When most people think of testing results for Facebook Ads, they think in terms of boosting click-throughs — getting higher response rate by using the right picture and saying the right things. But that’s an incomplete picture.
Don’t get me wrong: boosting CTR IS a good thing, but your goal should be to optimize the total process, at each stage of the client acquisition funnel, not just to widen the mouth of a leaky funnel. And it’s at the stage of …














