What are halo effects and how does Provalytics measure them?

Halo effects occur when one marketing activity influences the performance of another channel or future conversion.

For example:

• A CTV campaign increasing branded search volume
• A social campaign improving email performance
• Upper-funnel awareness driving later conversions

Provalytics quantifies these indirect effects by modeling how channels and campaigns interact over time.

This allows organizations to:

• Understand the full impact of upper-funnel investments
• Avoid undervaluing awareness campaigns
• Allocate budget more effectively across the funnel

Without measuring halo effects, marketing impact is often underestimated.