The Christmas texts share one message (the new Christmas Potts are here) written five ways. Ailis's review-led copy has been the strongest in the account, so we expect the testimonial opener to lead, with the question-and-list structure as the challenger.
The opening structure of the primary text only. The texts run as options across every ad in the Christmas ad set.
£150 spent on each version, or 28 days, whichever comes first. Not before.
Which structure the next Christmas copy round should lead with, and which to drop.
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 |
|---|---|---|---|---|---|---|---|
| Announcement | £1,637 | 889 | 1.18% | 28 | £58.47 | 3.15% | 1.44x |
| Testimonial first | £7,932 | 5,820 | 1.33% | 178 | £44.56 | 3.06% | 1.89x |
| Question and list | £951 | 520 | 1.33% | 18 | £52.84 | 3.46% | 1.85x |
| Set-up and twist | £2,003 | 1,076 | 1.37% | 49 | £40.88 | 4.55% | 2.13x |
| Short copy | £1,177 | 828 | 1.69% | 26 | £45.25 | 3.14% | 1.74x |
| Day | Announcement spend · clicks · purchases | Testimonial first spend · clicks · purchases | Question and list spend · clicks · purchases | Set-up and twist spend · clicks · purchases | Short copy spend · clicks · purchases |
|---|---|---|---|---|---|
| 7 Oct | £133 · 80 · 1 | £273 · 191 · 4 | £293 · 186 · 4 | £123 · 84 · 2 | £93.69 · 70 · 1 |
| 8 Oct | £89.99 · 61 · 3 | £560 · 492 · 7 | £44.41 · 30 · 1 | £167 · 95 · 2 | £170 · 154 · 2 |
| 9 Oct | £161 · 93 · 4 | £493 · 456 · 8 | £64.25 · 36 · 2 | £174 · 113 · 6 | £50.56 · 42 · 1 |
| 10 Oct | £65.44 · 37 · 2 | £521 · 396 · 11 | £44.65 · 17 · 0 | £234 · 115 · 7 | £79.88 · 60 · 4 |
| 11 Oct | £76.75 · 41 · 2 | £720 · 547 · 19 | £56.55 · 29 · 2 | £251 · 123 · 9 | £136 · 82 · 3 |
| 12 Oct | £121 · 62 · 3 | £755 · 536 · 23 | £40.76 · 31 · 0 | £254 · 126 · 6 | £111 · 80 · 3 |
| 13 Oct | £64.68 · 37 · 0 | £559 · 388 · 11 | £22.13 · 12 · 0 | £133 · 61 · 5 | £74.56 · 46 · 2 |
| 14 Oct | £87.69 · 42 · 1 | £688 · 455 · 17 | £45.91 · 12 · 1 | £118 · 65 · 1 | £67.94 · 33 · 0 |
| 15 Oct | £107 · 54 · 3 | £796 · 556 · 16 | £49.76 · 24 · 0 | £145 · 78 · 1 | £73.14 · 40 · 3 |
| 16 Oct | £123 · 49 · 2 | £775 · 523 · 14 | £58.23 · 28 · 2 | £184 · 91 · 4 | £101 · 63 · 3 |
| 17 Oct | £273 · 140 · 6 | £825 · 605 · 24 | £93.07 · 44 · 2 | £96.92 · 51 · 4 | £105 · 71 · 1 |
| 18 Oct | £329 · 192 · 1 | £956 · 667 · 24 | £137 · 69 · 4 | £121 · 74 · 2 | £113 · 87 · 3 |
| 19 Oct | £4.94 · 1 · 0 | £10.60 · 8 · 0 | £2.31 · 2 · 0 | £1.56 · 0 · 0 | £1.78 · 0 · 0 |
The 5 texts run as options inside 39 ads (Ads 967 to 1035). 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.