Story link CPA beats in-feed by 27% for low-AOV

Story link CPA beats in-feed by 27% for low-AOV

Format → CPA, sub-$40 AOV
In-feed reel $41 ███████
Story + link $30 █████
(AOV = average order value. Story CTR 3.1% vs feed 0.9%. n=168 campaigns)

Myth: stories are dead reach, so concentrate on feed. Correction: stories convert harder for impulse, low-AOV products — the swipe is one tap from cart, and the format's lower CPM offsets its shorter lifespan.

So what: route impulse and discount offers to stories; reserve feed for consideration goods.

Benchmark: story CTR above 2.5% justifies the format for sub-$40 baskets.