Week 1 (Mar 16–22) vs Week 2 (Mar 23–29) — Journey Campaign
| Metric | W1 Mar 16–22 | W2 Mar 23–29 | % Change |
|---|---|---|---|
| Amount Spent | $1,293.36 | $720.21 | −44.3% |
| Impressions | 48,909 | 23,331 | −52.3% |
| Reach | 30,628 | 14,739 | −51.9% |
| Frequency | 1.60x | 1.58x | −0.9% |
| CTR (All) | 9.86% | 11.04% | +12.0% |
| CPC (All) | $0.27 | $0.28 | +4.2% |
| CPM | $26.44 | $30.87 | +16.7% |
| Link Clicks | 1,038 | 482 | −53.6% |
| Landing Page Views | 890 | 381 | −57.2% |
| Initiate Checkout | 41 | 15 | −63.4% |
| Video Views | 19,565 | 9,023 | −53.9% |
Week 1 (Mar 16–22) vs Week 2 (Mar 23–29) — Sales, Revenue & Efficiency
| KPI | Week 1 (Mar 16–22) | Week 2 (Mar 23–29) | % Diff | Status |
|---|---|---|---|---|
| Total Sales | — | 9 | — | No W1 Data |
| Revenue | — | $1,023 | — | No W1 Data |
| Amount Spent | $1,293.36 | $720.21 | −44.3% | Decreased |
| ROAS (Hyros) | — | 1.42x | — | No W1 Data |
| Cost Per Sale | — | $80.02 | — | No W1 Data |
| Avg Order Value | — | $113.67 | — | No W1 Data |
| Landing Page Views | 890 | 381 | −57.2% | Decreased |
| Initiate Checkout | 41 | 15 | −63.4% | Decreased |
| IC → Sale CVR | ~34% | 60.0% | +76.5% | Increased |
| CTR (All) | 9.86% | 11.04% | +12.0% | Increased |
| Link CTR | 2.12% | 2.07% | −2.7% | Decreased |
| CPM | $26.44 | $30.87 | +16.7% | Increased |
| Cost Per Link Click | $1.25 | $1.49 | +19.9% | Increased |
| Ad | Ad Cost | Sales | Cost/Sale | Revenue | ROAS | Profit |
|---|---|---|---|---|---|---|
| v9.1 | c06 | H01 Pause | $52.41 | 2 | $26.21 | $36 | 0.69x | −$16.41 |
| v02.3 | c01 | H01 Winner | $5.66 | 1 | $5.66 | $180 | 31.8x | +$174.34 |
| v02.3 | c01 | H01 (organic) | $0 | 1 | $0 | $0 | — | $0 |
| v10.1 | c06 | H01 Scale | $42.27 | 1 | $42.27 | $177.30 | 4.19x | +$135.03 |
| v06.3 | c06 | H01 Winner | $0 | 1 | $0 | $180 | — | +$180 |
| v06.1 | c06 | H01 Pause | $23.66 | 1 | $23.66 | $18 | 0.76x | −$5.66 |
| v02.1 | c01 | H01 Pause | $21.18 | 1 | $21.18 | $18 | 0.85x | −$3.18 |
| 1 Annual Sale (not in screenshot) | — | 1 | — | $180 | — | +$180 |
4 annual sales generated $720 in revenue. Every annual-tier buyer is profitable at any ROAS above 0.25x. The annual offer is the only viable conversion target for this account at current CPMs — monthly-tier buyers at $18 AOV require a cost-per-sale below $18 to break even, which is structurally impossible at $30+ CPM.
5 monthly sales generated $90 in new revenue. At $18 AOV and $30+ CPM, every monthly-tier sale requires an implausibly low cost-per-click to break even. These buyers likely represent existing subscribers or organic traffic. The monthly offer should not be the primary conversion goal for paid traffic.
| Stage | Volume | Rate | Cost/Event |
|---|---|---|---|
| Impressions | 23,331 | — | $0.031 CPM/1k |
| Clicks (All) | 2,576 | 11.04% CTR | $0.28 |
| Link Clicks | 482 | 2.07% link CTR | $1.49 |
| Landing Page Views | 381 | 79.0% LPV/click | $1.89 |
| Initiate Checkout | 15 | 3.9% IC rate | $48.01 |
| Confirmed Sales | 9 | 60.0% close rate | $80.02 |
Mar 23–29, 2026 — Top performers, failing creatives, and next test briefs
Zach opens in nature — grounded, unhurried. The hook works as an Anti-Interrupt: no jarring text overlay, no urgency bait. The viewer leans in because the environment signals safety and authority simultaneously. This is rare in direct-response health content and explains the above-average hold rate.
