Halo Effect
The only incrementality model you can see inside
Click attribution over-credits the bottom of the funnel. Halo redistributes a portion of that credit to the channels doing the early work, on assumptions you set and can see.
{ See it }
Adjust the model. Watch it recompute.
Transparent by design
Most incrementality models are a black box you are told to trust. Halo shows the model and lets you tune it.
Zero sum, so it stays honest
Credit is redistributed, not invented. Revenue moves from where the click landed to where the influence happened. Nothing is conjured.
Your strategy, reflected
Run heavy top-of-funnel video, set the weighting, and your reporting finally matches how you actually grow.
{ The problem }
Your top of funnel looks weak because the click never tells the whole story
A YouTube view or a TikTok ad rarely gets the click that closes the sale, so click attribution hands the credit to email, retargeting, and direct. Top of funnel looks like a loser, you stop funding it, and new customer growth quietly stalls.
Every move is visible
Credit is zero sum, so giving one channel more takes it from another in the same view. You always see what a change costs, which means you cannot quietly inflate top of funnel without watching where the credit came from.
The model grades itself
Halo scores your configuration in real time. When your gives, gets, and neutral channels fall out of balance, it flags an unhealthy setup instead of returning a confident, wrong answer.
Start from a defensible baseline
Conservative, balanced, and aggressive presets anchor you to a sane starting point, so your model is a considered adjustment from a known baseline, not a blank slate you bend to the number you wanted.