Field Notes
2 published pages on field notes for operators working through real growth constraints.
Signup Is Not the Goal: Measure Activation and Retention
Signup measures entry into the funnel; activation and retention show whether acquisition created customer value. Define the first behavior that demonstrates value, follow each acquisition cohort through that event and its next meaningful return, and connect the cohort to revenue or contribution margin. A channel that produces cheap signups can still be expensive if those users never activate or stay.
Why Scaling Paid Ads Before Fixing the Funnel Backfires
To scale paid ads, first prove that the rest of the growth path can absorb more demand. Check creative durability, promise-to-page match, audience room, conversion, activation, margin, inventory, operations, and measurement. More budget amplifies whatever is already true. If the bottleneck sits after the click—or outside marketing—spend can rise while the business outcome barely moves.