Quick Verdict
Sellforte scores 27 out of 31, Measured scores 17 out of 31, and Haus scores 15 out of 31 in our structured evaluation.
Haus is a strong dedicated geo experimentation platform, with the best experiment recommendation and design features in this comparison.
Measured adds A/B test analysis for owned media on top of geo testing, making it the stronger choice over Haus for advertisers who run catalog or email holdout tests.
Sellforte is the broadest platform: it covers all three incrementality test types (geo, A/B, and conversion lift), unifies them into a single experiment library, provides deeper MMM integration, and meets enterprise IT requirements that neither Measured nor Haus address.
If your incrementality program is built entirely around geo tests and you want strong experiment design guidance, Haus is a credible choice. If you also run owned media A/B tests, Measured is the stronger fit. If you need conversion lift ingestion, a complete unified experiment library, full MMM calibration tooling, or multi-region enterprise support, Sellforte is the clear choice.
Introduction and Table of Contents
This article compares Measured, Haus, and Sellforte head-to-head on incrementality testing capabilities, using the same 31-criterion framework we developed for our in-depth comparison of all major incrementality testing vendors. Here is what we cover:
- Quick Verdict
- How We Evaluated
- About the Vendors
- Side-by-Side Scorecard
- Category-by-Category Breakdown
- Where Measured Wins
- Where Haus Wins
- Where Sellforte Wins
- Which Should You Choose?
- Frequently Asked Questions
How We Evaluated
All three platforms are scored against the same 31-criterion, 7-category framework developed for our in-depth comparison of incrementality testing tools in 2026. The criteria are presented in full detail in How to Choose an Incrementality Testing Tool: 31 Evaluation Criteria. They were derived from more than 700 discussions with marketers and marketing analytics professionals across retail, ecommerce, DTC, travel, and restaurants.
Each criterion is scored 1 (fully supported), 0.5 (partially supported or inconclusive evidence), or 0 (not supported or no public evidence found). Scores are based on public first-party vendor documentation, vendor-disclosed information on third-party platforms, and third-party review sites. Absence of evidence counted as 0.
About the Vendors
About Measured
Measured is a marketing measurement and effectiveness platform that combines automated incrementality experimentation with media mix modeling.
Measured originally built its brand and product around incrementality testing, with a particular focus on the DTC and performance ecommerce segment, before repositioning itself more broadly as an incrementality-calibrated MMM vendor.
About Haus
Haus is a marketing science company, founded in 2021, whose platform centers on geo-based incrementality experimentation.
Haus has more recently added Marketing Mix Modeling to its product offering. The company has focused its customer development primarily in the US, building a credible list of US-based reference customers. Haus is differentiated by its experiment recommendation and design features, which are the strongest in this three-way comparison.
About Sellforte
Sellforte is a SaaS platform that unifies Marketing Mix Modeling, Incrementality Testing, and Attribution into a single operating system for retail and ecommerce.
Unlike most other measurement vendors, Sellforte measures incremental ROAS at the campaign and ad set level, providing spend and bidding recommendations for tactical budget steering. Incrementality testing is one major component of the Sellforte platform, alongside Marketing Mix Modeling and incrementality-corrected attribution. Sellforte is used by enterprise retailers and ecommerce brands including bonprix, Lidl, C&A, Douglas, and Tchibo.
Side-by-Side Scorecard
| Category | Measured | Haus | Sellforte |
|---|---|---|---|
| 1. Geo Test Analysis | 5 / 6 | 5 / 6 | 4 / 6 |
| 2. A/B Test Analysis | 4 / 4 | 0 / 4 | 4 / 4 |
| 3. Conversion Lift Test Analysis | 0 / 5 | 0 / 5 | 5 / 5 |
| 4. Experiment Recs & Insights | 3 / 5 | 5 / 5 | 3 / 5 |
| 5. Unified Experiment Library | 1.5 / 3 | 1.5 / 3 | 3 / 3 |
| 6. MMM Integration | 1.5 / 3 | 1.5 / 3 | 3 / 3 |
| 7. Enterprise-Grade Platform | 2 / 5 | 2 / 5 | 5 / 5 |
| Total score out of 31 | 17 | 15 | 27 |
Category-by-Category Breakdown
1. Geo Test Analysis (Measured: 5/6, Haus: 5/6, Sellforte: 4/6)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 1.1 Analyzes geo tests with synthetic control method, providing iROAS and confidence interval | 1 | 1 | 1 |
| 1.2 Self-serve UI for analyzing and reviewing geo test results | 1 | 1 | 1 |
| 1.3 Estimates media counterfactual for lost/incremental spend | 1 | 1 | 1 |
| 1.4 Configurable default post-test treatment / measurement window | 1 | 1 | 1 |
| 1.5 Executes geo experiments on ad platform | 1 | 1 | 0 |
| 1.6 Automatically detects geo tests from media and sales data | 0 | 0 | 0 |
| Category total | 5 / 6 | 5 / 6 | 4 / 6 |
Geo testing is a strength for both Measured and Haus, and the one category where they both outscore Sellforte. All three platforms analyze geo tests using the synthetic control method, produce iROAS and confidence intervals, estimate the media counterfactual for lost or incremental spend, and offer a self-serve UI for reviewing results. No platform in this comparison automatically detects geo tests from media and sales data.
