Field notes

A working knowledge base on fertility paid acquisition, measurement, advertising platforms, and patient search behavior. Every note is dated, sourced, and updated when conditions materially change.

Measurement

Why calls distort fertility marketing attribution

In fertility, a meaningful share of first contact happens by phone, and phone inquiries routinely carry different intent than form fills. An account that only measures forms is reading a partial and skewed sample of its own results.

Measurement · Published July 7, 2026

Why paid-search learning often stops at the form fill
Most fertility advertising accounts optimize toward the moment someone raises a hand, because that is the last event the platform can see. The stages the clinic actually values live in other systems, and until they are connected, the bidding system learns from the wrong signal.
Measurement · Published June 2, 2026

Why calls distort fertility marketing attribution

Why paid-search learning often stops at the form fill