact budget level that delivers peak incremental efficiency.

• Maximize Sales: Scale spend strategically to drive more revenue, without wasting money.

All of this is powered by dynamically updated models, rooted in your actual in-market experiments.

Incrementality Is the Starting Point—Not the Destination

At WorkMagic, we see incrementality testing as the foundation, not the finish line. The real value comes from using those insights to improve the inputs—the ads, channels, and budgets—that lead to better outputs: ROAS, MER, profitability, and total sales.

That’s why we built our platform to go beyond testing.

For example, our creative analytics tool digs into the performance of individual ads, surfacing the messaging, visuals, and formats that drive the greatest impact. That means you’re not just measuring what worked, you’re learning why it worked, and how to replicate it.

Which Platform is Right for You?

If you’re primarily focused on running standalone channel tests, Haus may meet your needs. But if you're looking to turn those tests into ongoing, cross-channel action, WorkMagic was built for you.

With WorkMagic, you can:

• Run automated incrementality tests

• Optimize at every level with incrementality-adjusted attribution

• Allocate budget more intelligently with incrementality-calibrated MMM

Ready to go beyond lift reports?

Book a demo to see how to take action based on incrementality.