Notes, methods and the thinking behind the plans we ship. No listicles, no ten-minute reads padded to twenty — just the way we work, in writing.
Post-iOS, the algorithm rewards creative variance, not audience precision. Here's the operating model that lets a D2C brand ship 60 ads a month without burning the team out.
Platform ROAS lies. Last-click attribution lies harder. Why we report against blended performance — and how to wire your stack to actually see it.
Five fields, one page, zero brand-deck filler. The exact creative brief that got our last cohort of UGC creators to a 60%+ usable-rate.
It's almost never the channel. It's the operating cadence underneath the channel. The five things that change between bootstrap mode and scale mode.