The key differentiator for Measured and Haus versus Sellforte is criterion 1.5: both Measured and Haus can execute geo experiments directly on ad platforms via API, meaning they can launch and manage tests inside Meta or Google without requiring teams to configure experiments separately. Sellforte does not offer this; tests must be configured on the ad platform side, with Sellforte handling the analysis. In practice, enterprise advertisers with dedicated ad platform support often handle execution separately regardless, but for smaller teams the native execution capability removes a meaningful operational step.
Within the two tied platforms, the Haus geo testing workflow is differentiated by its experiment design features, which are covered in detail under Category 4.
2. A/B Test Analysis for Owned Media (Measured: 4/4, Haus: 0/4, Sellforte: 4/4)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 2.1 Analyzes own media A/B tests with synthetic control method, providing iROAS and confidence interval | 1 | 0 | 1 |
| 2.2 Self-serve UI for analyzing and reviewing own media A/B test results | 1 | 0 | 1 |
| 2.3 Estimates media counterfactual for A/B tests | 1 | 0 | 1 |
| 2.4 Configurable default post-test treatment / measurement window for A/B tests | 1 | 0 | 1 |
| Category total | 4 / 4 | 0 / 4 | 4 / 4 |
This category creates a clear split in the comparison. Measured and Sellforte both score a perfect 4 out of 4 on A/B test analysis for owned media; Haus scores 0. Both Measured and Sellforte analyze audience-level A/B tests using the synthetic control method, produce iROAS with confidence intervals, estimate the media counterfactual, and support configurable measurement windows. Haus does not offer this capability.
This matters for advertisers running catalog holdouts, email tests, loyalty program trials, or any experiment where randomization happens at the user or audience level rather than the geographic level. For those teams, Haus cannot serve as the analysis platform for this test type, and a separate solution would be needed.
In our full multi-vendor comparison, Measured and Sellforte are the only two platforms in the evaluation that offer this capability. It is a meaningful differentiator relative to the broader vendor landscape.
3. Conversion Lift Test Analysis (Measured: 0/5, Haus: 0/5, Sellforte: 5/5)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 3.1 Ingests Conversion Lift test results, providing iROAS and confidence interval | 0 | 0 | 1 |
| 3.2 Self-serve UI for analyzing Conversion Lift test results | 0 | 0 | 1 |
| 3.3 API connectors for automated conversion lift test ingestion | 0 | 0 | 1 |
| 3.4 Results comparable to ad platform data on campaign and ad set level | 0 | 0 | 1 |
| 3.5 Daily snapshot of conversion lift test progress, including iROAS and confidence interval | 0 | 0 | 1 |
| Category total | 0 / 5 | 0 / 5 | 5 / 5 |
This is the sharpest gap in the comparison. Sellforte fully supports conversion lift test analysis, and the gap with both Measured and Haus is total: both score 0 across all five criteria in this category.
Conversion lift tests are run inside ad platforms (Meta, Google, TikTok) and are part of most enterprise advertisers' measurement programs. Sellforte ingests them via API connectors, normalizes results to the campaign and ad set level, provides a self-serve UI for analysis, and offers daily in-flight snapshots so teams can monitor tests as they run rather than waiting for completion.
Neither Measured nor Haus ingests, analyzes, or displays conversion lift test results. Measured's publicly stated position is that conversion lift tests run inside ad platforms carry platform bias concerns that make them unreliable as calibration inputs. Haus has not published a detailed public rationale, but the capability is absent from the platform. The practical result is the same for both: teams running Meta or Google conversion lift tests alongside geo tests will find that both Measured and Haus leave a significant portion of their incrementality evidence outside the platform entirely.
