Field Notes
Notes on building
an AI marketing OS.
Threads on attribution, ad creative, AI video generation, and other things we're chewing on while shipping Orbit.
Google Ads Attribution Setup Guide
End-to-end Google Ads measurement: gtag, Enhanced Conversions for Web and Leads, Consent Mode v2, offline imports, gclid/gbraid/wbraid, sGTM, and Customer Match.
Meta Attribution Setup Guide
Complete dual-tracking stack for Meta: Pixel + Conversions API, Advanced Matching, EMQ optimization, AEM, Consent Mode, and 2026 deduplication rules.
Identity stitching
The part of your analytics stack that's almost certainly broken — five layers, three bugs we caught in review, and the SQL to copy.
The wrong customer for AI video
HeyGen, Synthesia, Higgsfield, Runway, Sora — what they're actually optimized for, and why advertising is still waiting for the right tool.
TikTok Attribution Setup Guide
Complete dual-tracking stack setup: TikTok Pixel + Events API, event mapping, three integration methods, and verification.