Field notes

One useful note. A better decision.

Practical checks and ideas for better decisions about advertising, search visibility and AI workflows.

Field note 1

Great ROAS. What about profit?

Platform revenue is not the money left after costs. Check returns, product cost and variable fulfilment costs before choosing a ROAS target.

Try this: At a 40% pre-ad contribution margin, break-even ROAS is 1 / 0.40 = 2.5. This simplified threshold excludes fixed costs and target profit.

Field note 2

Rising costs alone do not identify creative fatigue. Review frequency, click-through rate and conversion rate together.

Try this: Compare the same audience and reporting period. If site conversion also falls, investigate the page and tracking.

Field note 3

A button click and a qualified enquiry are different signals.

Try this: Check that the primary conversion represents the business action you want. Review duplicate counts and value accuracy.

Field note 4

Start with distinct reasons to buy instead of asking for twenty similar headlines.

Try this: Ask for the customer problem, message, assumption and evaluation criteria. Do not let the model invent product features.

Field note 5

Explain what you do, who it is for and how the work happens. Add examples and sources.

Try this: Track citations, brand mentions and enquiries separately. One AI answer is not a stable visibility trend.

Field note 6

Adding attributed revenue across ad platforms can overstate the revenue your business actually made.

Try this: Compare store revenue and total spend over the same period. Interpret channel reports within their attribution limits.

Tell us about your goal and what you want to improve. We will work out where to start together.