Articles
What happens after the click
Field notes from 100+ funnels since 2010. Ads, pages, follow-up and the numbers that say where the money stops.
Why Meta Ads Work One Week and Stop the Next: 8 Stages Nobody Checks
A Meta ad works for a week, then sales drop. Before you change the ad or the budget, check the eight stages after the click where the promise breaks.
11 min read BUDGET CHECKBefore You Raise Your Ad Budget: The 7 Numbers That Say Wait
More budget on a broken stage only makes the loss bigger. The seven numbers to read before raising Meta spend, in order, with the math behind each one.
11 min read FIELD NOTESame Lead, Different Five Minutes: What Happens After the Form
The same lead, answered in five minutes, is still thinking about you. Answered tomorrow, it's "Who is this?" What to measure and send after the form.
11 min read FUNNEL MATHOptimizing Yourself Into a Loss: Fix One Number, Break Three Others
A funnel test can win on the number it tested and still leave less money in the bank. Here are the numbers to watch in pairs, with a worked example.
10 min read FUNNEL MATHThe Funnel Iceberg: Why a Copied Guru Funnel Only Pays the Guru
A big funnel can lose money up front and still win. Here's what sits under the water, and the questions to ask before copying any funnel you admire.
11 min read REAL NUMBERS$249,291 From One Sales Page: What It Did and What Wasn't Mine
One front-end sales page, 6,295 orders, 2.35% of cold traffic. What it did, what it didn't, and why one page's number says more than a funnel total.
10 min read