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.
Five Meta reports, six Shopify reports. The unfiltered truth about where $763 went and what it returned.
CT05 produced $6,130. The 30 days before, with no ads, produced $10,219. Running ads made it measurably worse — routing 1,568 sessions into a checkout that couldn't convert.
Meta attributed 4. Shopify social sessions converted at 0.13% — roughly 2 real click purchases from $763. The other two were engaged-view credit.
52% of budget on FB + IG Feed · zero purchases. Advantage+ scattered spend across placements that don't convert for this product.
Morning Escape LP · 60 sessions · 55 URL variants · zero conversions. Discount-redirect pages converted at 16.7% vs the homepage's 48–56%.
Every ROAS above 1× came from 45–54, both genders — and it received $1.10 of $763. The 65+ bracket spent $119 at the highest CPMs, returned zero.
Dutch Cream × IG Reels × 45–54 female × $0.26. Tiny sample, enormous signal — and it got 0.034% of budget. CT06 gives it the budget to prove out.
| Metric | CT05 result | What it means |
|---|---|---|
| Overall ROAS | ~0.09× (click-based) | 9¢ returned per dollar of click spend |
| Social bounce rate | 83.9% | Search bounced at 46.6% — social drove 1.8× more exits |
| Cart → checkout | 20.6% | Should be 40–60%. Broken checkout trust, not creative. |
| Best video hook loss | 52% before 25% (Rumpled Sheets) | 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 during campaign | Prior period: 23 sessions at 17.4%. No cart flow. |
Every dollar allocated to what the data proved works. Four ad sets, three placements, one age window, one attribution standard.
| Ad Set | Audience | Budget | Share | KPI |
|---|---|---|---|---|
| AS01 · Dutch Cream Anchor video · IG Reels · primary | 45–54 · all · broad | $280 · $9.33/day | 35% | CPP < $35 · ROAS > 2.0× |
| AS02 · Morning Notes Static IG Reels + Stories · scale | 35–54 · all · broad | $200 · $6.67/day | 25% | CPP < $40 · ROAS > 1.5× |
| AS03 · CT04 Hook Rebuild FB + IG Reels · test | 35–54 · all · broad | $160 · $5.33/day | 20% | Hook loss < 25% · ThruPlay > 35% |
| AS04 · 25–34 Male Test IG Stories · test | 25–34 · male · broad | $120 · $4.00/day | 15% | CPP < $45 by day 14 |
| Reserve day 14 → winner | Best performer | $40 · held | 5% | To the first ad set under $35 CPP |
Pixel audit · mobile checkout walk · kill broken LPs · build Dutch Cream LP · abandoned-cart email · standardize attribution · SLOWWAKE10 automatic discount on.
Let the algorithm gather data. Monitor Shopify sessions vs Meta clicks daily. Watch for pixel errors / policy flags only.
Compare CPP and ROAS per ad set (Shopify source of truth). Zero ATC after 7 days: pause + redistribute. CPP below $35: +20%.
Pull age/gender breakdown. Verify 45–54 converting. Deploy the $40 reserve to the sub-$35-CPP ad set.
Pause anything below 0.5× ROAS. Max +20% every 3 days on the winner. Run the 5-report suite at end; build CT07 from data.
| KPI | CT05 | CT06 target |
|---|---|---|
| Cost per purchase | $42–$70 | < $35 · Shopify-verified |
| Purchase ROAS | ~0.09× | > 1.5× · click attribution |
| IG Reels outbound CTR | 2–3% | > 4% |
| Cart → checkout | 20.6% | > 40% |
| Video hook loss at 25% | 52% | < 25% · CT04 was 13.2% |
| Social bounce rate | 83.9% | < 65% |
Variant B — vignette fade. The scene plays for three seconds, the vignette deepens, and the copy materializes out of the dark. Unhurried, intentional — exactly what the brand sounds like.
| Time | What happens |
|---|---|
| 0–3.2s | Pure lifestyle · no text · scroll-stop before anything is asked of the viewer |
| 3.2–4.7s | Vignette darkens · copy fades in, as if always there in the shadow |
| 4.7–8.6s | Card holds · scene still above · four seconds to read and tap |
| 8.6–9s | Fades back · loops clean |
CapCut assembly: at 3.2s a gradient vignette (bottom 60%, opacity 0→75%, 0.8s) → logo 3.5s → headline 3.8s → rule + subtext 4.1s → CTA 4.4s. The card is always a CapCut layer, never regenerated. Export 1080×1920.
Morning ritual implied. No product named. Creates ownership.
Brand positioning as directive. Pairs directly with the scene.
Official tagline · lifestyle positioning · passes review.
Primary brand tagline · compliant across all formats.
Flavor name is safe. "Elevated" implies without stating.
Curiosity-driven. Browse intent, not pressure.
| Safe | Sealed product as a scene prop · wellness & ritual language ("morning ritual," "herbal wrap," "plant-based") · brand taglines · flavor + brand names. |
| Avoid | Rolling, unpackaging, or handling product · "high," "stoned," "buzz," "THC," "smoke," "cannabis" · hemp/cannabis-leaf imagery · medical claims ("relaxing," "stress relief," "calming"). |
Two pages to build, one to kill. The LP hero mirrors the ad's end frame — same scene, same vignette, same settled card. Zero dissonance between ad and destination.
Hero matches the ad aesthetic; headline within two words of the ad copy ("Your morning, slower."). No nav bar. One CTA. Pack selector defaults to 2-box at $62.99. Pinwheel trust block above Add to Cart. Reviews + flavor upsell below the fold. Pixel verified.
Destination for AS02 + AS03. Same scene aesthetic + tagline hero. Flavor carousel (Dutch Cream, Honey Pot, Grape Ape, Maui Mango) with variety pack prominent for AOV. Pixel audit required — CT04's pixel wasn't firing in CT05.
CT05 had 155 add-to-carts and ~4 purchases. A 10% email recovery returns more than the entire CT06 budget — from traffic already paid for.
Reminder (no discount) → social proof + Pinwheel explanation → 10% off, auto-applied. Never lead with the discount; earn it.
"Still thinking about it?" (link to LP, not cart) → "Can't decide? Try the sampler" — variety pack for AOV.
Confirmation + ritual philosophy → usage tips → replenishment, free shipping (no discount, protect margin).
"We redesigned your morning." Dutch Cream hero matching the ad. Warms the list, seeds a retargeting pool at zero media cost.
Campaign pages converted at 16.7% vs the homepage's 48–56%. The checkout works. The infrastructure around it is broken.
Remove the redirect LPs. Create SLOWWAKE10 (10% off) that appears in the cart on arrival. The friction is gone.
Payment gateway name, "hemp-compliant payments," and card icons at the checkout header — before entering a digit.
On the LP it's a wall; at the info step it's a 2-second field, after the buyer has already decided.
iPhone + Android, private browsing, as a new visitor. Confirm Pinwheel, card icons, discount, and no breaks cart → confirmation.
ViewContent, AddToCart, InitiateCheckout, Purchase on every page. CT04's pixel was broken the entire CT05 campaign.
"Your Dutch Cream wraps are on their way. Your morning ritual is ready." Same unhurried voice as the ad.
CT06 does not launch until every item is checked. Sending $800 into the same broken infrastructure produces the same broken results.