Video
Joint winner
Ad 1058
Customer refill, Holly to Fir
Spent on all 7 days · orders averaged £55
- Spend
- £203.64
- Orders
- 8
- Cost per order
- £25.46
- ROAS
- 2.16
- Link CTR
- 1.17%
- 3-second view rate
- 23.3%
How winners are picked
- At least £75 spent and 3 or more orders over the week. Under £75 we treat an ad as unread, as agreed in the round 2 plan.
- Spent on at least 4 of the 7 days, so an ad that ran for a day or two before being paused or moved is not crowned on a short burst.
- Cost per order at or under £43, the November break-even.
- The lowest cost per order in the ad set wins. Any other ad within £5 of it is a joint winner, because a couple of orders either way moves cost per order by more than that.
- "Early signal" marks an ad with 2 or more orders under break-even on £25 to £75 of spend, over at least 4 days. Promising, but too little spend to call.
Reading the numbers
- Orders, revenue and ROAS are what Meta reports, on a 7-day click, 1-day view setting.
- Link CTR is link clicks divided by impressions. The 3-second view rate is 3-second video views divided by impressions, so it only applies to videos.
- Meta decides how to split the budget inside each ad set. An ad it barely funds tells us Meta prefers the others, and says little about the creative itself.
- Click any picture to open Meta's preview of the ad. The Facebook and Instagram links open the ad's own post.
Round 1 tests
Live from 21 October, so these have the full seven days. Test 2 stopped spending on 29 October.
£4,251 spent for 157 orders across four ad sets, £27.07 per order.
Test 1 Fir, which kind of proof sells the "real Christmas tree" promise
What it tests
Ailis's Fir caption promises a candle that smells like a real tree. The question is what makes people believe it: a customer review on a still, a creator demonstrating the Starter Pack, a review shown in a real room, or a customer refilling from Holly to Fir.
What changes between the ads
The image or video only. Every ad carries the same caption (Fir 01, the tree promise), the same headlines and the same link. £300 a day for the ad set.
- Spend
- £1,227
- Orders
- 39
- Cost per order
- £31.45
- ROAS
- 2.40
- Days with spend
- 7 of 7
- Ads that spent
- 4
All four ads in this ad setWinners outlined, then the rest by spend
Video
Joint winner
Joint winner
Ad 1055
Fir: customer review still
Spent on all 7 days · orders averaged £82
- Spend
- £504.05
- Orders
- 18
- Cost per order
- £28.00
- ROAS
- 2.92
- Link CTR
- 1.09%
- 3-second view rate
- still
Video
Ad 1057
Review shown in a room
Spent on all 7 days
- Spend
- £297.36
- Orders
- 8
- Cost per order
- £37.17
- ROAS
- 1.99
- Link CTR
- 1.17%
- 3-second view rate
- 20.8%
Video
Ad 1056
Creator Starter Pack demo
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £221.48
- Orders
- 5
- Cost per order
- £44.30
- ROAS
- 1.96
- Link CTR
- 2.17%
- 3-second view rate
- 33.6%
What we learned
- All the proof types worked to some degree. The Fir review still (1055) had the most orders (18 at £28, ROAS 2.92) and the customer refilling from Holly to Fir (1058) was the cheapest at £25 on 8 orders.
- The review shown in a room (1057) was £37 per order, and the creator Starter Pack demo (1056) was £44 before it stopped spending on 29 Oct.
- Customer proof is what sells Fir, both as a review and as a real customer refilling. More customer refill footage for Fir would be the natural next step.
Test 2 Fir, which message sells it
What it tests
With the same Fir review still, a different reason to buy may land better: the artificial-tree angle, the cosy evening, or a gift for someone who loves Christmas.
What changes between the ads
The caption only. Same Fir review still, same headlines, same link. £225 a day for the ad set.
- Spend
- £305
- Orders
- 11
- Cost per order
- £27.76
- ROAS
- 2.49
- Days with spend
- 3 of 7
- Ads that spent
- 1
No winner this week
The cosy evening caption (1060) sold at £28 an order, under break-even, but it only spent on three days before the ad set stopped, one short of the four-day rule.
