Hey everyone, would really appreciate a second pair of eyes here. This is my first proper product test and I’m still learning how to interpret early data.

Account Setup

• Brand new ad account
• 1 CBO campaign
• 5 ad sets (each ad set = different angle)
• 3 creatives per ad set (all statics, only headlines are different)
• Budget: $100/day
• Time running: ~1.5 days

Overall Campaign Data

• Reach: 1,765
• Unique link clicks: 50
• Cost per unique link click: $2.81
• Unique CTR: 3.17%
• Content views: 57
• Cost per content view: $2.47
• Add to carts: 1
• Cost per ATC: $140.60
• Checkouts initiated: 0
• Purchases: 0
• Amount spent: $140.60
• Frequency: 1.25
• CPM: $63.56

One Ad Set Is Taking Most Spend (“Cannibalizing”)

This ad set’s stats:

• Reach: 1,485
• Unique link clicks: 47
• Cost per unique link click: $2.52
• Unique CTR: 3.43%
• Content views: 55
• Cost per content view: $2.15
• Add to carts: 1
• Cost per ATC: $118.47
• Checkouts initiated: 0
• Purchases: 0
• Amount spent: $118.47
• Frequency: 1.26
• CPM: $63.49

How I’m Interpreting This (might be wrong)

• CTR seems decent (3%+), so ads might be doing their job getting attention.
• CPC/Unique click cost ($2.5–$2.8) feels a bit high but maybe normal for a fresh account?
• Big drop from clicks → ATC (50 clicks → 1 ATC) makes me think the issue might be:
  • Offer not strong enough
  • Landing page mismatch
  • Trust issues (new store)
  • Product just not hitting
• CPM is pretty high (~$63), not sure if that’s just early learning or bad audience/creative signal.

What I’m Mainly Trying to Figure Out

1. Is this too early to judge the product? (Only 1.5 days + $140 spent)
2. Does this look like a product problem or a funnel/website problem?
3. Would you:
   • Let it run longer?
   • Kill weaker ad sets and focus on the one getting clicks?
   • Change creatives already?
4. Is the high CPM a red flag at this stage?

Any feedback on how you would read this data or what you’d change next would help a ton. Trying to learn how to think like a media buyer instead of just staring at numbers and panicking.

Thanks 🙏