The post-click field manual
Better pages. Cleaner tests.
Practical field guides to matching the ad, running the test, and choosing the metric that matters.
Funnel congruency: the ad makes a promise, the page has to keep it
What funnel congruency is, why the best DTC operators enforce 'no ad launches without a congruent page', how Meta's algorithm changed the stakes, and how to audit your own ad-to-page routes this week.
Open the field guideSame ad · same clicks · only the page changed · Illustrative
How to run a creative test you can actually read
Most creative tests produce a winner and no learning. How to design tests you can actually read: one variable, real spend, a hypothesis, and a decision log.
Open the field guideSame spend. Pick the bar before the test, not after.
ROAS vs NC-ROAS: which bar should grade your creative?
Blended ROAS counts every buyer; NC-ROAS counts only the new ones. What each number hides, a worked example, and how to pick the right bar per brand.
Open the field guideThe field guide becomes the workflow
Audit one live route. See what the page missed.
Meta · Google · TikTok · Microsoft/Bing