The ad in this ad setBy spend
Ad 1060
Cosy evening (Fir 04)
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £305.39
- Orders
- 11
- Cost per order
- £27.76
- ROAS
- 2.49
- Link CTR
- 1.09%
- 3-second view rate
- still
What we learned
- Only the cosy evening caption (1060) spent this week: £305, 11 orders at £28, ROAS 2.49, before the ad set stopped on 29 Oct.
- Meta had already stopped funding the artificial tree and gift captions the week before, which is a result in itself: the cosy evening message is the one it backs.
- It spent on only three days before the set stopped, so it falls short of the four-day rule and is not marked as a winner this week.
Test 3 Starter Pack, which scent should lead
What it tests
The Starter Pack is the main Christmas push. Using the same creator, format and caption (a gift they keep enjoying), the scent shown may decide whether people buy: Holly & Fir, the general Starter Packs, Icicle & Starlight, or Noël.
What changes between the ads
The scent in the creator video only. Same caption, headlines and link. £300 a day for the ad set.
- Spend
- £1,297
- Orders
- 66
- Cost per order
- £19.65
- ROAS
- 3.73
- Days with spend
- 7 of 7
- Ads that spent
- 3
All three ads in this ad setWinner outlined, then the rest by spend
Video
Winner
Ad 1064
Icicle & Starlight
Spent on all 7 days · orders averaged £72
- Spend
- £1,170.90
- Orders
- 57
- Cost per order
- £20.54
- ROAS
- 3.51
- Link CTR
- 2.38%
- 3-second view rate
- 29.5%
Video
Ad 1063
Starter Packs (range)
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £123.98
- Orders
- 8
- Cost per order
- £15.50
- ROAS
- 3.97
- Link CTR
- 2.56%
- 3-second view rate
- 30.2%
Video
Ad 1065
Noël
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £1.96
- Orders
- 1
- Cost per order
- £1.96
- ROAS
- 118.54
- Link CTR
- 1.77%
- 3-second view rate
- 7.1%
What we learned
- The strongest ad set in testing this week: 66 orders at £20 each, ROAS 3.73.
- The Icicle and Starlight Starter Pack video (1064) took 90% of the spend and still held at £21 per order across 57 orders, the most of any testing ad. Its link CTR of 2.4% and 3-second view rate of 30% are among the best in the campaign.
- The range video (1063) was £16 per order on 8 orders before it stopped on 29 Oct, Noël (1065) had £2 and Holly and Fir (1062) had nothing this week. The creator Starter Pack format works, and Icicle and Starlight is the scent to lead with.
Test 4 Icicle, craft vs customer proof vs lifestyle
What it tests
Icicle is the limited edition. With the same caption (wintery, not too Christmassy), what sells it best: a customer review still, the kiln opening behind the scenes, a winter-ritual creator video, or a creator video with a hint of Christmas.
What changes between the ads
The image or video only. Same caption, headlines and link. £300 a day for the ad set.
- Spend
- £1,422
- Orders
- 41
- Cost per order
- £34.68
- ROAS
- 2.24
- Days with spend
- 7 of 7
- Ads that spent
- 4
All four ads in this ad setWinner outlined, then the rest by spend
Video
Winner
Ad 1069
Creator: hint of Christmas
Spent on all 7 days · orders averaged £81
- Spend
- £1,109.48
- Orders
- 29
- Cost per order
- £38.26
- ROAS
- 2.11
- Link CTR
- 1.22%
- 3-second view rate
- 22.5%
Video
Ad 1067
Kiln opening, behind the scenes
Spent on 2 days, 27 Oct to 28 Oct
- Spend
- £185.26
- Orders
- 5
- Cost per order
- £37.05
- ROAS
- 2.05
- Link CTR
- 1.68%
- 3-second view rate
- 38.9%
Ad 1066
Customer review still
Spent on 2 days, 27 Oct to 28 Oct
- Spend
- £79.24
- Orders
- 6
- Cost per order
- £13.21
- ROAS
- 5.35
- Link CTR
- 1.22%
- 3-second view rate
- still
Video
Ad 1068
Creator: winter ritual
Spent on all 7 days
- Spend
- £47.78
- Orders
- 1
- Cost per order
- £47.78
- ROAS
- 0.67
- Link CTR
- 1.66%
- 3-second view rate
- 20.8%
What we learned
- The creator video with a hint of Christmas (1069) carried the set: £1,109 for 29 orders at £38, ROAS 2.11. That is under break-even but only by about £5.
