Halo Effect

The halo effect refers to the indirect positive impact a marketing action has on products, categories, or channels that were not targeted. For example, a Meta campaign for a flagship product can boost organic sales of complementary products.

This effect is often underestimated by traditional attribution models that focus on direct conversion. Yet it can represent 10 to 30% of the value generated by a marketing campaign.

Measuring the halo effect requires observing sales variations on non-targeted products during and after campaigns, and comparing to a control period. Incrementality tests help isolate this phenomenon.

Fullmetrix identifies halo effects by correlating your marketing spend with sales by category and comparing performance with and without an active campaign.