The Aperiam Podcast Solving Measurement
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Feb 25, 2026 Andrew Covato, founder of Growth by Science and measurement practitioner with 15+ years across Google, Meta, Netflix, and Snap. He critiques attribution-first thinking and explains why asking what happens if you turn off ads reveals true incrementality. He breaks down foundations like clean data, bespoke models, and pragmatic AI, plus how measurement changes spend and scales across small and large brands.
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Post Exposure Attribution Still Misleads Advertisers
- Many advertisers still chase post-exposure attribution like MTA and ignore more reliable causal methods.
- Andrew Covato argues that relying solely on granular touchpoint attribution wastes money and misses true impact on business outcomes.
Run Multi Channel Holdbacks To Measure True Incrementality
- Ask what would happen to your business if you turned off advertising and measure that via multi-channel holdbacks.
- Covato recommends running periodic holdbacks to quantify incrementality and expose wasted spend.
Combine Bespoke Modeling With Incrementality Tests
- Build a one-of model tailored to your business and combine it with incrementality testing.
- Covato emphasizes data organization, pragmatic test design, and iterative model refinement for actionable measurement.