Mobile Dev Memo Podcast Season 5, Episode 20: The scientific approach to advertising measurement (with Andrew Covato)
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May 14, 2025 Andrew Covato, founder of Growth by Science and a veteran from Meta, Google, and Snap, dives deep into the world of advertising measurement. He highlights common misconceptions advertisers have about major platforms. Andrew emphasizes a scientific approach to measurement, advocating for critical analysis of marketing spend's effectiveness. He discusses strategies for future-proofing advertising methods and the importance of integrating brand and performance advertising. Listeners get insights on optimizing startup strategies and navigating data complexities for growth.
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Ad Platforms Optimize Themselves
- Recognize that ad platforms optimize for their own revenue, not your results.
- Take responsibility as an advertiser to justify your spend with proper measurement.
Accept Fuzziness in Measurement
- Measurement isn't perfectly precise; accept some fuzziness in metrics.
- Use stochastic or causal analytics to get the right range for informed business decisions.
The Incrementality Blind Spot
- Marketers often don't ask the fundamental question about their total marketing incrementality.
- Overestimating incrementality leads to misallocation of marketing budgets and wasted spend.