- The review still (1066, £13 per order) and the kiln video (1067, £37) only ran here on 27 and 28 Oct before they were paused in this ad set and copied into the Evergreen Christmas ad set. Their copies there are outside this report.
- The winter ritual video (1068) had £48 across the whole week and 1 order. Meta still passed on it after the two stronger ads left the set on 28 Oct.
Round 2 ad sets
Live from 30 October, so each has four days of data. Read these as early signals.
£1,970 spent for 52 orders across six ad sets, £37.89 per order.
Set 1 Christmas review stills, which line sells
What it tests
Which customer line on a still sells: true to life, not fake, fills the room, limited edition, or the pottery?
What changes between the ads
The review line on the image. Same review-card format and Ad 1000's copy on every ad. Five Fir stills, two Starlight.
- Spend
- £432
- Orders
- 13
- Cost per order
- £33.21
- ROAS
- 2.61
- Days with spend
- 4 of 7
- Ads that spent
- 7
All seven ads in this ad setWinner outlined, then the rest by spend
Winner
Ad 1077
Starlight: "the most beautiful pottery"
Spent on 4 days, 30 Oct to 2 Nov · orders averaged £88
- Spend
- £337.67
- Orders
- 8
- Cost per order
- £42.21
- ROAS
- 2.09
- Link CTR
- 1.37%
- 3-second view rate
- still
Ad 1071 Early signal
Fir: "PSA" review, by the fire
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £34.69
- Orders
- 4
- Cost per order
- £8.67
- ROAS
- 10.19
- Link CTR
- 1.09%
- 3-second view rate
- still
Ad 1072
Fir: "smells exactly like a Christmas tree", kitchen
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £23.45
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 1.17%
- 3-second view rate
- still
Ad 1073
Fir: "best candle", fills the room
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £15.56
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 2.23%
- 3-second view rate
- still
Ad 1074
Fir: limited edition
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £8.36
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 0.64%
- 3-second view rate
- still
Ad 1076
Starlight: scent review ("wintery, not cinnamon")
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £8.08
- Orders
- 1
- Cost per order
- £8.08
- ROAS
- 8.48
- Link CTR
- 1.24%
- 3-second view rate
- still
Ad 1075
Fir: no pine disinfectant, refill in hand
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £3.98
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 0.77%
- 3-second view rate
- still
What we learned
- Meta put £338 of the £432 behind the Starlight pottery still (1077). It brought 8 orders at £42 each, right on November break-even, so it works but has no margin to spare.
- The five Fir stills shared £86 between them, so we have no read yet on which Fir line sells. The "PSA" still by the fire (1071) has 4 orders from £35, the one to watch, though it is far too little spend to call.
- If we want the Fir lines read, they need their own budget. Left together, Meta funds the pottery still first.
Set 2 Noël, which angle makes the scent appealing
What it tests
Does Noël sell on a personal recommendation, the look of the Pott, or the story behind the scent?
What changes between the ads
The video only. Same Noël caption on all three.
- Spend
- £265
- Orders
- 4
- Cost per order
- £66.16
- ROAS
- 1.12
- Days with spend
- 4 of 7
- Ads that spent
- 3
All three ads in this ad setWinner outlined, then the rest by spend
Video
Winner
Ad 1079
Noël: creator recommendation (Holly Pott)
Spent on 4 days, 30 Oct to 2 Nov · orders averaged £74
- Spend
- £167.45
- Orders
- 4
- Cost per order
- £41.86
- ROAS
- 1.78
- Link CTR
- 0.94%
- 3-second view rate
- 16.2%
Video
Ad 1078
Noël: gingham creator demo
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £56.37
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 1.02%
- 3-second view rate
- 18.1%
Video
Ad 1080
Noël: Ailis introduces the scent
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £40.83
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 1.39%
- 3-second view rate
- 18.4%
What we learned
- The creator recommendation with the Holly Pott (1079) took most of the spend and is the only Noël video with orders: 4 at £42 each, ROAS 1.78.
- The gingham creator (1078) and Ailis's introduction (1080) had £56 and £41 with no orders. Both are under the £75 we agreed to treat as unread.
