Forthsignal field notes
Paid social insights for companies that care about what happens after the click.
Practical guidance on offers, creative, lead quality, follow-up, and measurement—without the black-box theater.
Latest thinking
Build a better lead system.
What a Facebook Ads Agency Should Actually Be Measuring
See what a Facebook ads agency should measure across traffic, leads, qualification, sales conversations, customers, and verified acquisition cost.
Read the field note ↗Is Your Customer Value High Enough for Facebook Ads?
Determine whether your customer value can support Facebook ads by working backward from margin, close rate, qualified leads, and total acquisition costs.
Read the field note ↗How Fast Should You Follow Up With Facebook Leads?
Build a practical Facebook lead follow-up process with clear ownership, fast acknowledgment, useful context, multiple attempts, and measurable outcomes.
Read the field note ↗Meta Lead Ads vs. Landing Pages for High-Value Services
Compare Meta lead ads with landing pages for high-value services based on friction, qualification, tracking, message control, and sales follow-up.
Read the field note ↗Why Facebook Leads Do Not Become Sales — and How to Fix It
Diagnose why Facebook leads are not converting into sales and fix the offer, qualification, landing page, response time, follow-up, and tracking.
Read the field note ↗Facebook Lead Generation Costs: When the Numbers Make Sense
Learn how to evaluate Facebook lead generation costs using customer value, close rate, contribution margin, and sales capacity instead of generic benchmarks.
Read the field note ↗Need the system, not just the theory?