Carousel beat single-image on CVR by 0.6pts for a product line

Carousel beat single-image on CVR by 0.6pts for a product line
Multi-SKU jewelry brand, 36d, $66k spend, same audience.

For a catalog with visual variety, carousel (multi-card swipeable ad) outperformed the single best static.

CVR (conversion rate):
— Single image: 1.3%
— Carousel (4 products): 1.9% ▲0.6pts

CPA $39 vs $30 ▼23%. The mechanism: carousel let one impression show four price points, so the swipe self-selected buyers by budget. For single-SKU advertisers in the same account, carousel lost — no variety to exploit.

Read: carousel wins on assortment, not always. Match the format to whether you have range to show.