The c06 angle (community/transformation) combined with Zach's presence in nature creates an identity-level resonance. Buyers who respond to this ad are purchasing belonging and transformation — not a subscription. That psychological framing supports the $180 annual commitment.
This creative is severely underfunded at $18.67. It should receive 3–5x current budget immediately. Test in a dedicated ad set with a $50–75/day budget floor to find its true ceiling before fatigue.
The v02 series uses a Proprietary Framework Hook — Zach introduces a concept the viewer has never heard framed this way before. The hook creates an immediate knowledge gap: "I need to understand this." This is the highest-trust hook format for a credentialed expert like Zach.
The c01 education angle attracts intellectually curious buyers who understand the value of depth. These viewers are self-selecting for the annual commitment because they want the full curriculum, not a monthly sample.
At $5.66 spend, the 31.8x ROAS is a single data point. Increase budget to $30–50/day to validate at scale. If ROAS holds above 3x at $50/day, this becomes the account's primary scaling creative.
v10.1 uses a Guru in Nature + Curiosity Gap structure. Zach appears in an outdoor setting that signals wisdom and groundedness. The opening statement creates a curiosity gap that pulls the viewer through the first 10 seconds — the most critical retention window.
The c06 angle combined with v10's body structure creates a complete transformation narrative. The viewer sees the journey from their current state to the outcome Zach represents. Annual buyers are purchasing that transformation arc.
This is the account's most statistically reliable creative. Scale to $100–150/day in a dedicated ad set. Test a new hook variant (H02) on the same body to see if CTR can be lifted from 7.1% to 10%+, which would push ROAS above 6x.
These three ads consumed $330.10 (45.8% of total budget) with zero confirmed revenue.
Highest CTR in the account at 11.1%, but 135 landing page views produced zero confirmed sales. The hook is working — the body is failing. The offer presentation or page experience is breaking the conversion. Pause immediately and diagnose the post-click funnel before re-testing.
Strong CTR (12.0%), 42 landing page views, 1 initiate checkout — but zero closes. Same pattern as v9.4: the hook is generating interest but the body or offer is not closing annual-tier buyers. The v9 series hook is proven; the body needs a complete rewrite.
Highest CTR in the account at 15.4%, but only 28 landing page views from 4,026 impressions — a critically low link CTR. The ad is generating engagement (reactions, shares) but not click-through intent. This is a creative that entertains but does not sell. Pause and restructure the CTA.
Pausing v9.4, v9.3, and v11.1 recovers $330/week in budget. Reallocating 60% of that to v06.3 and v02.3 would push those creatives to $100–120/day each — enough spend to validate their ROAS at scale within 2 weeks.
| Ad | Spend | Impr. | CTR | LPV | IC | Hyros ROAS | Action |
|---|---|---|---|---|---|---|---|
| v02.3 | c01 | H01 Winner | $27.28 | 713 | 12.5% | 15 | 0 | 31.8x | Scale |
| v06.3 | c06 | H01 Winner | $18.67 | 450 | 12.7% | 18 | 0 | 9.64x | Scale |
| v10.1 | c06 | H01 Scale | $77.44 | 924 | 7.1% | 32 | 2 | 4.19x | Scale |
| v9.1 | c06 | H01 | $64.15 | 2,007 | 11.7% | 31 | 5 | 0.69x | Pause |
| v9.4 | c06 | H01 Pause | $124.00 | 5,840 | 11.1% | 135 | 2 | 0x | Pause |
| v9.3 | c06 | H01 Pause | $116.38 | 3,981 | 12.0% | 42 | 1 | 0x | Pause |
| v11.1 | c06 | H01 Pause | $89.72 | 4,026 | 15.4% | 28 | 0 | 0x | Pause |
| v06.1 | c06 | H01 | $64.07 | 1,076 | 9.0% | 19 | 2 | 0.76x | Pause |
| v02.1 | c01 | H01 | $34.00 | 1,500 | 9.7% | 24 | 1 | 0.85x | Pause |
Mar 23–29, 2026 — Prioritized actions and next creative tests
These three creatives burned $330.10 (45.8% of weekly budget) with zero confirmed revenue. Every day they run is capital that cannot be recovered. This is not a "monitor and see" situation — the data is clear. Pause today.
Expected: +$330/week recovered · Account ROAS improves from 1.42x to ~2.5xBoth creatives are profitable at current spend but severely underfunded. v06.3 at $18.67 and v02.3 at $5.66 are not generating enough volume to validate their ROAS at scale. Allocate $100/day to each in dedicated ad sets. Set a 7-day evaluation window before drawing conclusions.
Expected: 3–5x volume increase on proven winners within 7 daysv9.4 has the account's strongest hook signal (11.1% CTR, 135 LPVs) but a broken body. v10.1 has a proven converting body (4.19x ROAS). Combining the v9.4 hook with the v10.1 body is a 30-minute re-edit of existing footage — no new shoot required. This is the highest-probability new creative test available.
