“one of them is incrementality so you want to switch ads on switch ads off and see what's happening to your baseline which is always of course a good position for smaller developers if you don't have a ton of organic yet”

Use incrementality testing — switch ads on and off to isolate channel impact without a data science team

Before building data science infrastructure, Burke validates channel ROI using a simple incrementality check: pause spend for a period and observe baseline installs and trials. If they drop materially, the channel was contributing. This works especially well for early-stage apps with limited organic that can cleanly isolate the ad effect.