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# Cross-Channel Halo Effects
- URL: https://www.adlingo.org/glossary/cross-channel-halo-effects/
- Published: 2025-01-15T11:28:00.000Z
- Updated: 2025-01-15T11:28:00.000Z
- Description: The indirect positive impact that marketing activities in one channel have on performance in other channels or on overall brand metrics.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

When activity in one channel lifts performance in another, without a direct click or conversion to trace. Upper-funnel TV spend that improves paid search conversion rates is the classic example. The effect is real. Proving it requires either MMM or a carefully designed holdout test, because platform attribution will never surface it on its own.