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Library · Traffic · How to run this

Triple Whale pixel-holdout lift is not Hyros call-holdout lift

How to run thisTraffic3 steps
CalculatorTriple Whale incrementality holdout · Calculator lives in the articleOpen

TW pixel-inc ROAS = lift $ ÷ holdout spend $. Lift vs control % = lift $ ÷ control $ × 100. Use one Triple Whale pixel-test window for all three inputs.

Pair: Incrementality holdout on Traffic. Hyros twin: call-holdout. Halo twin: halo gap.

What you type

Holdout spend $ — Ad dollars in the Triple Whale pixel-test cell.

Lift $ — Incremental revenue Triple Whale reports for that pixel test vs its control design.

Control $ — Control-cell revenue $ for the same Triple Whale pixel test.

Soft TW pixel-inc ROAS usually means the pixel map lagged the test design — fix that seat; never invent a lift chip.

What not to do

Do not invent lift $ or TW pixel-inc ROAS. Do not drop a Hyros call-holdout or Rockerbox path-holdout CSV into Triple Whale pixel fields. Do not mix halo-vs-direct dollars into pixel-test lift. Do not pair week-A spend with week-B control revenue.

Related: Traffic, Hyros call-holdout, halo gap, assisted share.

Procedure

  1. Type holdout spend $, lift $, and control $.
  2. Read TW pixel-inc ROAS and lift-vs-control %.
  3. Bid on pixel-holdout ROAS when TW pixel-inc ROAS is the trusted book.

Failure modes

  • Inventing TW pixel-inc ROAS or lift $.
  • Dumping a Hyros call-holdout or Rockerbox path-holdout file into Triple Whale pixel-holdout fields.
  • Folding Triple Whale halo-vs-direct or assisted share into pixel-holdout lift.

Worked example

None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.

Glossary

TW pixel-inc ROAS
Lift $ ÷ Holdout spend $. Lift vs control % = Lift $ ÷ Control $ × 100.

Work with us — We run this job on your accounts. Services

FAQ

Is this the Hyros call-holdout page?
No. [Hyros call-holdout](/manuals/hyros-incrementality-holdout) is phone-path holdouts. This door is Triple Whale pixel-test lift only.
Is this Triple Whale halo-vs-direct?
Attribution skew, not a holdout. [Halo-vs-direct gap](/manuals/triple-whale-halo-vs-direct) compares halo $ to direct $. Here you type spend, lift, and control from one pixel test.
Can I invent the lift dollar?
No. Pull holdout spend $, lift $, and control $ from the same Triple Whale pixel-test export.