- Noël is costing more per order than Icicle and Starlight did in Test 3 (£66 for the ad set against £21 for 1064). Early days, but the personal recommendation is the angle to keep.
Set 3 Starlight, who tells the "not too Christmassy" story
What it tests
Does the wintery, not too Christmassy idea land better from Ailis, from a creator, or from an unboxing?
What changes between the ads
The video only. Same Icicle caption as Test 4.
- Spend
- £266
- Orders
- 2
- Cost per order
- £132.97
- ROAS
- 0.64
- Days with spend
- 4 of 7
- Ads that spent
- 3
No winner this week
No ad reached three orders under break-even. The creator video (1082) had 2 orders at £98 each.
All three ads in this ad setBy spend
Video
Ad 1082
Starlight: creator, "Hate Christmas candles?"
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £195.46
- Orders
- 2
- Cost per order
- £97.73
- ROAS
- 0.88
- Link CTR
- 0.89%
- 3-second view rate
- 29.6%
Video
Ad 1081
Starlight: Ailis on who it is for
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £57.22
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 1.31%
- 3-second view rate
- 18.4%
Video
Ad 1083
Starlight: unboxing, no voice
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £13.25
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 0.82%
- 3-second view rate
- 14.7%
What we learned
- This is the weakest ad set this week: £266 for 2 orders, ROAS 0.64.
- "Hate Christmas candles?" (1082) stops people: its 3-second view rate of 29.6% is the highest in round 2. Very few then click (link CTR 0.89%, among the lowest in the campaign), and it is at £98 per order.
- Ailis's video (1081, £57) and the unboxing (1083, £13) had no orders and are unread. The same Icicle caption is doing far better on the Test 4 creator video (1069, £38 per order), so the scent and caption can sell. It is these three videos that are struggling.
Set 4 Refilling, which explanation converts
What it tests
Does understanding the refill remove hesitation, and which explanation does it best: a customer question answered, a full walkthrough, or a close-up demo?
What changes between the ads
The video only. Same Starter Pack caption, landing on the Starter Pack page. Speaker differs (two Ailis, one creator).
- Spend
- £334
- Orders
- 11
- Cost per order
- £30.39
- ROAS
- 1.57
- Days with spend
- 4 of 7
- Ads that spent
- 3
All three ads in this ad setWinner outlined, then the rest by spend
Video
Winner
Ad 1086
Refilling: creator close-up refill
Spent on 4 days, 30 Oct to 2 Nov · orders averaged £26
- Spend
- £80.76
- Orders
- 5
- Cost per order
- £16.15
- ROAS
- 1.61
- Link CTR
- 1.44%
- 3-second view rate
- 17.5%
Video
Ad 1084
Refilling: Ailis answers the wax question
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £193.73
- Orders
- 4
- Cost per order
- £48.43
- ROAS
- 1.38
- Link CTR
- 1.52%
- 3-second view rate
- 20.5%
Video
Ad 1085 Early signal
Refilling: Ailis full walkthrough
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £59.76
- Orders
- 2
- Cost per order
- £29.88
- ROAS
- 2.12
- Link CTR
- 1.83%
- 3-second view rate
- 11.4%
What we learned
- The creator close-up refill (1086) had the cheapest orders in the set, 5 at £16 each. Its orders averaged £26, though, so its ROAS is only 1.61. Cheap orders at a low basket value need checking before we call it.
- Ailis answering the wax question (1084) took most of the budget at £48 per order, above break-even. Her full walkthrough (1085) has 2 orders at £30 from £60, still unread.
- On the plan's second measure, add to basket per landing page view, 1084 (21%) and 1085 (20%) are ahead of 1086 (17%). Ailis's explanations seem to settle people once they reach the page. The wax question video is costing more to get them there.
Set 5 PR, which press line sells
What it tests
Which press line on a product photo sells: The Telegraph on character, or Ideal Home on owning one and on how well it is made?
What changes between the ads
The press quote on the image. Same caption, landing on the Starter Pack page. The with and without masthead comparison was dropped (no-masthead files not supplied).
