The Complete
CT06 Playbook.
Everything in one place. What CT05 proved, what it cost, and the exact plan — creative, landing page, email, and checkout — to make CT06 the campaign that works. Built from eleven reports and every data point we have.
01 · CT05 Diagnosis
What Eleven Reports Found
Five Meta reports, six Shopify reports. The unfiltered truth about where $763 went and what it returned.
CT05 produced $6,130. The 30-day period before the campaign, with no paid social, produced $10,219. Running ads made things measurably worse — routing 1,568 social sessions into a checkout that couldn't convert them.
Meta attributed 4. Shopify's social sessions converted at 0.13% — producing roughly 2 actual click purchases. The other 2 were engaged-view attributions: people who saw the ad, didn't click, later bought directly, and Meta took credit.
Feed consumed 52% of the total budget and returned nothing. Advantage+ placement scattered spend across placements that don't convert for this product. The algorithm had no manual constraints.
The HydroLemonade LP recorded zero conversions across every session. Discount redirect pages converted at 16.7% vs homepage's 48–56%. The funnel was broken at the destination before a single ad dollar was spent.
Every ROAS above 1× came from 45–54. Both genders. The 65+ bracket spent $119 at the highest CPMs and returned zero purchases. The algorithm found the buyer — it was never given budget to do anything with the signal.
Tiny sample. Enormous signal. The exact creative × placement × demographic combination that produced 403× received 0.034% of the total campaign budget. CT06 is about giving it the budget to prove the point at scale — and building the entire funnel around that combination.
The attribution problem
CT04 and CT05 ran on different attribution windows simultaneously — CT04 on 7-day click + 1-day view, CT05 on a broader 3-window setting including engaged-view credit. No apples-to-apples comparison was possible. CT06 standardizes to 7-day click + 1-day view across every ad. Shopify revenue is the source of truth.
| Metric | CT05 result | What it means |
|---|---|---|
| Overall ROAS | ~0.09× (click-based) | 9 cents returned per dollar spent on clicks |
| Social bounce rate | 83.9% | Search traffic bounced at 46.6% — social drove 1.8× more exits |
| Cart → checkout rate | 20.6% | Should be 40–60%. Broken checkout trust, not broken creative. |
| Best video hook loss | Rumpled Sheets lost 52% before 25% mark | CT04 Slow Wake lost only 13.2% — 4× better retention |
| 65+ spend | $223 · 0 purchases | 29% of budget on the demo that never buys |
| Email sessions | 1 session during campaign | Prior period: 23 sessions at 17.4% conversion. No cart flow. |
02 · CT06 Campaign Plan
The $800 Blueprint
Every dollar allocated to what the data proved works. Four ad sets, three placements, one age window, one attribution standard.
Non-negotiable rules
Placements: manual selection — IG Reels primary, IG Stories secondary, FB Reels for video. Feed off. Audience Network off. Ages: 25–54 hard cap. 55+ excluded. Attribution: 7-day click + 1-day view. No engaged-view. Source of truth: Shopify revenue. No discount redirect LPs.
Placements
Budget Allocation
| Ad Set | Audience | Budget | Daily | Share | KPI |
|---|---|---|---|---|---|
AS01 · Dutch Cream Anchor Dutch Cream video · IG Reels Primary | 45–54 · all genders · Broad | $280 $9.33/day | 35% | CPP < $35 · ROAS > 2.0× | |
AS02 · Morning Notes Static Morning Notes original · IG Reels + Stories Scale | 35–54 · all genders · Broad | $200 $6.67/day | 25% | CPP < $40 · ROAS > 1.5× | |
AS03 · CT04 Hook Rebuild New video · CT04 hook · FB + IG Reels Test | 35–54 · all genders · Broad | $160 $5.33/day | 20% | Hook loss < 25% · ThruPlay > 35% | |
AS04 · 25–34 Male Test Morning Notes Copy · IG Stories Test | 25–34 · male · Broad | $120 $4.00/day | 15% | CPP < $45 by day 14 | |
Reserve · Optimization Deployed at day 14 to winner | Follows best performer | $40 Held | 5% | Goes to ad set hitting CPP < $35 first |
Campaign Timeline
KPIs — scale only after hitting these
03 · Creative Strategy
Lifestyle First. Card Dissolves In.
