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Notes Field writing on paid media
Seattle, WA
Field notes.
Short, practical writing on what actually works in paid media. Account audits, measurement frameworks, platform changes worth reacting to (and ones that aren't), and the trade-offs behind decisions that tools present as obvious.
Paid Social
Creative testing on Meta when the platform keeps breaking your holdouts.
Traditional A/B testing doesn't survive Advantage+. Three frameworks that do, ranked by what your spend level supports.
Paid SearchHow to audit a Performance Max campaign without the asset group theater.
Why asset-group reports are ceremony, and the seven checks that actually predict pMax campaign health.
AnalyticsServer-side tagging for businesses that shouldn't bother.
Server-side is the default recommendation everywhere. For SMB accounts below a certain spend threshold, the economics don't work. Here's the real math.
ReportingThe GA4 vs ad platform discrepancy report, and what to do about it.
Why platform numbers never match, which gaps are expected, which ones signal breakage, and how to build a reconciliation report in 20 minutes a month.
OperatorA short test for whether your current agency is doing the work.
Five diagnostic checks any owner can run in an afternoon to see whether the paid media retainer is buying active management or just maintenance.
OperatorWhat an owner should actually read in a monthly paid media report.
The five things that should be in the report, the three questions to ask in the review, and the red flags that tell you the account is running on autopilot.