Measurement and Attribution
Holdouts, incrementality, and why the platform report disagrees with finance.
- Courses
- 11
- Hours
- 16
- Modules
- 4
Six weeks of a slightly smaller business buys a number you can trust. That trade is almost always worth making, and almost nobody makes it.
Assessed on a holdout design and a one-page report a finance team could act on.
The sequence
Modules unlock in order. You finish one before the next opens, which is the point of a path rather than a playlist.
-
01
What the platform counts
Attribution windows, and the demand you already had.
-
02
Geographic holdouts
Designing one, running it, and reading the result honestly.
-
03
Incrementality
Separating what you caused from what you merely observed.
-
04
Reporting people trust
Writing the number with its range and its caveats attached.
What you can do afterwards
The assessment checks these directly, against a rubric published before you start.
Before you start You have run paid campaigns and been asked to defend the numbers.
- Design a holdout that answers a specific question.
- Report a result with its uncertainty instead of a false decimal.
- Explain to finance why two correct numbers disagree.