4. Experiment Recommendations and Insights (Measured: 3/5, Haus: 5/5, Sellforte: 3/5)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 4.1 Platform recommends which channels to test | 1 | 1 | 1 |
| 4.2 Platform recommends control and test groups | 1 | 1 | 0 |
| 4.3 Platform recommends test design (type, methodology) and predicts test success | 1 | 1 | 0 |
| 4.4 AI-generated plain-language readouts / executive summaries | 0 | 1 | 1 |
| 4.5 Conversational AI for discussing experiments | 0 | 1 | 1 |
| Category total | 3 / 5 | 5 / 5 | 3 / 5 |
This is the one category where Haus leads the field with a perfect 5 out of 5. It is also the category where the three platforms divide most clearly into two camps based on where their design investment has gone: upstream (experiment design) versus downstream (AI-powered interpretation).
Haus scores on both sides. It recommends which channels to test, helps design control and test groups, recommends the test type and methodology while predicting test success probability, generates AI plain-language readouts and executive summaries, and offers a conversational AI interface for discussing experiments. No other platform in this comparison covers all five criteria.
Measured scores on the design side only: it recommends channels, helps design control and test groups, and recommends test type and methodology with success prediction. It does not generate AI readouts or offer conversational AI for experiments.
Sellforte is the mirror image of Measured: it recommends which channels to test, provides AI-generated summaries, and offers conversational AI for discussing experiments. It does not yet offer automated recommendations for control and test group design or test success probability prediction. Sellforte has not prioritized these features partly because enterprise clients typically rely on open-source design packages or dedicated data science support for this step.
Teams that want the platform to guide test design end-to-end will favor Haus or Measured in this category. Teams that want AI to help interpret and communicate results will favor Haus or Sellforte. Haus is the only platform that delivers both.
5. Unified Experiment Library (Measured: 1.5/3, Haus: 1.5/3, Sellforte: 3/3)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 5.1 Central library covers all experiments regardless of type | 0.5 | 0.5 | 1 |
| 5.2 Filterable by country, channel, brand, campaign, team, date | 1 | 1 | 1 |
| 5.3 Role-based access and governance for the experiment library | 0 | 0 | 1 |
| Category total | 1.5 / 3 | 1.5 / 3 | 3 / 3 |
Sellforte offers a complete unified experiment library: all test types (geo, A/B, conversion lift) in a single searchable and filterable repository, with role-based access controls and governance. Measured and Haus tie at 1.5 out of 3, for the same structural reasons.
Both Measured and Haus have filterable libraries, but neither covers all experiment types. Measured's library covers geo tests and A/B tests but not conversion lift tests. Haus's library covers geo tests only, as it does not support A/B test analysis or conversion lift ingestion. Neither platform offers role-based access controls for the experiment library, which is a requirement that frequently appears in enterprise procurement processes.
For large organizations running hundreds of tests per year across teams and regions, the difference between a partial library and a complete one compounds over time. A library that excludes entire test types means that learnings from those tests remain siloed in separate ad platform interfaces, and there is no single source of truth for what has been tested, when, and what was learned.
6. MMM Integration (Measured: 1.5/3, Haus: 1.5/3, Sellforte: 3/3)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 6.1 Bayesian MMM that can be calibrated by the user | 1 | 1 | 1 |
| 6.2 UI to connect experiment results to MMM | 0.5 | 0.5 | 1 |
| 6.3 Experiment-based priors comparable to attribution-based priors | 0 | 0 | 1 |
| Category total | 1.5 / 3 | 1.5 / 3 | 3 / 3 |
All three platforms include a Bayesian MMM that can be calibrated by the user. Beyond that baseline, Sellforte pulls ahead on both remaining criteria while Measured and Haus tie at 1.5 out of 3.
Sellforte offers a UI-based workflow for connecting experiment results to the MMM as calibration inputs, and supports side-by-side comparison of experiment-based priors against attribution-based priors. Both Measured and Haus score 0.5 on the UI-based calibration criterion, reflecting inconclusive public evidence for the maturity of this feature in each platform. Neither offers prior comparison. Haus has added MMM to its product more recently and the integration with its geo experimentation results is not fully documented publicly.
This gap is notable for both Measured and Haus given that both market themselves in part as incrementality-calibrated MMM platforms. Sellforte provides clear product evidence for a productized calibration workflow with prior comparison, which neither competitor matches on current public documentation.
