My highest CTR RR ad has my worst follower conversion.
I've been running 3 RR ads for my current story and the results are starting to make me question how useful CTR is by itself.
Current numbers*:
| Ad | Impressions | Clicks | CTR | Followers | Read Later |
|---|---|---|---|---|---|
| A | 65,036 | 445 | 0.68% | 15 (12.5%) | 24 (20%) |
| B | 27,329 | 208 | 0.74% | 1 (1.61%) | 16 (25.81%) |
| C | 11,371 | 64 | 0.56% | 3 (12%) | 6 (24%) |
* from RR dashboard
Obviously the sample sizes aren't equal yet, especially for C, so I wouldn't draw any hard conclusions from this. But Ad B is very interesting am already in process of trying to change it.
It currently has the highest CTR at 0.73%, so if I were judging the creative purely on clicks, I'd call it the winner. Yet its follower conversion is dramatically worse than the other two. At the same time, its Read Later percentage is actually the highest.
That makes me wonder if we're really measuring two different things:
CTR = Did this image make me curious enough to click?
versus
Follower conversion = Did what I found after clicking match what the ad made me expect?
In other words, could a really strong curiosity based ad actually be worse than a slightly lower CTR ad if it's attracting the wrong readers?
I'd much rather have 0.6% CTR from people who are interested in the story than 1% CTR from people who click because the ad itself is funny/strange and then immediately leave.
The Read Later numbers muddy things further. Ad B might not necessarily be attracting the wrong audience they may just be less willing to follow immediately. I am not sure i like the Read Later option at all! if I like it I will follow or fav, RL is a weird option imo.
So I'm curious what people who've run a lot more RR ads have found:
And if you had to choose between:
A: 1.0% CTR + poor follower conversion ( even if strong RL)
or
B: 0.6–0.7% CTR + strong follower conversion
which one would you actually keep running? I would be more inclined to B
Also interested in whether anyone has found Read Later to be predictive of eventual followers/readers, or whether it mostly click and forget type of things.