Expected: 10–12% CTR + 4x+ ROAS if body conversion holdsAt $18 AOV and $30+ CPM, the monthly offer cannot break even on paid traffic. Every monthly-tier sale generated this week was at a loss. The annual offer ($180 AOV) is the only viable conversion target. Consider removing the monthly option from the landing page entirely, or testing an annual-only landing page variant.
Expected: Immediate improvement in cost-per-sale and account ROASv10.1's body is proven at 4.19x ROAS but its CTR (7.1%) is below the account average. A new hook variant (H02) on the same body could lift CTR to 10–12%, which would push ROAS above 6x without any change to the conversion mechanism. This is the lowest-risk creative test available.
Expected: CTR improvement of 3–5 percentage points if hook resonatesTake the first 5–8 seconds of v9.4 (proven hook, 11.1% CTR, 135 LPVs) and splice it onto the body of v10.1 (proven converter, 4.19x ROAS). No new footage required — this is a 30-minute edit.
Open with Zach's pattern-interrupt statement from v9.4. Keep the exact framing, pacing, and visual composition. Do not alter the first 5–8 seconds.
Transition directly into v10.1's body structure at the 8-second mark. Maintain the c06 angle (community/transformation). Keep the soft invitation CTA at the close.
10–12% CTR (from v9.4's hook) + 4x+ ROAS (from v10.1's body). If this holds, it becomes the account's primary scaling creative within 2 weeks.
Keep the entire v10.1 body intact. Record a new 5–8 second hook (H02) that opens with a direct question or provocative statement rather than the current nature-entry approach.
Open with: "What if everything you've been told about [health topic] is the opposite of true?" — or a direct challenge to a mainstream health belief Zach's audience holds. Creates an immediate knowledge gap.
Identical to v10.1. Do not change a single word after the hook transition. The body is proven — only the hook is being tested.
CTR lift from 7.1% to 10%+. If ROAS holds at 4x+ with higher CTR, this becomes the preferred variant over v10.1.
v06.3 is the account's most efficient creative at 9.64x ROAS. Before scaling the existing creative to fatigue, create a v06.4 variant with a slightly different opening 3 seconds to extend the audience pool.
Keep Zach in the same natural environment. Change the opening line to a different entry point into the same c06 transformation narrative. Test 2–3 opening line variants in the same shoot day.
Identical to v06.3 after the first 5 seconds. The body is proven — only the hook entry is being varied to extend reach to audiences who have already seen v06.3.
Extends the life of the v06 winning concept by 4–6 weeks before audience fatigue requires a full creative refresh.
v02.3's 31.8x ROAS is based on a single sale at $5.66 spend. Before treating it as a proven winner, create a v02.4 with the same structure but slightly varied pacing to test whether the result holds at $50/day.
Keep the H01 hook structure from v02.3. The proprietary framework opening is the core of what's working — do not change the concept, only the delivery speed and energy.
Same c01 education angle. Consider adding one additional proof point (a specific study, a patient outcome, or a data point) to strengthen the body for colder audiences at higher spend levels.
Validates whether v02.3's ROAS is repeatable at scale. If v02.4 holds 5x+ ROAS at $50/day, the c01 education angle becomes the primary creative direction for the account.
The c06 transformation angle and c01 education angle are both generating annual-tier buyers at profitable ROAS. Zach's natural, grounded presence in outdoor settings is the creative differentiator — it creates trust that no other health creator can replicate. The hook formats that open with paradigm-breaking claims (v02 series) and anti-interrupt nature entries (v06 series) are the two proven templates for this account.
The v9 series has excellent hook metrics (11–12% CTR) but zero conversion. The body structure is breaking the sale — likely by failing to make the annual-tier offer feel like the logical conclusion of the hook's promise. The v11 series has the highest CTR in the account (15.4%) but the lowest link CTR, suggesting it's generating entertainment engagement rather than purchase intent.
The c06 angle (community/transformation) is outperforming c01 (education/science) in volume, but c01 is generating higher ROAS per sale. The account needs both: c01 for high-intent annual buyers, c06 for broader audience reach. The current budget allocation is inverted — 87% of spend is on c06 creatives that are not converting, while the proven c01 winners are starved of budget.
If the three pause recommendations are executed and budget is reallocated to v06.3, v02.3, and v10.1, the account should reach 3–4x ROAS within 2 weeks. The v11.2 re-edit (v9.4 hook + v10.1 body) is the most likely path to a 6x+ ROAS creative. At $300–400/week spend, a 4x ROAS generates $1,200–1,600 in weekly revenue — a sustainable growth trajectory for the account.