Same offer line (a complimentary Sheepskin Hot Water Bottle on orders over £150) under five different openings. We think the after-the-box opener, the pattern behind the account's best-ever ad, beats the offer stated plainly.
The opening structure of the primary text only. Runs on the unboxing videos and the gift box images.
£70.00 spent on each version, or 28 days, whichever comes first. Not before.
Which structure to lead with for the November high-ticket window, when the same offer runs on bigger baskets.
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 |
|---|---|---|---|---|---|---|---|
| After the box | £15.43 | 17 | 1.30% | 0 | – | 0.00% | 0.00x |
| Question and bullets | £98.74 | 147 | 1.68% | 2 | £49.37 | 1.36% | 3.22x |
| Real vs faux | £31.56 | 31 | 1.20% | 0 | – | 0.00% | 0.00x |
| Just for you | £29.66 | 43 | 1.75% | 1 | £29.66 | 2.33% | 5.36x |
| Offer stated plainly | £20.76 | 16 | 0.91% | 1 | £20.76 | 6.25% | 7.61x |
| Day | After the box spend · clicks · purchases | Question and bullets spend · clicks · purchases | Real vs faux spend · clicks · purchases | Just for you spend · clicks · purchases | Offer stated plainly spend · clicks · purchases |
|---|---|---|---|---|---|
| 2 Oct | £1.01 · 0 · 0 | £9.24 · 10 · 0 | £7.77 · 9 · 0 | £8.87 · 12 · 0 | £4.12 · 2 · 1 |
| 3 Oct | £0.33 · 1 · 0 | £12.85 · 15 · 0 | £3.53 · 2 · 0 | £5.10 · 7 · 1 | £0.99 · 1 · 0 |
| 4 Oct | £1.04 · 1 · 0 | £20.83 · 31 · 2 | £2.68 · 2 · 0 | £3.14 · 3 · 0 | £2.09 · 2 · 0 |
| 5 Oct | £1.17 · 0 · 0 | £12.35 · 11 · 0 | £1.32 · 0 · 0 | £2.37 · 3 · 0 | £3.19 · 2 · 0 |
| 6 Oct | £0.29 · 0 · 0 | £4.97 · 2 · 0 | £0.67 · 0 · 0 | £2.50 · 2 · 0 | £2.25 · 3 · 0 |
| 7 Oct | £0.21 · 0 · 0 | £2.40 · 4 · 0 | £0.81 · 0 · 0 | £0.54 · 1 · 0 | £2.20 · 1 · 0 |
| 8 Oct | £0.70 · 0 · 0 | £11.37 · 29 · 0 | £0.91 · 1 · 0 | £1.54 · 3 · 0 | £1.23 · 2 · 0 |
| 9 Oct | £1.74 · 2 · 0 | £1.90 · 4 · 0 | £0.83 · 1 · 0 | £0.71 · 0 · 0 | £0.76 · 0 · 0 |
| 10 Oct | £0.80 · 0 · 0 | £1.23 · 2 · 0 | £0.36 · 0 · 0 | £0.29 · 1 · 0 | £0.61 · 1 · 0 |
| 11 Oct | £0.71 · 1 · 0 | £2.22 · 4 · 0 | £1.00 · 2 · 0 | £0.75 · 1 · 0 | £0.96 · 0 · 0 |
| 12 Oct | £0.35 · 0 · 0 | £1.06 · 4 · 0 | £1.12 · 1 · 0 | £0.22 · 1 · 0 | £0.09 · 0 · 0 |
| 13 Oct | £1.09 · 4 · 0 | £1.12 · 3 · 0 | £0.91 · 0 · 0 | £0.20 · 0 · 0 | £0.03 · 0 · 0 |
| 14 Oct | £0.75 · 1 · 0 | £0.64 · 0 · 0 | £0.60 · 1 · 0 | £0.49 · 1 · 0 | £0.04 · 0 · 0 |
| 15 Oct | £1.55 · 1 · 0 | £1.40 · 0 · 0 | £1.67 · 2 · 0 | £0.24 · 0 · 0 | £0.32 · 1 · 0 |
| 16 Oct | £0.63 · 0 · 0 | £1.84 · 1 · 0 | £1.91 · 2 · 0 | £0.97 · 1 · 0 | £0.60 · 0 · 0 |
| 17 Oct | £1.15 · 2 · 0 | £3.89 · 7 · 0 | £2.87 · 2 · 0 | £0.45 · 1 · 0 | £0.22 · 0 · 0 |
| 18 Oct | £1.77 · 4 · 0 | £9.32 · 20 · 0 | £2.59 · 6 · 0 | £1.27 · 6 · 0 | £1.05 · 1 · 0 |
| 19 Oct | £0.14 · 0 · 0 | £0.12 · 0 · 0 | £0.01 · 0 · 0 | £0.01 · 0 · 0 | £0.01 · 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.