Alice's read: the brand slideshows change image far too slowly to hold attention in a feed. Re-cut to 2 to 4 seconds per image they should earn more clicks for the same copy.
The pace of the slideshow only. Same images, same approved copy, same landing page and product set. The short versions run in their own small ad set so the big Q4 ads cannot starve them.
£350 spent on each version, or 14 days, whichever comes first. Not before.
Whether the slideshow format works for Pairs at all when the pace is right, which decides whether the five Christmas GIFs go live on 2 December in the short cut.
Each day's line is the whole test so far, so it settles as the numbers grow
Shows whether every version is getting its share
The count behind the cost per purchase
The earliest signal: does the ad earn the click
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Short cuts, 2 to 4 seconds per image | £74.69 | 76 | 1.53% | 4 | £18.67 | 5.26% | 2.43x |
| Original slideshows, 30 to 40 seconds | £13.24 | 13 | 1.39% | 0 | – | 0.00% | 0.00x |
| Day | Short cuts, 2 to 4 seconds per image spend · clicks · purchases | Original slideshows, 30 to 40 seconds spend · clicks · purchases |
|---|---|---|
| 14 Oct | £0 · 0 · 0 | £6.78 · 10 · 0 |
| 15 Oct | £0 · 0 · 0 | £6.46 · 3 · 0 |
| 16 Oct | £22.40 · 20 · 0 | £0 · 0 · 0 |
| 17 Oct | £21.84 · 23 · 3 | £0 · 0 · 0 |
| 18 Oct | £30.12 · 32 · 1 | £0 · 0 · 0 |
| 19 Oct | £0.33 · 1 · 0 | £0 · 0 · 0 |
The originals ran for a day and a half from 14 October before Alice flagged the pace, so their numbers are a thin baseline rather than a fair comparison. The real read is whether the short cuts earn their place against the rest of the Q4 ads.
Spend, clicks and purchases are as reported by Meta for the ads in each test, from the test's start date to today, which is partial. Where versions share an ad set, Meta decides how much each one spends, so compare cost per purchase and purchases per click rather than totals. A test is only called once its rule is met; stopping early on a good week is how false winners get made.