By Ryan Richardson · Published 8 October 2026
Angle is one of 4 dimensions (hook, angle, identity, length) tagged on ads in a single cold-traffic matrix test. The angle codes here are our own internal labels; their exact copy meaning wasn't documented in the pulled files, so this page compares performance by code, not by message.
10 further angle codes in the same test each had under A$20 spend or under 1,000 impressions, too thin to include here.
| Angle code | Ads | Spend | Impressions | CTR | Landing page views | Purchases |
|---|---|---|---|---|---|---|
| cant_evaluate | 12 | A$71.50 | 12,219 | 9.89% | 570 | 0 |
| assumes_22 | 17 | A$59.15 | 7,866 | 8.76% | 421 | 0 |
| effort | 24 | A$32.72 | 6,082 | 4.04% | 173 | 0 |
| dont_know | 14 | A$23.40 | 4,882 | 6.29% | 194 | 0 |
Every angle that qualifies for this table cleared 4%+ CTR, with 'cant_evaluate' the strongest at 9.89%, and all 4 ended at zero purchases on a combined 1,358 landing page views. As with the hook and identity results from the same campaign, the limiting factor in this test wasn't getting people to click, it was converting the click.
| Claim | Value | Source |
|---|---|---|
| cant_evaluate spend/ads/impressions/CTR/LPV/purchases | A$71.50 / 12 / 12,219 / 9.89% / 570 / 0 | Sixty Steps ad account, Meta Ads data |
| assumes_22 spend/ads/impressions/CTR/LPV/purchases | A$59.15 / 17 / 7,866 / 8.76% / 421 / 0 | Sixty Steps ad account, Meta Ads data |
| effort spend/ads/impressions/CTR/LPV/purchases | A$32.72 / 24 / 6,082 / 4.04% / 173 / 0 | Sixty Steps ad account, Meta Ads data |
| dont_know spend/ads/impressions/CTR/LPV/purchases | A$23.40 / 14 / 4,882 / 6.29% / 194 / 0 | Sixty Steps ad account, Meta Ads data |
| Thin-data exclusion threshold used across this dataset | under 1,000 impressions or under A$20 spend | SUMMARY.md, Top 5 robust findings heading |
| Combined spend/impressions/LPV across the 4 qualifying angle codes | A$186.77 / 31,049 / 1,358 | Sixty Steps ad account, Meta Ads data |