Beginner Persona — Purchase Leader
The Beginner persona drives more purchases than any other audience across both Meta and Google Ads.
Purchase Share by Persona (Meta, 30 days)
| Persona | Purchases | Share | vs Beginner | Top-of-Funnel (ATCs) |
|---|---|---|---|---|
| Beginner | 40 | 30% | — | 770 |
| Security | 35 | 26% | −14% | 477 |
| BTC Maxi | 25 | 19% | −38% | 733 |
| Privacy | 18 | 13% | −55% | 381 |
| CompSwitch | 17 | 13% | −58% | 359 |
Beginner dominates top-of-funnel
770 add-to-carts — 61% more than the next closest persona (BTC Maxi at 733). Beginner also leads in checkouts (488) and CTR (4.42%), making it the strongest full-funnel performer by volume.
Consistent across platforms
On Google Ads, Beginner leads with 36% of recent conversions (12 of 33) and the highest cumulative ROAS (2.68×). The pattern holds on both Meta and Google — Beginner is the top purchase driver regardless of channel.
Beginner drives nearly 1 in 3 purchases across Meta. Combined with the highest CTR (4.42%) and most add-to-carts (770), it’s the clear volume leader — producing 2.4× more purchases than the lowest persona and 14% more than the #2 (Security).
Meta Ads — Cost per Purchase by Persona
Feb 3 – Mar 4, 2026 (30 days). Two campaigns running: one to the Blockstream store, one to persona-specific landing pages.
Beginner leads on volume (40 purchases) but Privacy leads on efficiency ($74 CPP). All five personas are now generating purchases, and blended CPP dropped to $102.
1
Beginner Most Purchases
40 purchases | $3,854 spend | 770 ATCs | 488 checkouts
$96
2
Security Scale
35 purchases | $3,953 spend | 477 ATCs | 352 checkouts
$113
3
BTC Maxi Scale
25 purchases | $2,347 spend | 733 ATCs | 358 checkouts
$94
4
Privacy Best CPP
18 purchases | $1,335 spend | 381 ATCs | 257 checkouts
$74
5
CompSwitch Iterate
17 purchases | $2,306 spend | 359 ATCs | 239 checkouts
$136
Full Funnel — Where Each Persona Leaks
Meta Ads, Feb 3 – Mar 4 (30 days). Both campaigns combined. Conversion rates between funnel stages.
Funnel Metrics by Persona
| Persona | Spend | LPV | ATCs | Checkouts | Purchases | CPP | ATC → Purchase |
|---|---|---|---|---|---|---|---|
| Beginner | $3,854 | 56,922 | 770 | 488 | 40 | $96 | 5.2% |
| Security | $3,953 | 35,628 | 477 | 352 | 35 | $113 | 7.3% |
| BTC Maxi | $2,347 | 31,865 | 733 | 358 | 25 | $94 | 3.4% |
| Privacy | $1,335 | 12,798 | 381 | 257 | 18 | $74 | 4.7% |
| CompSwitch | $2,306 | 17,589 | 359 | 239 | 17 | $136 | 4.7% |
Security: Best ATC-to-Purchase Rate
7.3% of add-to-carts convert to purchase — more than 2x the BTC Maxi rate. Security buyers research, add to cart deliberately, and follow through.
Privacy: Lowest CPP at $74
The biggest surprise. Privacy was the worst performer in earlier snapshots ($281 CPP). Over 30 days it delivered 18 purchases at $74 CPP — the cheapest of any persona.
The persona lander effect: Lander campaigns launched Feb 13 (19 days of data vs 30 for store). During overlapping days, landers outperformed store pages. Security's lander drove 21 of its 35 purchases. CompSwitch lander achieved $102 CPP vs $154 on store.
Google Ads — Performance Max by Persona
PMax campaigns with persona-based asset groups. All figures in CAD.
| Persona | Conversions | Revenue | Cost | ROAS | Cost/Conv |
|---|---|---|---|---|---|
| Beginner | 13.81 | $3,437 | $1,284 | 2.68x | $93 |
| CompSwitch | 10.61 | $1,967 | $954 | 2.06x | $90 |
| BTC Maxi | 14.22 | $2,190 | $1,836 | 1.19x | $129 |
| Security | 5.24 | $786 | $619 | 1.27x | $118 |
| Privacy | 0 | $0 | $152 | 0.00x | N/A |
| Persona | Conversions | Revenue | Cost | ROAS | Cost/Conv |
|---|---|---|---|---|---|
| Beginner | 12 | $1,869 | $900 | 2.08x | $75 |
| Security | 7 | $1,257 | $538 | 2.34x | $77 |
| BTC Maxi | 9 | $1,705 | $853 | 2.00x | $95 |
| Privacy | 3 | $607 | $279 | 2.18x | $93 |
| CompSwitch | 2 | $512 | $304 | 1.68x | $152 |
Google tells the same story as Meta: Beginner leads in ROAS and cost efficiency. CompSwitch flipped from #2 (2.06x ROAS) to last. Security is rising on both platforms.
CTR vs Cost per Purchase — The Disconnect
High click-through rate does not predict low cost per purchase. The persona that clicks most is not the persona that buys most efficiently.
CTR Rank vs CPP Rank (Meta, 30 days)
| Persona | CTR Rank | CTR | CPP Rank | Meta CPP | Purchases |
|---|---|---|---|---|---|
| Beginner | #1 | 4.42% | #3 | $96 | 40 |
| BTC Maxi | #2 | 4.17% | #2 | $94 | 25 |
| Security | #3 | 3.32% | #4 | $113 | 35 |
| Privacy | #4 | 3.02% | #1 ▲ | $74 | 18 |
| CompSwitch | #5 | 1.77% | #5 | $136 | 17 |
Beginner: Highest CTR and most purchases
Leads on both clicks (4.42% CTR) and volume (40 purchases). Not the cheapest per purchase, but the highest-volume converter.
Privacy: #4 in clicks, #1 in CPP
Below-average CTR but the lowest cost per purchase at $74. Privacy buyers click less frequently, but when they do, they're serious.
What this means for messaging
Budget allocation signal
BeginnerTop volume — 40 purchases at $96 CPP with the highest CTR (4.42%). Scale first.
SecurityReliable second pillar — 35 purchases, highest ATC-to-purchase rate (7.3%). Scale steadily.
BTC MaxiStrong improvement — 25 purchases at $94 CPP, up from 3 in the first week. Continue optimizing.
PrivacyBest CPP surprise — $74 per purchase, lowest of any persona. Test scaling to see if CPP holds.
CompSwitchMost improved but still highest CPP ($136). Down from $441 in week 1. Test empowerment angles.
Messaging that drives purchases
+"Easy" and "simple" — Beginner's framing drives highest volume (40 purchases)
+"Verify" and "open-source" — Security's proof-based trust converts at 7.3% ATC rate
+Privacy messaging quietly delivers best CPP ($74) — smallest audience, highest efficiency
+Persona landers outperform store pages when compared on matching days
Messaging that clicks but doesn't convert
–CompSwitch: negative "burned" messaging still yields highest CPP ($136)
–BTC Maxi: ATC-to-purchase rate (3.4%) still lowest — funnel leak at checkout
–CompSwitch CTR (1.77%) far below all other personas
–Store-only campaigns ran 11 extra days — raw totals overweight store
Bottom line: All five personas improved dramatically over 30 days. Privacy emerged as the CPP leader ($74), Beginner leads on volume (40 purchases), and Security converts the most efficiently from cart (7.3%). Scale Beginner and Security first, then test Privacy at higher spend.