Which awareness stage got the cheapest book sale on Facebook

What the awareness ladder means

The 5 stages are a standard copywriting model: unaware (doesn't know the problem exists), problem-aware (knows the problem, not the solution), solution-aware (knows solutions exist, not this one), product-aware (knows this product, hasn't bought), most-aware (ready to buy, just needs the offer). We tagged book-funnel ad names by which stage they targeted and ran all 5 at once.

Results by stage

Spend and purchases here cover only the awareness-stage-tagged ads inside the book campaign, which is about 38% of that campaign's total spend (the rest of the ads don't carry a parseable stage tag in their name, so they're not counted in this table).

How sure to be about this

Product-aware's 13 purchases and problem-aware's 9 are the only two cells close to a usable sample; the other three stages are single-digit or zero purchases and are directional only, not a reliable rate. Within that limit, the pattern in this test is that moving down the ladder from most-aware toward product-aware and problem-aware got cheaper, not more expensive, which is the opposite of the textbook assumption that only the most-aware buy cheaply. Unaware traffic produced zero purchases on A$67.29 spend. In this test, cold unaware traffic for a book offer did not convert; product-aware and problem-aware traffic did, at the lowest CPAs recorded.