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I think most of the commenters are missing the point of the tests. Having sat through a few meetings about "the best way to design FB ads", I've actually heard

I think most of the commenters are missing the point of the tests. Having sat through a few meetings about "the best way to design FB ads", I've actually heard a few of these "myths" as converting best. And they meant CPC. Because the goal for lots of ads is to get the foot in the door, then optimize the rest of the funnel. The initial click is often the hardest, which is why this article is testing the myths against the CPC, since the overall conversation differs greatly once past that.

ssharp 10y ago
All feet in the door are not the same. When you're iterating on ad concepts, maybe CPC is an okay metric, or at least an early indicator. But these ads weren't really interations. Without a baseline CPA and running ads related to the ad that generated that baseline, CPC has no context. Also, if all traffic is going through that to-be-optimized funnel, how does that justify ignoring the CPA of any individual lead source? The only explanation that makes sense is that conversions aren't frequent enough to find significance. That makes more sense given how many variations were run. In that case, it doesn't make sense to run so many variations. That, or maybe find an in between metric that at least indicates some greater level of lead quality.