A1Active control
Larry Dino carousel
Only active ad. Reinstated Sep 26; Meta reports five purchase actions and CAD $386.75 value on Sep 27–28, matching five first-party order authorizations by day and amount.
CAMPAIGN 01 / SEPTEMBER 29 OPERATING SNAPSHOT
Check the result.
Then decide.
THE WORKING BRIEF
A1 is the only active ad.
Five order records match Sep 27–28 Meta actions.
CURRENT STRUCTURE$30CAD / day total
META · SEP 22–285purchase actions · CAD $386.75 value
TARGET CPA$15CAD · ceiling $22
Canada · Website Purchase
$45 stop/diagnose limit
$45 stop/diagnose limit
CURRENT EXECUTION STATE
A2, A3, B1 paused · verified Sep 29A1 is running alone.
A2Paused
Girl Dino carousel
Girl-hero package ran Sep 20–23, then was paused. It improved some recorded top-funnel measures but produced no attributed purchase in its test window.
A3Paused
Milo Dino carousel
Boy-hero, promise-first execution ran Sep 24–26, then was paused. It launched alongside product-page and flow changes; no purchase was attributed during delivery.
B1Paused · inconclusive
Grandparent Gift image
Higher CTR at low spend, but weak click-to-arrival continuity and no observed downstream progression.
B2Backlog
Gift concept rebuild
Revisit only with a gift-specific experience and clearer arrival diagnosis.
Canadian 11 × 11, 30-page hardcover · print, shipping and Gelato tax
After fulfillment, estimated Stripe fee and CAD $2–5 generation cost
Target CPA / hard ceiling · stop and diagnose at CAD $45
Five Sep 27–28 Meta purchase actions match five non-internal production order authorizations by day and amount; the database records capture for all five by Sep 28. The two-day A1 restart CPA is CAD $14.47, but the full Sep 22–28 campaign CPA is CAD $41.30. Do not scale on the favorable two-day slice alone.
Meta attribution and first-party orders are separate ledgers. The original five orders predate this reporting week; five further order authorizations on Sep 27–28 match Meta’s five actions and CAD $386.75 value. This is reconciliation, not proof that ads caused every purchase.
OUR STARTING POINT
Selected hypothesesDifferent buyers. Different stories.
CONCEPT A
Their favourite world.
With them inside it.
Dinosaur parent+Child-to-Hero
Delight their child with an adventure that feels made for them.
A1 active · A2/A3 pausedExplore the brief
CONCEPT B
A birthday gift.
A personal gesture.
Birthday-gifting grandparent+Gift Reaction
Give a birthday gift that makes their care feel personal.
B1 paused · B2 backlogExplore the brief
THREE WEEKS, THREE QUESTIONS
Evidence sets the pace.
Week 1 established A1’s initial purchase signal. A2 and A3 then ran sequentially with unequal delivery and site changes. A1 resumed Sep 26. This history is not a controlled creative or child-gender experiment.
Organic explores messages. Paid tests commercial performance. One shared matrix connects the learning.