Variant B — vignette fade. Scene plays for 3 seconds. The vignette deepens and the copy materializes out of the dark. Unhurried. Intentional. Exactly what the brand sounds like.
Timing structure
| Time | What happens | Why |
|---|---|---|
| 0–3.2s | Pure lifestyle · no text | Scroll stops before anyone asks anything of the viewer |
| 3.2–4.7s | Vignette darkens · copy fades in | Copy reveals — as if always there in the shadow |
| 4.7–8.6s | Card holds · scene still above | 4 seconds to read, consider, tap |
| 8.6–9s | Fades back · loops clean | No viewer reaches this — they've tapped or scrolled |
Kling prompt — paste and generate
CapCut assembly — after Kling generation
Import 9s Kling clip. At 3.2s: gradient vignette layer (bottom 60%, black, opacity 0→75%, 0.8s fade-in). At 3.5s: brand logo + tag text, 0.4s fade. At 3.8s: headline, 0.4s fade. At 4.1s: rule + subtext, 0.3s fade. At 4.4s: CTA, 0.3s fade. Export 1080×1920 · H.264. The card is always a CapCut layer — never regenerated.
Compliant copy frameworks
Meta compliance — hemp advertising
| SAFE | Product in sealed packaging as a scene prop. Resting on a surface. Never picked up or opened. The pack is incidental to the scene. |
| SAFE | Wellness and ritual language. "Morning ritual," "herbal wrap," "plant-based," "natural hemp," "hemp-derived." Clears policy review consistently. |
| SAFE | Brand taglines from the guide. "Roll with Nature," "Elevate the Ritual," "Grown Different" — all approved for campaign use. |
| SAFE | Flavor names and brand name. Dutch Cream, Grape Ape, Honey Pot, High Hemp — safe in overlays, captions, and headlines. |
| AVOID | Rolling, unpackaging, or any product handling. Even picking up the package can trigger human review. |
| AVOID | "High," "stoned," "buzz," "THC," "smoke," "cannabis" — anywhere in the creative, caption, or ad description. |
| AVOID | Hemp or cannabis leaf imagery. Any leaf shape resembling cannabis — in any element of the creative — is instantly flagged. |
| AVOID | Medical or health claims. "Relaxing," "stress-relief," "calming" risk health claim flags. Stay with lifestyle language per the brand guide. |
called.
04 · Landing Page
Dutch Cream LP Specification
Two pages to build. One to kill. The LP hero mirrors the ad's end frame — same scene, same vignette, same settled card. Zero visual dissonance between ad and destination.
Kill these before a single ad goes live
/pages/morning-escape — 60 sessions, 55 URL variants, 0% conversion. Redirect to /collections/high-hemp-herbal-wraps. /pages/discount-slowwakeship-redirect and /pages/discount-softstartship-redirect — converted at 16.7% vs homepage's 48%. Replace with Shopify automatic discounts applied at checkout.
LP 01 · Dutch Cream Flavor Page
Build firstAbove the fold: Lifestyle scene matching the ad aesthetic — dark green, warm gold light, venetian blinds. Vignette settled in lower third. Card: "Dutch Cream · Slow Wake Collection" + "Your morning, slower." No navigation bar. One CTA: "Shop Dutch Cream." Headline is within two words of the ad copy — message match is the highest-leverage free conversion lever.
Product section: Product image → 2-sentence flavor description → Pack selector defaulting to 2-box at $62.99 → Add to Cart button in Forest Green (#0F6039) → Trust row (hemp-derived · lab tested · ships 1–2 days) → Pinwheel trust block above CTA. First-time social buyers see Pinwheel named and explained before clicking Add to Cart — not for the first time at payment.
