Field Instruments · Vol. 2026

Instruments

The maps' models, running live. Answer with your numbers, get the working shown. Use one here, or paste two lines and host it on your own site. No sign-up, no upkeep, no tracking.

the mechanism, live instrument index each sits on a map 5 instruments
The margin waterfall A single order dollar of $128.80 stepping down through cost of goods, selling fees and the refund leak to the $36.13 of contribution you keep. $128.80 price −$53.20 costs −$34.36 fees −$5.11 refunds $36.13 keep
Annotated Waterfall · running live
Interactive Free · Embeddable · No sign-up

Margin & Break-even Calculator

Trace one order dollar from the price on the page to the money you keep, then see the most you can pay to acquire a customer.

Companion to The Money You Actually Keep Open the instrument
The Acquisition Map, drawn as a loop Five stages cycle clockwise (discover, consider, convert, retain, advocate) and advocacy feeds back into discovery. Channels feed the top of the loop: dashed feeds are mostly untracked, solid feeds are mostly tracked. discover consider convert retain advocate tracked untracked
Annotated Demand Map · running live
Interactive Free · Embeddable · No sign-up

Should You Run Ads Yet?

Seven questions. A verdict on whether you should run ads yet, what to fix first if not, and where to start if so.

Companion to The Acquisition Map Open the instrument
The Signal Chain, drawn as a signal map Data flows from the browser through a server container, fanning out to GA4, Meta, and Google Ads. Dashed lines show the direct client-side path. collection transmission attribution Browser Server GA4 Meta Google Ads server-side client-side
Annotated Signal Map · running live
Interactive Free · Embeddable · No sign-up

UTM Builder

Build clean, consistent campaign links, and walk away with a naming convention your whole team can follow.

Companion to The Signal Chain Open the instrument
The Conversion Journey, drawn as a funnel Eleven wireframe blocks narrowing from the landing experience, through the decision and checkout, down to a single confirmation. landing decision checkout confirmation CTA →
Annotated Wireframe · running live
Interactive Free · Embeddable · No sign-up

Conversion Page Architect

Tell it your business and page type. It lays out the page block by block, says what to include, omit, or swap, and why, then hands the brief to your AI.

Companion to The Conversion Journey Open the instrument
The Knowledge Graph, drawn as an entity graph An Organization entity at the centre, wired by @id to its WebSite, WebPage, Person and Service nodes, with sameAs links fanning out to Wikidata and LinkedIn. Wikidata LinkedIn Organization WebSite WebPage Person Service @id sameAs
Annotated Entity Graph · running live
Interactive Free · Embeddable · No sign-up

The Entity Map

Tell it your business. It maps the connected schema your site should have, then shows what you’ve actually got.

Companion to The Knowledge Graph Open the instrument