The Gifting texts say the same thing at different depths: for someone not thinking about presents yet, someone comparing options, someone who knows Pott, and someone ready to order. Stage copy is coverage as much as a test: one ad meets each person where they are. The read tells us where the spend goes and which depth converts.
The stage each primary text is written for. Same ads, same link, same audience.
£150 spent on each version, or 28 days, whichever comes first. Not before.
Whether gifting buyers need warming up or arrive ready, which shapes how much top-of-funnel copy the Christmas gifting ads carry.
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: a proper present | £362 | 137 | 1.08% | 4 | £90.60 | 2.92% | 1.47x |
| Not looking yet: always has a candle lit | £1,182 | 601 | 1.46% | 17 | £69.50 | 2.83% | 1.59x |
| Comparing options | £874 | 465 | 1.40% | 23 | £37.99 | 4.95% | 2.19x |
| Knows the product | £266 | 116 | 1.20% | 4 | £66.39 | 3.45% | 0.97x |
| Ready to order | £441 | 197 | 1.24% | 6 | £73.54 | 3.05% | 1.17x |
| Day | Not looking yet: a proper present spend · clicks · purchases | Not looking yet: always has a candle lit spend · clicks · purchases | Comparing options spend · clicks · purchases | Knows the product spend · clicks · purchases | Ready to order spend · clicks · purchases |
|---|---|---|---|---|---|
| 7 Oct | £57.41 · 18 · 0 | £81.04 · 22 · 2 | £43.97 · 20 · 0 | £29.86 · 5 · 0 | £30.92 · 9 · 0 |
| 8 Oct | £19.46 · 7 · 0 | £61.60 · 37 · 1 | £100 · 68 · 2 | £33.90 · 20 · 0 | £75.40 · 27 · 0 |
| 9 Oct | £26.65 · 9 · 0 | £53.44 · 17 · 0 | £106 · 62 · 1 | £29.44 · 18 · 1 | £37.16 · 13 · 0 |
| 10 Oct | £33.93 · 15 · 1 | £85.74 · 45 · 1 | £75.30 · 35 · 1 | £19.93 · 13 · 1 | £52.27 · 11 · 0 |
| 11 Oct | £55.35 · 28 · 0 | £125 · 71 · 4 | £62.72 · 30 · 2 | £38.72 · 12 · 1 | £19.73 · 11 · 1 |
| 12 Oct | £23.36 · 13 · 1 | £116 · 58 · 1 | £60.43 · 36 · 2 | £22.33 · 6 · 0 | £38.23 · 24 · 1 |
| 13 Oct | £19.87 · 7 · 0 | £82.18 · 47 · 1 | £50.64 · 28 · 2 | £11.61 · 3 · 0 | £36.57 · 31 · 1 |
| 14 Oct | £12.12 · 2 · 0 | £81.75 · 42 · 1 | £51.89 · 23 · 0 | £7.16 · 4 · 0 | £31.29 · 17 · 1 |
| 15 Oct | £8.96 · 4 · 1 | £96.06 · 34 · 1 | £63.78 · 34 · 4 | £10.82 · 5 · 1 | £43.29 · 16 · 1 |
| 16 Oct | £25.84 · 9 · 0 | £103 · 64 · 0 | £108 · 46 · 2 | £16.78 · 8 · 0 | £27.95 · 14 · 0 |
| 17 Oct | £40.59 · 10 · 0 | £146 · 76 · 4 | £71.93 · 38 · 1 | £20.55 · 10 · 0 | £22.41 · 10 · 1 |
| 18 Oct | £38.71 · 15 · 1 | £149 · 87 · 1 | £78.56 · 45 · 6 | £24.16 · 12 · 0 | £25.90 · 14 · 0 |
| 19 Oct | £0.14 · 0 · 0 | £0.83 · 1 · 0 | £0.41 · 0 · 0 | £0.32 · 0 · 0 | £0.14 · 0 · 0 |
The 5 texts run as options inside 14 ads (Ads 1004 to 1017). 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.
A colder text can look weaker on cost per purchase while still doing its job for people who are not ready yet. Read this one on spend share and click-through as much as on purchases.
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.