In this episode of The Aperiam Podcast, Corey and Joe sit down with Andrew Covato, founder of Growth by Science, to tackle one of marketing's most persistent challenges: measurement. With over 15 years of experience at Google, Meta, Netflix, and Snap, Andrew breaks down why so many brands are still wasting ad dollars on outdated attribution methods, why simply "throwing AI at it" won't fix broken measurement foundations, and what a smarter approach actually looks like — starting with the fundamental question: what would happen to your business if you turned off your ads? Whether you're a scrappy DTC brand or a multinational with nine-figure budgets, this conversation delivers a practical, no-nonsense framework for building a measurement program rooted in science, not vanity metrics.