Hi everyone.
I fell into the trap of selecting an "add to cart" event as my first campaign's conversion optimisation so that I get enough volume to learn as quickly as possible.
This worked for 7 days, with 15/16 ATC conversions and 3/4 purchases a day with only $40/day spend.
By the 14th day, I can now tell I made a poor choice. ATCs have dramatically decreased, purchases have decreased, and the little purchases I do get (it's a SAAS product) cancel their plan almost instantly.
For context, I got 1 cancellation out of my 20 first subscriptions. Since performance has decreased, 5 out of my last 7 subscribers cancelled their plan.
My personal assessment is that my conversion event optimisation is now serving me a BS no purchase intent audience, and the little customers that do come through are just not the right ones.
How do I transition to an improved conversion event? I'm still getting a handful of purchases, so I'm worried about switching off a campaign that still technically "works. Do I just bite the bullet? Do I duplicate my campaign and restart? How does one usually go about this transition?