Why Use Traffic To Test Ads Rather Than Purchases?

The key reason we use this methodology is to have inexpensive ad testing. “Clicks” traffic is far far cheaper than conversion traffic. You’d have to spend $20/ad (on the low end, obviously heavily dependent on your brand’s acquisition cost) to get 1 purchase. Meaning in order to have enough data to confidently make a decision based on purchase rate, you’d need to spend $200(cost per 10 purchases)*x(number of ads). Which would be essentially the “old way” which would be incredibly expensive. That’s why traffic and CTR can give us really great data, for only $3/variable.