By Ryan Richardson · Published 8 October 2026
our book funnel tagged ads by a numbered audience segment (avatar-1 through avatar-7) and ran all of them in the same campaign. The exact targeting definition behind each number wasn't in the pulled documents, so this page compares the numbers only, not what each avatar represents.
| Avatar | Ads | Spend | Impressions | CTR | Landing page views | Purchases | CPA |
|---|---|---|---|---|---|---|---|
| Avatar 5 | 11 | A$583.11 | 9,006 | 2.61% | 102 | 14 | A$41.65 |
| Avatar 1 | 27 | A$560.64 | 10,216 | 2.49% | 123 | 6 | A$93.44 |
| Avatar 6 | 6 | A$422.74 | 6,685 | 3.89% | 99 | 5 | A$84.55 |
| Avatar 3 | 5 | A$249.87 | 4,346 | 1.89% | 44 | 3 | A$83.29 |
| Avatar 4 | 8 | A$199.92 | 3,586 | 2.15% | 38 | 4 | A$49.98 |
| Avatar 7 | 10 | A$156.95 | 2,580 | 3.57% | 44 | 0 | no purchases |
| Avatar 2 | 6 | A$97.86 | 1,576 | 2.54% | 12 | 1 | A$97.86 |
Avatar 5 is the only segment with purchases above the 10-sale mark (14), so it's the closest this table gets to a reliable read; every other avatar's CPA is built on 6 or fewer purchases and is directional, not a rate to plan a budget around. Avatar 7 spent A$156.95 across 10 ads and 44 landing page views without a single purchase, while avatar 1 drew the most ad spend (A$560.64, 27 ads) and still landed at the second-worst CPA (A$93.44), despite the most impressions and landing page views of any segment. In this test, spending more on an avatar did not track with cheaper sales.
| Claim | Value | Source |
|---|---|---|
| Avatar 5 spend/ads/impressions/CTR/LPV/purchases/CPA | A$583.11 / 11 / 9,006 / 2.61% / 102 / 14 / A$41.65 | Sixty Steps ad account, Meta Ads data |
| Avatar 1 spend/ads/impressions/CTR/LPV/purchases/CPA | A$560.64 / 27 / 10,216 / 2.49% / 123 / 6 / A$93.44 | Sixty Steps ad account, Meta Ads data |
| Avatar 6 spend/ads/impressions/CTR/LPV/purchases/CPA | A$422.74 / 6 / 6,685 / 3.89% / 99 / 5 / A$84.55 | Sixty Steps ad account, Meta Ads data |
| Avatar 3 spend/ads/impressions/CTR/LPV/purchases/CPA | A$249.87 / 5 / 4,346 / 1.89% / 44 / 3 / A$83.29 | Sixty Steps ad account, Meta Ads data |
| Avatar 4 spend/ads/impressions/CTR/LPV/purchases/CPA | A$199.92 / 8 / 3,586 / 2.15% / 38 / 4 / A$49.98 | Sixty Steps ad account, Meta Ads data |
| Avatar 7 spend/ads/impressions/CTR/LPV/purchases | A$156.95 / 10 / 2,580 / 3.57% / 44 / 0 | Sixty Steps ad account, Meta Ads data |
| Avatar 2 spend/ads/impressions/CTR/LPV/purchases/CPA | A$97.86 / 6 / 1,576 / 2.54% / 12 / 1 / A$97.86 | Sixty Steps ad account, Meta Ads data |
| Avatar 5 is the cheapest-converting avatar in the RYG 2C awareness-ladder tests | confirmed | SUMMARY.md, 'Top 5 robust findings' item 3 |