Typography: Cormorant Garamond for all headings and the flavor description. Montserrat for UI labels, trust row, and CTA button text. Heritage Amber (#C9821A) for accents. Primary Dark Green (#0A2D18) for buttons. Cream (#faf6ef) for background.
Below the fold: 2–3 verified buyer reviews using words like "morning," "smooth," or "ritual." Flavor upsell strip: Honey Pot, Grape Ape, Maui Mango, Variety Pack. The buyer who came for Dutch Cream is the most likely person to add a second flavor.
LP 02 · Slow Wake Collection Page
Build secondPurpose: Destination for AS02 (Morning Notes) and AS03 (CT04-hook video). Hero: same scene aesthetic + card reading "The wrap that makes the morning yours." Scroll reveals flavor carousel: Dutch Cream, Honey Pot, Grape Ape, Maui Mango — each with flavor name, taste note, and Add to Cart. Variety pack prominent for AOV lift.
Critical pixel check: CT04 Slow Wake routed to a similar page in CT05 and had zero cart/checkout data recorded despite 11.96% CTR and 87% video retention. The pixel was not firing. Confirm ViewContent, AddToCart, InitiateCheckout, and Purchase events all fire on this page before any ad goes live.
05 · Email Sequences
The Recovery Layer
CT05 had 155 add-to-carts and ~4 purchases. A 10% email recovery rate returns ~$810 in revenue — more than the entire CT06 budget — at near-zero cost.
The email math
155 abandoned carts × 10% recovery × $54 AOV = $837 recovered. That's the Meta budget recovered through email alone, from traffic the campaign already paid to acquire. This channel just didn't exist in CT05.
06 · Checkout
Five Fixes Before CT06 Launches
Campaign-specific pages converted at 16.7% vs the homepage's 48–56%. The checkout itself works. The infrastructure around it is broken.
Automatic discounts — kill redirect LPs
Remove /pages/discount-slowwakeship-redirect entirely. In Shopify, create an automatic discount (SLOWWAKE10, 10% off) that applies when a buyer arrives from the campaign URL. The saving appears in their cart before they type anything. The redirect friction is gone.
Name and explain Pinwheel before payment
Add to checkout header: payment gateway name, "hemp-compliant payments," and card type icons (Visa, MC, Amex). Add 2-sentence explanation in the payment body. The buyer knows what they're using before entering a digit — removing the trust gap that was collapsing CT05 checkouts.
Move age gate to checkout · not the LP
On the LP it's a wall. At the checkout info step, it's a form field. The buyer has already added to cart and decided to purchase. The 21+ confirmation takes 2 seconds and feels natural rather than like a barrier they have to pass before earning the right to see the product.
Walk checkout on mobile before launch
Open the Dutch Cream LP on iPhone and Android. Add to cart. Start checkout. Confirm Pinwheel loads, card icons display, automatic discount appears, and nothing breaks between cart and confirmation. Test in private browsing as a new visitor — not as a logged-in admin.
Pixel audit — every event, every page
Using Meta Pixel Helper, confirm ViewContent, AddToCart, InitiateCheckout, and Purchase fire on the Dutch Cream LP, Slow Wake collection page, cart, and checkout confirmation. CT04's pixel was broken for the entire CT05 campaign. This is the most important pre-launch check.
Order confirmation mirrors ad tone
Thank-you page: "Order Confirmed. Your Dutch Cream wraps are on their way. Your morning ritual is ready." Same unhurried, ritual-focused voice as the ad. The buyer's last touchpoint before the product arrives sounds like the same brand they responded to on Instagram. Consistent voice builds memory and primes the welcome email.
07 · Pre-Launch Checklist
In Order. Don't Skip Steps.
CT06 does not launch until every item is checked. Sending $800 into the same broken infrastructure produces the same broken results.
After CT06 — close the loop
Pull the same five-report suite at campaign end: full funnel breakdown by creative, placement breakdown by ad, age and gender breakdown, video retention, attribution window comparison. Cross-reference against Shopify. CT07 gets built from that data — not from intuition.
High Hemp