Field Notes

Field Notes on profitable growth.

The work and thinking behind measurement, performance experiments, creative testing, and scaling.

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Note

The $2M Mistake

Attribution doesn't just get the magnitude wrong. Sometimes it picks the wrong winner entirely.

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Note

Performance testing hierarchy

Getting more from any channel isn't about testing more. It's about testing the right opportunities, in the right sequence.

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Conversation

Operators x Meta Summit

Yoni joined Operators Podcast from Meta's Performance Summit to discuss incrementality, AI, creative quality, and the changing role of media buyers.

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Series

Incrementality Measurement

A connected set of field notes on lift studies, calibration multipliers, attribution gaps, and the testing system behind better budget decisions.

01 Your calibration multiplier has an expiration date Note 02 Calibration is a system, not a study Note 03 A lift study is not a report Note 04 The $2M Mistake Note 05 Performance testing hierarchy Note

Appearances

Conversations on growth.

Podcasts, videos, and external conversations on measurement, media, creative, and growth.

Conversation

Operators x Meta Summit

Yoni joined Operators Podcast from Meta's Performance Summit in San Jose for a conversation on incrementality, AI, creative quality, and the evolving role of media buyers.

View podcast

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