By Ryan Richardson · Published 8 October 2026
This is one axis of a 4-dimension ad-naming matrix (hook, angle, identity, length) run on a single cold-traffic campaign. 'Identity' here is how the ad frames the reader: as having a problem, or as curious about an open loop.
Two other identity tags in the same matrix ('identity', 'benefit') had under A$20 spend and are too thin to include.
| Identity framing | Ads | Spend | Impressions | CTR | Landing page views | Purchases |
|---|---|---|---|---|---|---|
| Problem | 69 | A$93.37 | 14,685 | 7.65% | 676 | 0 |
| Curiosity | 33 | A$85.76 | 15,411 | 8.92% | 677 | 0 |
Both groups landed on almost the same landing page view count (676 vs 677) from similar spend, so the gap is CTR only, not a difference in volume of people who clicked through to the page. Zero purchases from either framing means this test can say which copy got noticed, but nothing about which one sold.
| Claim | Value | Source |
|---|---|---|
| Problem identity spend/ads/impressions/CTR/LPV/purchases | A$93.37 / 69 / 14,685 / 7.65% / 676 / 0 | Sixty Steps ad account, Meta Ads data |
| Curiosity identity spend/ads/impressions/CTR/LPV/purchases | A$85.76 / 33 / 15,411 / 8.92% / 677 / 0 | Sixty Steps ad account, Meta Ads data |
| This dimension is one of 4 (hook, angle, identity, length) in a single cold-traffic ad matrix | confirmed | Sixty Steps ad account, Meta Ads data |