7. Enterprise-Grade Platform (Measured: 2/5, Haus: 2/5, Sellforte: 5/5)
| Criterion | Measured | Haus | Sellforte |
|---|---|---|---|
| 7.1 At least 10 public reference customers from $1B+ revenue brands | 1 | 1 | 1 |
| 7.2 SOC 2, ISO 27001, or audited IT security by a third-party auditor | 1 | 1 | 1 |
| 7.3 Data residency: US and EU options | 0 | 0 | 1 |
| 7.4 Multi-cloud option between AWS, GCP, and Azure | 0 | 0 | 1 |
| 7.5 Single sign-on (SSO) for enterprises | 0 | 0 | 1 |
| Category total | 2 / 5 | 2 / 5 | 5 / 5 |
Sellforte scores a perfect 5 out of 5 across all enterprise criteria: it has at least 10 publicly named reference customers from brands with more than $1B in revenue, offers data residency options in both the US and EU, supports multi-cloud deployment across AWS, GCP, and Azure, and supports single sign-on (SSO) for enterprise authentication.
Measured and Haus tie at 2 out of 5 for identical reasons. Both have credible enterprise reference customers and hold security certification. However, neither offers US/EU data residency options, multi-cloud deployment, or SSO support. These are not niche requirements: they appear regularly in enterprise RFPs, and their absence can create procurement blockers for multi-region or heavily regulated organizations.
Where Measured Wins
Measured's clearest advantage over Haus is A/B test analysis for owned media. It ties with Sellforte at 4 out of 4 in that category, while Haus scores 0. For advertisers who run catalog holdouts, email tests, or loyalty program experiments, Measured can handle these where Haus cannot.
On geo testing, Measured ties with Haus at 5 out of 6, including native ad platform execution. On experiment design specifically, Measured earns the same points as Haus on the upstream criteria (recommending channels, designing control and test groups, predicting test success), though Haus additionally covers AI readouts and conversational AI where Measured does not.
For a team that runs geo tests and owned media A/B tests, wants the platform to guide test design, and does not run conversion lift tests or have complex enterprise IT requirements, Measured delivers solid and focused coverage.
Where Haus Wins
Haus's clearest advantage is in experiment recommendations and insights, where it is the only platform in this comparison to score a perfect 5 out of 5. It is the only platform that covers both experiment design (recommending control and test groups, predicting test success) and AI-powered interpretation (plain-language readouts and conversational AI). For teams that want a single platform to guide tests from design through to stakeholder communication, Haus goes further than either Measured or Sellforte.
On geo testing, Haus ties with Measured at 5 out of 6, including native ad platform execution. The main constraint is scope: Haus covers geo tests only and does not support A/B test analysis or conversion lift ingestion, which limits its role in a broader incrementality program.
Haus is best suited to mid-sized advertisers whose incrementality program is built primarily around geo tests and who want strong end-to-end guidance from test design through to AI-powered readouts, without needing to consolidate A/B tests or conversion lift tests into the same platform.
Where Sellforte Wins
Sellforte's advantage is breadth and depth of integration. Sellforte has complete coverage of all three incrementality test types across geo tests, A/B tests, and conversion lift tests. Its unified experiment library consolidates all tests into a single repository for easy access and analysis. Its MMM is deeply integrated with incrementality tests, with UI-based calibration and prior comparison. The Sellforte platform is enterprise-grade, covering all evaluated enterprise requirements including EU data residency, multi-cloud deployment, and SSO. Sellforte also adds AI-powered readouts and a conversational AI interface for experiments, which Measured does not currently offer.
For organizations that need all of these capabilities in a single platform, Sellforte is clearly the strongest choice.
Which Should You Choose?
Choose Haus if: your incrementality program is built entirely around geo tests, you want the platform to guide test design end-to-end and also generate AI-powered readouts for stakeholders, you do not run owned media A/B tests or conversion lift tests, and multi-region data residency, multi-cloud deployment, or SSO are not requirements.
Choose Measured if: you run both geo tests and owned media A/B tests, you want the platform to guide test design and group selection, you do not run conversion lift tests, and multi-region data residency, multi-cloud deployment, or SSO are not requirements. Measured is a better fit than Haus for advertisers who need A/B test coverage.
Choose Sellforte if: you run more than one type of incrementality test and want all results in a single platform, you need conversion lift test ingestion from Meta or Google, you want experiments to feed directly into an integrated MMM with a clear UI-based calibration workflow, or your organization requires EU data residency, multi-cloud deployment, or SSO. Sellforte is also the stronger fit for retail and ecommerce organizations with large enterprise IT requirements or multi-country operations.
Frequently Asked Questions
What is the difference between Measured, Haus, and Sellforte?
