<b>A high CTR with low CVR means a creative problem, not an audience one</b>

<b>A high CTR with low CVR means a creative problem, not an audience one</b>
Across 44 underperforming ad sets, diagnosed by metric split. CVR = conversions per click.
— Low CTR + normal CVR: weak hook/creative — fix the ad
— Normal CTR + low CVR: landing page or offer mismatch — fix the page
— High CTR + low CVR: creative over-promises vs the LP — fix the bridge
— Low on both: wrong audience
Median eCom CTR 1.2%, CVR 2.6% — use as the dividing line.
Read: don't 'optimize the campaign.' Split CTR vs CVR first — the metric that's broken tells you which asset to touch.