Reference / Glossary / Measurement
Halo Effect
Sales lift on products or channels that were not advertised, caused by advertising for related ones: a search campaign for one product lifting sales of the range, or retail media on Amazon lifting sales in stores. Halo is measured with geo tests or MMM and is systematically missed by attribution.
Related terms
Cite this entry:
Agency Echelon. "Halo Effect." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/halo-effect/