Field Notes

Field Notes on profitable growth.

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

6 entriesUpdated

Latest

Performance testing hierarchy

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

Yoni Levy, Co-founder

Performance Testing2 min read Read note

Every note, newest first.

6 entries

2026

  1. Performance testing hierarchy Getting more from any channel isn't about testing more. It's about testing the right opportunities, in the right sequence, from foundation up. Yoni LevyPerformance Testing2 min read
  2. The $2M Mistake Attribution doesn't just get the magnitude wrong. Sometimes it picks the wrong winner entirely. Yoni LevyMeasurement + Decisions2 min read
  3. A lift study is not a report Most brands run the lift study, get the results, and stop there. But the whole point of measurement is to drive profitable growth. That happens in the decisions you make after the study. Yoni LevyMeasurement + Decisions2 min read
  4. Calibration is a system, not a study Brands calculate a multiplier once, coast on it for months, and make budget decisions on a number that no longer reflects reality. Here's the system that keeps it honest. Yoni LevyMeasurement + Decisions2 min read
  5. Your calibration multiplier has an expiration date A brand runs a lift study in Q3. The result: a 0.5x calibration multiplier. Six months later, they overhauled their creative strategy, changed attribution windows, and shifted budget across funnel stages. The calibration multiplier hasn't moved. Yoni LevyMeasurement + Decisions2 min read

2025

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

Need help applying this inside your business? Work with us.

Work With Us