Joey's voiceover explains the product for everyone, so the copy varies by depth instead: evenings drawing in (not looking yet), what the cover is made of (comparing), the product in detail (knows it), and the offer. The read tells us where the spend goes and which depth converts.
The stage each primary text is written for. Runs on the Joey videos and the hot-water-bottle-at-home images.
£70.00 spent on each version, or 28 days, whichever comes first. Not before.
Whether the hot water bottle buyer needs the scene set first or arrives knowing what sheepskin is.
Each day's line is the whole test so far, so it settles as the numbers grow
Shows whether every version is getting its share
The count behind the cost per purchase
The earliest signal: does the ad earn the click
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Not looking yet: evenings draw in | £23.98 | 20 | 0.95% | 1 | £23.98 | 5.00% | 8.22x |
| Not looking yet: quieter moments | £15.43 | 19 | 1.66% | 0 | – | 0.00% | 0.00x |
| Comparing options | £23.17 | 40 | 2.34% | 0 | – | 0.00% | 0.00x |
| Knows the product | £7.54 | 6 | 0.81% | 0 | – | 0.00% | 0.00x |
| Offer stated plainly | £6.97 | 11 | 1.88% | 0 | – | 0.00% | 0.00x |
| Day | Not looking yet: evenings draw in spend · clicks · purchases | Not looking yet: quieter moments spend · clicks · purchases | Comparing options spend · clicks · purchases | Knows the product spend · clicks · purchases | Offer stated plainly spend · clicks · purchases |
|---|---|---|---|---|---|
| 2 Oct | £3.24 · 3 · 0 | £1.64 · 5 · 0 | £1.08 · 1 · 0 | £0.51 · 0 · 0 | £0.75 · 1 · 0 |
| 3 Oct | £0.92 · 0 · 0 | £1.62 · 3 · 0 | £0.49 · 0 · 0 | £0.39 · 0 · 0 | £0.46 · 1 · 0 |
| 4 Oct | £0.75 · 0 · 0 | £1.31 · 0 · 0 | £0.93 · 0 · 0 | £0.38 · 0 · 0 | £0.95 · 2 · 0 |
| 5 Oct | £0.58 · 1 · 0 | £1.25 · 2 · 0 | £0.61 · 1 · 0 | £0.15 · 0 · 0 | £0.59 · 2 · 0 |
| 6 Oct | £0.89 · 1 · 0 | £0.79 · 1 · 0 | £0.54 · 1 · 0 | £0.10 · 0 · 0 | £0.69 · 1 · 0 |
| 7 Oct | £0.70 · 1 · 0 | £0.63 · 0 · 0 | £0.93 · 0 · 0 | £0.12 · 0 · 0 | £0.74 · 3 · 0 |
| 8 Oct | £1.00 · 0 · 0 | £0.50 · 1 · 0 | £5.21 · 19 · 0 | £0.12 · 0 · 0 | £0.18 · 0 · 0 |
| 9 Oct | £1.23 · 0 · 0 | £0.78 · 1 · 0 | £0.87 · 1 · 0 | £0.35 · 0 · 0 | £0.16 · 0 · 0 |
| 10 Oct | £1.36 · 3 · 0 | £0.81 · 0 · 0 | £2.22 · 3 · 0 | £0.22 · 0 · 0 | £0.17 · 0 · 0 |
| 11 Oct | £6.63 · 8 · 0 | £2.15 · 4 · 0 | £3.33 · 5 · 0 | £0.49 · 2 · 0 | £0.31 · 0 · 0 |
| 12 Oct | £2.21 · 0 · 0 | £0.83 · 1 · 0 | £1.84 · 4 · 0 | £1.00 · 1 · 0 | £0.50 · 0 · 0 |
| 13 Oct | £0.31 · 0 · 0 | £0.50 · 0 · 0 | £1.21 · 3 · 0 | £1.90 · 1 · 0 | £0.13 · 0 · 0 |
| 14 Oct | £0.24 · 1 · 0 | £0.25 · 0 · 0 | £0.37 · 0 · 0 | £0.64 · 0 · 0 | £0.04 · 0 · 0 |
| 15 Oct | £0.74 · 1 · 1 | £0.18 · 0 · 0 | £0.10 · 0 · 0 | £0.20 · 0 · 0 | £0.28 · 0 · 0 |
| 16 Oct | £0.34 · 1 · 0 | £0.04 · 0 · 0 | £0.11 · 0 · 0 | £0.13 · 0 · 0 | £0.18 · 0 · 0 |
| 17 Oct | £0.87 · 0 · 0 | £0.54 · 1 · 0 | £1.26 · 1 · 0 | £0.31 · 0 · 0 | £0.58 · 1 · 0 |
| 18 Oct | £1.97 · 0 · 0 | £1.61 · 0 · 0 | £2.06 · 1 · 0 | £0.53 · 2 · 0 | £0.26 · 0 · 0 |
| 19 Oct | £0 · 0 · 0 | £0 · 0 · 0 | £0.01 · 0 · 0 | £0 · 0 · 0 | £0 · 0 · 0 |
The 5 texts run as options inside 6 ads. Meta chooses which text each person sees, so the texts never get equal spend, and Reels and Stories show no primary text at all, so text spend adds up to less than the ads' total. Per-text results are a steer, not a verdict: a colder text can look weaker while still doing its job for people who are not ready yet.
Spend, clicks and purchases are as reported by Meta for the ads in each test, from the test's start date to today, which is partial. Where versions share an ad set, Meta decides how much each one spends, so compare cost per purchase and purchases per click rather than totals. A test is only called once its rule is met; stopping early on a good week is how false winners get made.