Account overview
$3,495
TOTAL SPEND
2 campaigns
1.54M
IMPRESSIONS
$2.27 CPM
45,881
LANDING PAGE VIEWS
84K link clicks
21
PURCHASES
548 ATC → 336 IC
$166
COST PER PURCHASE
account average
5.28%
AVG CTR
blended across campaigns
Campaign head-to-head
Testing
Prospecting — Testing
Spend$1,744
Impressions811,761
CTR4.86%
LPV22,294
Purchases7
CPP$249.13
Higher CPP · Lower conversion efficiency
Persona Landers
Prospecting — Persona Landers
Spend$1,751
Impressions726,182
CTR5.73%
LPV23,587
Purchases14
CPP$125.09
2x purchases · 50% lower CPP
Persona landers vs testing — relative performance
2x
MORE PURCHASES
14 vs 7 at equal spend
-50%
COST PER PURCHASE
$125 vs $249
4.1x
ATC→PURCHASE RATE
7.8% vs 1.9%
3x
IC→PURCHASE RATE
10.4% vs 3.5%
1.18x
HIGHER CTR
5.73% vs 4.86%
Test architecture
5 Personas × 4 Creatives × Unique Landing Pages
Every persona gets their own landing page tailored to their mindset, then routes to the product page. Each persona is tested with 4 creative variants.
20
TOTAL ADS
5
LANDING PAGES
4
CREATIVES
Meta Ad
4 variants
×5 personas
Persona
Landing Page
Landing Page
unique per persona
pre-qualified
Product Page
store.blockstream.com
intent ↑
Purchase
$149 / $169
Hold
Freeze
Night
Control
Beginner
Hold-Beginner
1 purch
$93.08
Freeze-Beginner
5 purch
$537.53
Night-Beginner
2 purch
$253.31
Control-Beginner
0
$93.09
BTC Maxi
Hold-BTCMaxi
0
$3.88
Freeze-BTCMaxi
0
$2.90
Night-BTCMaxi
2 purch
$226.45
Control-BTCMaxi
1 purch
$257.55
Security
Hold-Security
5 purch
$829.03
Freeze-Security
2 purch
$107.63
Night-Security
0
$122.06
Control-Security
1 purch
$247.27
Privacy
Hold-Privacy
0
$2.41
Freeze-Privacy
0
$114.37
Night-Privacy
1 purch
$160.29
Control-Privacy
0
$3.73
CompSwitch
Hold-CompSwitch
1 purch
$163.25
Freeze-CompSwitch
0
$135.12
Night-CompSwitch
0
$133.75
Control-CompSwitch
0
$8.50
The longer funnel paradox
ADDING A LANDING PAGE REDUCED ADD-TO-CARTS BUT DOUBLED PURCHASES
Conventional wisdom says shorten the funnel. But pre-qualifying visitors with a persona landing page
before the product page filtered out low-intent traffic — fewer ATCs, but the ones who added were 4x more likely to buy.
Conversion funnel
LPV
—
Add to Cart
1.19% of LPV
Init Checkout
61.3% of ATC
Purchase
6.25% of IC
Ad set spend & efficiency
SPEND BY AD SET
CPP BY AD SET (PURCHASERS ONLY)
Ad set breakdown
| Campaign | Ad Set | Spend | Impr | CTR | LPV | ATC | IC | Purch | CPP |
|---|---|---|---|---|---|---|---|---|---|
| Persona | Beginner BEST CPP | $458.83 | 233,178 | 8.32% | 10,908 | 90 | 58 | 5 | $91.77 |
| Persona | Privacy | $10.08 | 2,601 | 3.19% | 44 | 0 | 0 | 1 | $10.08 |
| Persona | Security | $1,257.72 | 477,457 | 4.44% | 12,129 | 86 | 76 | 8 | $157.22 |
| Testing | Beginner | $518.18 | 220,263 | 5.84% | 8,064 | 124 | 70 | 3 | $172.73 |
| Testing | BTC Maxi | $480.33 | 231,348 | 5.89% | 7,411 | 143 | 67 | 3 | $160.11 |
| Testing | CompSwitch | $426.43 | 228,905 | 2.54% | 3,058 | 45 | 31 | 1 | $426.43 |
| Testing | Security | $48.27 | 27,442 | 6.40% | 888 | 16 | 2 | 0 | N/A |
| Testing | Privacy | $270.72 | 103,803 | 5.16% | 2,873 | 40 | 31 | 0 | N/A |
| Persona | BTC Maxi | $10.45 | 5,592 | 8.24% | 258 | 1 | 0 | 0 | N/A |
| Persona | CompSwitch | $14.19 | 7,354 | 6.20% | 248 | 3 | 1 | 0 | N/A |
Top & bottom performers (ad level)
WINNERS — BEST CPP
Night-Privacy
1 purchase · $6.13 spend
$6.13
Freeze-Security
2 purchases · $97.85 spend
$48.92
Freeze-Beginner-Setup
5 purchases · $352.24 spend
$70.45
Night-Beginner-Setup
2 purchases · $156.23 spend
$78.11
Hold-Beginner-Setup
1 purchase · $89.17 spend
$89.17
WATCH LIST — HIGH SPEND, 0 PURCHASES
Freeze-Beginner-Setup
Testing · 78.6K impr
$185.29
Night-Privacy
Testing · 59.3K impr
$154.16
Night-CompSwitch
Testing · 53.7K impr
$133.26
Freeze-CompSwitch
Testing · 61.2K impr
$131.56
Night-Security
Persona · 73.5K impr
$118.70
Freeze-Privacy
Testing · 43.9K impr
$114.29
Creative variant analysis
SPEND, PURCHASES & CPP BY CREATIVE VARIANT
Meta platform recommendations
Advantage+ Catalog Ads
Create a campaign to deliver personalized ads to new and existing shoppers based on their behaviors, interests, and intent.
Lower cost per action
Maximize Conversions Goal
Select the Maximize number of conversions performance goal to help drive new customers and lower your cost per result.
Est. 17% lower CPR
Value Optimization — Purchase Event
Use the Maximize value of conversions performance goal with Purchase event to reach people more likely to generate higher value.
Est. 7% higher ROAS
Value Optimization — Duplicate Ad Sets
Duplicate your ad sets to use the Maximize value of conversions performance goal to improve ROAS.
Est. 7% higher ROAS
Auto Music for Ads
Let Meta automatically select and add music to your ad at no cost, based on its content.
Higher clickthrough rate