Andrew Covato

If there’s one thing that makes advertising measurement consultant Andrew Covato roll his eyes and shake his head, it’s the endurance of last-click attribution. Last click may seem “simple” and “tidy,” Covato says, but it doesn’t reflect the full funnel.

Ad measurement and attribution are in crisis – but maybe that’s a good thing says Andrew Covato, founder and managing director of measurement consultancy Growth by Science. “It’s time for change.”