Writing

Writing.

Everything I've written on Meta and TikTok, attribution, creative and unit economics. A new post goes out every week.

01

Essays

20 essays

How Many Ads Should You Launch To Profitably Scale Meta?I've been telling people one new ad per $3,000 of monthly spend. That asks for more creative than the top quartile of accounts actually ships, and the reason why is more useful than the number.Oct 9, 2026 ↗
8 Types of Attribution Every DTC Brand Should Know (And the 3 I Actually Use)A complete framework for understanding where your customers come from, from blended metrics to geo-lift testing (Updated)Oct 2, 2026 ↗
Your Best Customer Keeps ChangingHeavy buyers regress, LTV falls as you scale, and both are supposed to happen. The fix is changing what you aim at.Sep 25, 2026 ↗
AEO / GEO / AIEOTen answer-engine moves DTC brands can run this quarter, from an SEO who does this full time, plus my read on why a paid media operator is paying attention.Sep 18, 2026 ↗
The First Customer P&LYour blended numbers can look great while every new customer loses money. Here is the P&L that shows you which one you are, and when it flipped.Sep 11, 2026 ↗
How to Actually Get More New Customers from Facebook3 steps + a creative strategy shiftSep 4, 2026 ↗
The most boring email you'll get today (concept vs. angle, settled)The five-layer taxonomy I use to keep creative teams aligned, the four IDs Meta assigns your ads, and why "net new concept" now has a technical definition.Aug 28, 2026 ↗
What It Actually Costs to Reach 1,000 PeopleThe cost to reach 1,000 people runs from about $2 to about $1,000, depending on where you buy it.Aug 22, 2026 ↗
A winner is not a variableYour hit rate is a function of how many unproven things you're holding at once. Most "this doesn't work" verdicts are just bad variable accounting.Aug 14, 2026 ↗
The 5 Marketing Quotes Worth Keeping(The Most Famous One Might Just Be A Saying?)Aug 7, 2026 ↗
Struggling to Scale on Meta? Start With These 3 ChartsA creative health check for operators: concentration, hit rate, and creative half-life, and how to find the gap when growth stalls.Jul 31, 2026 ↗
I Built a Skill That One-Shots Animated Ads, Inside Claude. It’s Free.Point it at a brand and a direction. It does the research, makes the ad, and hands it back in one shot. Not perfect, but a new format you can test in 15 minutes.Jul 23, 2026 ↗
100 Things to Check Before You Launch Your Next AdSteal it, run it, send it to your team.Jul 17, 2026 ↗
Stop Pasting Ad Reports Into ChatGPTHere's the 2 mode model I use to analyze data quicker and more effectively now and a quick run down on how I built it.Jul 10, 2026 ↗
13 Ideas From the People I Actually Learn From in DTCAll these people are worth following / links to full posts below!Jul 3, 2026 ↗
The Offer Is the Cheapest Growth Lever You’re Not Pulling (A Framework)Why offer changes move accounts like nothing else, how to pick the right construct for your brand, and the four ways promos go wrong.Jun 26, 2026 ↗
You Forgot About Prime Day (Here’s the 96-Hour Triage Plan)Prime Day starts Tuesday, June 23. If your prep so far consists of reading this post, this is exactly what I'd do between now and then.Jun 19, 2026 ↗
The DTC static ad system: what 67,852 ads across 106 brands actually look like.12 Formats to copy today and why.Jun 12, 2026 ↗
The DTC Meta Ads Tier ListAfter working with many 8 and 9 figure brands - here are my thoughts.Jun 5, 2026 ↗
Stop Auditing Your Meta Account Like It’s a ChecklistAfter dozens of audits and close to half a billion in Meta ad spend reviewed this year, there is no perfect structure, cadence, or creative mix.May 29, 2026 ↗

02

Field studies and templates

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