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10min chapter
#17 Ad Measurement Veteran, Andrew Covato, Founder of Growth by Science and formerly at Google, eBay, Facebook, Snapchat, and Netflix
Always Be Testing
CRO vs. Conversion Optimized Ad Delivery
This chapter discusses the difference between conversion rate optimization (CRO) and conversion optimized ad delivery, highlighting the lack of causality in conversion optimization algorithms. It suggests using a reach and frequency approach for better results.
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