All three platforms support geo lift testing as their core capability. Measured and Sellforte additionally support A/B test analysis for owned media; Haus does not. Only Sellforte supports conversion lift test analysis from ad platforms such as Meta and Google. Haus leads on experiment design and AI-powered readouts, scoring 5 out of 5 on that category versus 3 out of 5 for both Measured and Sellforte. Sellforte leads on enterprise platform capabilities, unified experiment library, and MMM integration.
Does Haus support A/B test analysis or conversion lift tests?
No. Based on our evaluation of publicly available documentation, Haus supports geo-based incrementality testing only. It does not offer A/B test analysis for owned media or conversion lift test ingestion from ad platforms. Advertisers running these test types alongside geo tests will need separate solutions if they choose Haus.
Does Measured support conversion lift test analysis?
No. Based on our evaluation of publicly available documentation, Measured does not ingest, analyze, or display conversion lift test results from ad platforms such as Meta, Google, or TikTok. Sellforte fully supports conversion lift test analysis.
Which platform has the best experiment design features?
Haus scores 5 out of 5 on Experiment Recommendations and Insights, the highest of the three platforms. It recommends which channels to test, helps design control and test groups, predicts test success probability, generates AI plain-language readouts, and offers conversational AI for experiments. Measured and Sellforte each score 3 out of 5, but they earn their points in different ways: Measured is stronger on upstream design features, while Sellforte is stronger on AI-powered interpretation and communication of results.
Is Haus good for enterprise advertisers?
Haus has credible enterprise reference customers and holds security certification. However, it does not offer US/EU data residency options, multi-cloud deployment across AWS, GCP, and Azure, or SSO. Its trust center covering IT security details is confidential, which creates additional uncertainty for procurement teams. Organizations with strict IT or data governance requirements, or those with operations in both the US and EU, should verify whether these gaps are a blocker before committing to Haus.
How does Sellforte compare to Measured and Haus on geo testing?
Measured and Haus both score 5 out of 6 on geo test analysis; Sellforte scores 4 out of 6. All three platforms use the synthetic control method, produce iROAS with confidence intervals, and offer self-serve analysis. The shared advantage of Measured and Haus is their ability to execute geo tests directly on ad platforms via API. Sellforte does not offer this: geo tests must be configured on the ad platform side, with Sellforte handling the analysis.
What are the best Measured and Haus alternatives?
The closest alternative to both Measured and Haus is Sellforte, which covers a broader set of test types and enterprise requirements. For teams committed to open-source approaches, Google's Meridian GeoX is a no-cost option for geo testing but requires significant in-house engineering to operationalize and does not offer a self-serve UI or enterprise platform features.
Further Reading
How to Choose an Incrementality Testing Tool: 31 Evaluation Criteria
Best Incrementality Testing Tools: In-depth Vendor Comparison
Measured vs Sellforte: Incrementality Testing Platforms Compared
Commentary
Snapshot in time. Vendor capabilities evolve quickly. This comparison reflects publicly available information at the time of publication.
Corrections welcome. We will revise this comparison as new information becomes available. If a vendor believes a score is inaccurate, we welcome corrections with supporting documentation. Please email sales@sellforte.com.
Recommendation for buyers. Use this comparison as a structured starting point for your own evaluation, not as a final answer. We recommend conducting evaluation calls or demos with the vendors to verify fit against your organization's specific requirements.
Authors
Lauri Potka is the Chief Operating Officer at Sellforte, with over 15 years of experience in Marketing Mix Modeling, marketing measurement, and media spend optimization. Before joining Sellforte, he worked as a management consultant at the Boston Consulting Group, advising some of the world's largest advertisers on data-driven marketing optimization. Follow Lauri in LinkedIn, where he is one of the leading voices in MMM and marketing measurement.
Kacper Solarski is a Lead Data Scientist at Sellforte, focused on developing Sellforte's Experiments product. Kacper is one of the most senior data scientists and developers at Sellforte, where he has implemented Marketing Mix Models and incrementality testing solutions to Sellforte customers, while at the same time developing Sellforte's platform. Follow Kacper in LinkedIn.
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Juha Nuutinen is the Chief Executive Officer and co-founder at Sellforte, with over 15 years of experience in optimizing marketing spend and promotional activity for the largest advertisers in the world. Before co-founding Sellforte, he worked as a management consultant at the Boston Consulting Group, specializing in promotion optimization. Follow Juha in LinkedIn, where he is actively sharing his views on marketing measurement.