- Spend
- £354
- Orders
- 12
- Cost per order
- £29.51
- ROAS
- 2.44
- Days with spend
- 4 of 7
- Ads that spent
- 3
All three ads in this ad setWinner outlined, then the rest by spend
Winner
Ad 1088
PR: Ideal Home, "I own a Pott Candle myself"
Spent on 4 days, 30 Oct to 2 Nov · orders averaged £74
- Spend
- £160.91
- Orders
- 9
- Cost per order
- £17.88
- ROAS
- 4.15
- Link CTR
- 1.04%
- 3-second view rate
- still
Ad 1087
PR: The Telegraph
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £128.70
- Orders
- 2
- Cost per order
- £64.35
- ROAS
- 0.99
- Link CTR
- 1.54%
- 3-second view rate
- still
Ad 1089
PR: Ideal Home, "well made"
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £64.54
- Orders
- 1
- Cost per order
- £64.54
- ROAS
- 1.06
- Link CTR
- 1.50%
- 3-second view rate
- still
What we learned
- Ideal Home's "I own a Pott Candle myself" (1088) is the clear lead: 9 orders at £18 each, ROAS 4.15, with orders averaging £74.
- The Telegraph still (1087) and Ideal Home's "well made" line (1089) each came in around £64 per order on 1 or 2 orders.
- Interesting that 1088 had the lowest click-through rate of the three (1.04%) and still sold best. A journalist saying they own one personally seems to carry the most weight.
Set 6 Ailis to camera, which topic earns more creative
What it tests
With Ailis on camera every time, which subject sells: sizes, the MatchPott, the founder story, or the Telegraph piece?
What changes between the ads
The topic only. Same speaker, format and caption. This set writes the next shoot list.
- Spend
- £319
- Orders
- 10
- Cost per order
- £31.93
- ROAS
- 2.70
- Days with spend
- 4 of 7
- Ads that spent
- 4
All four ads in this ad setWinner outlined, then the rest by spend
Video
Winner
Ad 1092
Ailis at the market stall
Spent on 4 days, 30 Oct to 2 Nov · orders averaged £89
- Spend
- £295.50
- Orders
- 9
- Cost per order
- £32.83
- ROAS
- 2.72
- Link CTR
- 1.48%
- 3-second view rate
- 26.3%
Video
Ad 1090
Ailis: the three sizes
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £20.63
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- 1.71%
- 3-second view rate
- 15.6%
Video
Ad 1091
Ailis: the MatchPott striker
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £1.60
- Orders
- 1
- Cost per order
- £1.60
- ROAS
- 37.19
- Link CTR
- 1.83%
- 3-second view rate
- 2.8%
Video
Ad 1093
Ailis on the Telegraph piece
Spent on 4 days, 30 Oct to 2 Nov
- Spend
- £1.55
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- n/a
- 3-second view rate
- 9.1%
What we learned
- Meta gave Ailis at the market stall (1092) £296 of the £319, and it earned it: 9 orders at £33, ROAS 2.72, the highest order value of any winner (£89).
- Of the round 2 ads with real spend, it also had the best add to basket rate (30% of landing page views). The sizes, MatchPott and Telegraph videos had between £2 and £21 each, so Meta chose against them before they could be read.
- For the next shoot list: more of Ailis in a real setting, talking about the business, looks like the best use of her time on camera.
Fir A/B test campaigns
Two separate test campaigns from 17 October, one for stills and one for videos. The stills campaign stopped spending on 29 October.
£600 spent for 12 orders across two ad sets, £50.03 per order.
Fir statics Which way of saying "smells like a real Christmas tree" sells best in a still image
What it tests
Ad 1000 is the top-spending ad on the account, and Ailis thinks the realistic Christmas-tree scent is what makes it work. Four new images each say that in a different way: a short review, the winning quote on a new Grand photo, a true-to-life review on an informal photo, and a not-fake review on a lifestyle photo.
What changes between the ads
The image and the review wording on it. Copy, link, audience, placements and budget are identical. Each version gets its own £50 a day so Meta cannot pick a favourite early.
- Spend
- £227
- Orders
- 5
- Cost per order
- £45.40
- ROAS
- 1.23
- Days with spend
- 3 of 7
- Ads that spent
- 4
No winner this week
The set came in at £45 an order across its three days, above the £43 break-even, and no single ad had three orders.
