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Field Notes

Performance
marketing, written
from the field.

No frameworks borrowed from a textbook. No "10 tips to improve your ROAS." What actually works, what breaks, and why — straight from live accounts across MENA and beyond.

📍 Published by Cherif Eddine Haddad · 📅 First issue dropping soon · 🔓 Always free
CAC Reduction Creative Strategy Server-Side Tracking Attribution Meta Ads Google Performance Max Budget Allocation Audience Architecture CAPI & Stape Programmatic

Coming up first

Unlocks when published
Tracking · Deep Dive
Why your Meta ROAS is lying to you — and how to find the real number
Most accounts are seeing 30–60% inflated ROAS because of a combination of view-through attribution, duplicate pixel fires, and post-purchase events firing on page refresh. Here's the exact process to reconcile Meta against your CRM and find where the gap is coming from.
📊
🔒
Publishing soon — notify me
Creative
Creative Strategy
The frequency threshold that actually predicts creative fatigue
It's not 2.5. It never was. Fatigue thresholds vary by audience size, objective and placement. Here's the model I use across accounts.
Coming soon ~6 min read
🔒 Coming soon
Budgeting
Budget Allocation
The 70/20/10 split is a starting point, not a rule
Every account I audit has a different optimal cold/warm/hot ratio. Here's how to find yours in the first 30 days without burning budget.
Coming soon ~5 min read
🔒 Coming soon
Programmatic
Programmatic · GAM
What performance marketers get wrong about programmatic inventory
Programmatic isn't just display. Understanding inventory quality, bid floor logic and deal types changes how you think about upper-funnel spend entirely.
Coming soon ~8 min read
🔒 Coming soon
Tracking
Server-Side · Stape
Setting up CAPI via Stape — what the docs don't tell you
The deduplication logic, the event match quality score, and why most server-side setups still fire duplicate events despite being "configured correctly."
Coming soon ~10 min read
🔒 Coming soon
Attribution
Attribution · Analytics
How to reconcile GA4, Meta and your CRM in one view
Three tools, three different numbers, one real answer. The SQL query and BigQuery setup that gives you a single source of truth across channels.
Coming soon ~7 min read
🔒 Coming soon
Audience
Audience Architecture
Why broad targeting outperforms detailed targeting on Meta — and when it doesn't
The nuanced answer depends on pixel maturity, spend level, and funnel stage. Here's the decision framework I use across accounts at different scales.
Coming soon ~5 min read
🔒 Coming soon
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What this is

Writing that comes from accounts,
not from theory.

Every post is grounded in a real problem found in a real account. Not a "framework." A finding.

🔍
Diagnostic-first
Every post starts with what was broken, not with a best practice. Real accounts, anonymised.
🔢
Specific numbers
Not "ROAS improved." Specific deltas, timelines, and the exact change that caused them.
⚡
Actionable same day
If you can't do something with it in your account by end of day, it won't get published.
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No fluff policy
No intros that take three paragraphs to get to the point. No "in today's digital landscape."
C
Cherif Eddine Haddad
Performance Marketing Specialist
600+ ad accounts audited across MENA and Europe. Focused on Meta, Google, programmatic, and server-side tracking. Writing about what I see every day — not what the platform documentation says should happen.
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