Aggregated LP group performance — Period 1 vs Period 2
-15%
Cost per Conversion
$138.87 → $118.65
+51%
Conversion Rate
1.16% → 1.75%
1.5x
Avg ROAS
1.17 → 1.79
3 / 4
Groups Improved
1 regressed (low vol)
Individual asset group performance — Period 1 vs Period 2
Bitcoin Maximalists / lp
Campaign 1 (US)
Jan 1 – Feb 17 (48d)
Clicks1,059
Impr62,785
CTR1.69%
CPC$1.73
Spend$1,836
Conv14.22
CPP$129.09
ROAS1.19
Feb 18 – Mar 3 (14d)
Clicks253
Impr18,678
CTR1.35%
CPC$1.74
Spend$441
Conv4.00
CPP$110.28
ROAS1.59
CPP -15% · ROAS +34% · Conv rate 1.34% → 1.58%
air-gap / privacy / lp
Campaign 1 (US)
Jan 1 – Feb 17 (48d)
Clicks186
Impr22,632
CTR0.82%
CPC$0.82
Spend$152
Conv0
CPPN/A
ROAS0.00
Feb 18 – Mar 3 (14d)
Clicks81
Impr15,422
CTR0.53%
CPC$1.95
Spend$158
Conv2.00
CPP$78.96
ROAS2.38
Went from 0 conversions to 2 · ROAS 0 → 2.38
air-gap / privacy / lp
Campaign 2 (Europe)
Jan 1 – Feb 17 (48d)
Clicks40
Impr12,235
CTR0.33%
CPC$3.01
Spend$121
Conv0.44
CPP$275.59
ROAS1.30
Feb 18 – Mar 3 (14d)
Clicks35
Impr11,943
CTR0.29%
CPC$3.46
Spend$121
Conv1.00
CPP$120.96
ROAS1.91
CPP -56% ($275 → $121) · ROAS +47% · Conv rate 1.10% → 2.86%
Competitor Comparison / lp
Campaign 2 (Europe)
Jan 1 – Feb 17 (48d)
Clicks151
Impr13,116
CTR1.15%
CPC$1.37
Spend$206
Conv2.01
CPP$102.48
ROAS1.64
Feb 18 – Mar 3 (14d)
Clicks30
Impr11,777
CTR0.25%
CPC$3.69
Spend$111
Conv0
CPPN/A
ROAS0.00
Regressed to 0 conv · Only 30 clicks (low volume, inconclusive)
Before vs after charts
Conversion Rate by Group (P1 vs P2)
ROAS by Group (P1 vs P2)
Control group analysis
Was the lift seasonal or caused by landing pages?
If the improvement was seasonal (market conditions, Bitcoin price, etc.), we'd expect all asset groups to improve — not just the ones with landing pages. The 6 non-LP groups that had data in both periods serve as a natural control.
LP Groups (4)
CPP Change-15%
Conv Rate+51%
ROAS+53%
Consistency3/4 improved
vs
Non-LP Groups (6)
CPP Change-12%
Conv Rate+19%
ROAS-10%
ConsistencyMixed
LP groups outperformed across every aggregate metric
Non-LP ROAS actually declined 10% while LP ROAS grew 53%. Conv rate lift was 2.7x stronger in LP groups (+51% vs +19%). The improvement is not seasonal — it's the landing pages.
LP vs Non-LP — Aggregate Change (%)
Non-LP CPP by Group (P1 vs P2)
| Asset Group | Campaign | P1 Conv Rate | P2 Conv Rate | P1 CPP | P2 CPP | P1 ROAS | P2 ROAS | Verdict |
|---|---|---|---|---|---|---|---|---|
| Beginner-Friendly | C1 (US) | 1.08% | 0.74% | $92.93 | $109.39 | 2.68 | 1.42 | Regressed |
| Security Focused | C1 (US) | 0.76% | 0.21% | $118.00 | $94.23 | 1.27 | 1.63 | Mixed |
| Competitor Comp | C1 (US) | 0.15% | 0.47% | $89.96 | $96.84 | 2.06 | 2.65 | Mixed |
| Bitcoin Maximalists | C2 (EU) | 0.93% | 2.81% | $99.84 | $82.30 | 2.58 | 2.44 | Mixed |
| Security Focused | C2 (EU) | 2.50% | 4.13% | $64.55 | $69.94 | 3.48 | 2.72 | Mixed |
| Beginner-Friendly | C2 (EU) | 2.29% | 8.82% | $100.12 | $40.64 | 2.04 | 3.85 | Improved |
Full comparison table
| Asset Group | Campaign | Period | Clicks | Cost | Conv | Conv Rate | CPP | ROAS | Trend |
|---|---|---|---|---|---|---|---|---|---|
| BTC Maxi / lp | C1 (US) | P1 | 1,059 | $1,836 | 14.22 | 1.34% | $129.09 | 1.19 | |
| BTC Maxi / lp | C1 (US) | P2 | 253 | $441 | 4.00 | 1.58% | $110.28 | 1.59 | CPP -15% |
| air-gap / lp | C1 (US) | P1 | 186 | $152 | 0 | 0% | N/A | 0.00 | |
| air-gap / lp | C1 (US) | P2 | 81 | $158 | 2.00 | 2.47% | $78.96 | 2.38 | NEW CONV |
| air-gap / lp | C2 (EU) | P1 | 40 | $121 | 0.44 | 1.10% | $275.59 | 1.30 | |
| air-gap / lp | C2 (EU) | P2 | 35 | $121 | 1.00 | 2.86% | $120.96 | 1.91 | CPP -56% |
| Comp / lp | C2 (EU) | P1 | 151 | $206 | 2.01 | 1.33% | $102.48 | 1.64 | |
| Comp / lp | C2 (EU) | P2 | 30 | $111 | 0 | 0% | N/A | 0.00 | REGRESSED |
Key takeaways
- It's not seasonal — it's the landing pages. Non-LP ROAS declined 10% while LP ROAS grew 53%. If this were a market-wide trend, all groups would have improved equally. They didn't.
- LP groups improved 2.7x more on conv rate — LP groups: +51% conv rate lift. Non-LP groups: only +19%. The landing pages are pre-qualifying intent before visitors hit the product page.
- air-gap / privacy / lp is the standout — went from 0 conversions in C1 to 2, and CPP in C2 fell 56% ($275 → $121). The privacy landing page is clearly resonating.
- Non-LP results were inconsistent — only 1 of 6 non-LP groups clearly improved (C2 Beginner), while 1 regressed and 4 were mixed. LP groups showed more consistent gains (3 of 4 improved).
- Volume caveat — LP groups had only 399 clicks in P2 vs 1,833 for non-LP groups. The trends are encouraging but should be validated at higher spend and longer time horizons.
Landing page lift — across all platforms