Case Study: Caraway boosts incremental revenue with Haus

Caraway drives 1.95x more revenue with Haus

Caraway, a kitchenware company, faced a challenge with Google's Performance Max (Pmax) campaigns. They were concerned that these campaigns might be over-indexing on branded search queries and claiming credit for sales that would have happened organically. To validate their assumptions and understand Pmax's true incrementality, they partnered with Haus to run a test.

Using the Haus platform, Caraway implemented a three-cell geo lift test to measure the impact of Pmax with and without brand terms against a holdout group. The results showed that Pmax with brand terms drove 1.95x more total revenue and 1.75x more new customer revenue than the version without brand terms. Haus helped them discover that without this test, they would have foregone tens of thousands in incremental revenue in a single month. They also used Haus to identify that Google was overstating campaign performance by 33%.

Caraway