All four ads in this ad setBy spend
Ad 1029
True-to-life review, informal photo
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £108.54
- Orders
- 1
- Cost per order
- £108.54
- ROAS
- 0.71
- Link CTR
- 0.94%
- 3-second view rate
- still
Ad 1030
Not-fake review, lifestyle photo
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £89.30
- Orders
- 1
- Cost per order
- £89.30
- ROAS
- 1.02
- Link CTR
- 1.49%
- 3-second view rate
- still
Ad 1027
Short review, Starter Pack
Spent on 3 days, 27 Oct to 29 Oct
- Spend
- £28.28
- Orders
- 1
- Cost per order
- £28.28
- ROAS
- 1.13
- Link CTR
- 0.48%
- 3-second view rate
- still
Ad 1028
Winning quote, new Grand image
Spent on 1 day, 27 Oct
- Spend
- £0.88
- Orders
- 2
- Cost per order
- £0.44
- ROAS
- 89.20
- Link CTR
- 2.27%
- 3-second view rate
- still
What we learned
- This campaign ran until 29 Oct: £227 for 5 orders at £45, so no winner this week.
- Its answer came in the week before (see the testing page). This week adds nothing that changes it.
Fir videos Which video angle sells the Christmas tree scent
What it tests
Same question as the still-image test, asked in video. Three angles: Ailis telling the founder story, a scent-led product video, and a Starter Pack demo that opens with "Warning: smells like a real Christmas tree".
What changes between the ads
The video only. Copy, link, audience, placements and budget are identical, with £50 a day per version.
- Spend
- £373
- Orders
- 7
- Cost per order
- £53.34
- ROAS
- 1.68
- Days with spend
- 7 of 7
- Ads that spent
- 3
No winner this week
The pine disinfectant video (1033) had 7 orders at £53 each, above the £43 break-even.
All three ads in this ad setBy spend
Video
Ad 1033
Pine disinfectant opener, Starter Pack demo (32s)
Spent on all 7 days
- Spend
- £372.40
- Orders
- 7
- Cost per order
- £53.20
- ROAS
- 1.68
- Link CTR
- 1.80%
- 3-second view rate
- 28.2%
Video
Ad 1031
Founder story (44s)
Spent on 1 day, 27 Oct
- Spend
- £0.95
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- n/a
- 3-second view rate
- 42.9%
Video
Ad 1032
Scent-led product video (24s)
Spent on 1 day, 27 Oct
- Spend
- £0.02
- Orders
- 0
- Cost per order
- no orders
- ROAS
- 0.00
- Link CTR
- n/a
- 3-second view rate
- 50.0%
What we learned
- Only the pine disinfectant video (1033) spent: £372 for 7 orders at £53 each, ROAS 1.68, above the £43 break-even.
- Its 3-second view rate is healthy (28%) and click-through is good (1.8%), but the orders are coming in too expensive this week.
The overall takeaway
Real people are what sell Pott this week. Customer reviews, a customer refilling their Pott, a journalist who owns one, a creator recommending the Holly Pott and Ailis at her market stall all came out on top in their ad sets.
The creator Starter Pack video for Icicle and Starlight (1064) is still the strongest testing ad, with 57 orders at £21 each over the full week. Icicle and Starlight is the scent to lead with.
Round 2 has only four days behind it. In most sets Meta put nearly all of the budget on one ad, so the others are still unread. The Fir review lines in Set 1 will need their own budget if we want an answer on them.
Starlight's "not too Christmassy" set is the one to watch. The Icicle caption it uses is selling well on the Test 4 creator video, so the three Starlight videos themselves look like the issue.
Ailis on camera works best in a real setting, talking about the business. That is worth carrying into the next shoot list.
Gaps in this update
- The testing page linked in the emails (pott-tests.pages.dev) was last updated on 24 October. It covers round 1 and the Fir tests but not the six round 2 ad sets, so what those sets are testing is taken from the round 2 plan page.
- Orders and ROAS are Meta's own figures and have not been checked against Shopify or Triple Whale. An ad can also pick up an order after it stops spending.
- Some ads stopped part-way through the week, so their seven-day totals cover fewer days. Each ad shows the days it spent.
- The review still (1066) and kiln video (1067) from Test 4, the Fir winners and Ad 1064 also have copies running in the main Evergreen and Gifting campaigns. Those copies are not in this update.
- If a Facebook or Instagram post link does not open, the ad preview link shows the same ad.