By Ryan Richardson · Published 8 October 2026
Within the same 12-cover test, ads were also split by presentation style: a 'desk-variant' shot showing the book in a desk scene versus a 'standard' plain cover-only shot.
| Presentation | Ads | Spend | Impressions | CTR | Landing page views | Purchases | CPA |
|---|---|---|---|---|---|---|---|
| Desk-variant (in-scene) | 19 | A$201.27 | 16,966 | 3.51% | 322 | 0 | no purchases |
| Standard (cover only) | 17 | A$156.34 | 28,231 | 1.58% | 267 | 1 | A$156.34 |
This is a single purchase across both groups, so it cannot support a claim about which presentation sells better. What it does show: desk-variant ads got more clicks per impression (3.51% vs 1.58%) on about a quarter less spend, while standard shots got almost double the raw impressions and the only sale. In this test, more clicks didn't translate into more sales; treat CTR and conversion as two separate questions here, not one.
| Claim | Value | Source |
|---|---|---|
| Desk-variant spend/ads/impressions/CTR/LPV/purchases | A$201.27 / 19 / 16,966 / 3.51% / 322 / 0 | Sixty Steps ad account, Meta Ads data |
| Standard spend/ads/impressions/CTR/LPV/purchases/CPA | A$156.34 / 17 / 28,231 / 1.58% / 267 / 1 / A$156.34 | Sixty Steps ad account, Meta Ads data |