[ FIELD NOTES ] · ONE LIVE TEST A MONTH
[ FIELD NOTES ] · ONE LIVE TEST A MONTH
Field Notes
Field Notes
Field Notes
What we tested, what won, and what we’d never do again. Every note is a live test from a campaign we run, written up by the person who ran it.
All notes
All notes
Strategy
Strategy
Playbooks
Playbooks
Creative
Creative
Data
Data
Sorted
Sorted
Newest first ↓
Newest first ↓
[ Archive ]
[ Archive ]
Earlier tests
Earlier tests
Test 013
Test 013
Playbooks
Playbooks
·
·
4 min
4 min
The 2.5 rule: when to kill an ad set
The 2.5 rule: when to kill an ad set
The 2.5 rule: when to kill an ad set
Every account has ad sets that quietly lose money for weeks. A written rule removes the guesswork: below 2.5 ROAS for three days, it gets paused.
Every account has ad sets that quietly lose money for weeks. A written rule removes the guesswork: below 2.5 ROAS for three days, it gets paused.
−27%
−27%
−27%
Wasted spend once weak ad sets were paused automatically
Test 012
Test 012
Creative
Creative
·
·
5 min
5 min
Creative fatigue is a forecasting problem
Creative fatigue is a forecasting problem
Creative fatigue is a forecasting problem
Ads don't stop working overnight. Attention fades on a curve, and once you can see the curve you can brief the next hook before the drop.
Ads don't stop working overnight. Attention fades on a curve, and once you can see the curve you can brief the next hook before the drop.
+64%
+64%
+64%
CTR once new hooks shipped before fatigue set in
Test 011
Test 011
Data
Data
·
·
5 min
5 min
Server-side tracking: the conversions you're not counting
Server-side tracking: the conversions you're not counting
Server-side tracking: the conversions you're not counting
Browser tracking misses a share of every sale. Send conversions from your server and the models finally see the customers they were already winning.
Browser tracking misses a share of every sale. Send conversions from your server and the models finally see the customers they were already winning.
−41%
−41%
−41%
CAC for Bastion once every trial was attributed
Every test, logged.
Every test, logged.
Every test, logged.
A new note every month
A new note every month
[ 012 — CONTACT ]
[ 012 — CONTACT ]
Let’s talk.
Let’s talk.
Let’s talk.
SLOTS FOR NOVEMBER
SLOTS FOR NOVEMBER
3 LEFT
3 LEFT
C01 · TALK TO A STRATEGIST
C01 · TALK TO A STRATEGIST
Tell us where the numbers stand. A strategist reads every message and replies within a day.
Tell us where the numbers stand. A strategist reads every message and replies within a day.
4 STRATEGISTS
4 STRATEGISTS
· ONLINE
· ONLINE
C02 · NOTES FROM THE DESK
C02 · NOTES FROM THE DESK
Occasional notes on what we test and what wins.
Occasional notes on what we test and what wins.
1,400+ LIVE CAMPAIGNS · $48M+ MANAGED
1,400+ LIVE CAMPAIGNS · $48M+ MANAGED
C03 · SYNAPSE®
C03 · SYNAPSE®
Created by Lamin Touray
Created by Lamin Touray
© 2026 Synapse
© 2026 Synapse
