references/schools/causal-measurement.md

# Causal Marketing Measurement

## Core idea

Choose evidence methods based on the counterfactual needed for the business decision, not the metric a platform reports most easily.

## Use when

- The decision depends on current discovery, commerce, media automation, creator, or measurement behavior.
- Current platform facts are verified separately from the enduring decision rule.

## Applied theories

- `incrementality-ladder`
- `closed-loop-bias`
- `marketing-signal-architecture`

## Boundaries

- Treat platform capabilities as dated evidence, not timeless truth.
- Preserve commercial, brand, customer, and causal counterweights when a platform-native recommendation points elsewhere.