Good CTR but no purchases

Hi everyone,

I’m running a Meta (Facebook/Instagram) sales campaign targeting the USA for my designer handbag store, and I’m trying to figure out what might be going wrong.

Current stats after about 4.5 days:

* Spend: $132
* Impressions: 7,502
* CTR: 4.64%
* CPC: $0.38
* Link Clicks: 348
* Add to Cart: 10
* Initiated Checkout: 6
* Purchases: 0

The ad seems to be getting good clicks and a decent CTR, but conversions are very low.

I’ve attached a screenshot of the ad creative.

Would really appreciate any honest feedback from experienced advertisers.

Maaybe switch to google ads if u not making money out of fb

Based on your data, a CPC of 0.38 is quite good in the US.

This indicates that customers are willing to click on your ad creatives and are interested.

However, your add-to-cart data shows that each add-to-cart purchase costs $13. This isn't particularly ideal.

From this, we can infer that you're experiencing customer churn from add-to-cart transactions.

This could be due to your product display page not being attractive enough, leading to customer churn. Alternatively, your pricing might be too high, causing customers to be interested in your product but lack strong add-to-cart and purchase intent.

Preliminary analysis suggests that while your ad clicks are good, customers lack interest after visiting your website. This could be due to an inadequate landing page setup or excessively high pricing, resulting in significant customer attrition.

Davvyzem said:

Hi everyone,

I’m running a Meta (Facebook/Instagram) sales campaign targeting the USA for my designer handbag store, and I’m trying to figure out what might be going wrong.

Current stats after about 4.5 days:

* Spend: $132
* Impressions: 7,502
* CTR: 4.64%
* CPC: $0.38
* Link Clicks: 348
* Add to Cart: 10
* Initiated Checkout: 6
* Purchases: 0

The ad seems to be getting good clicks and a decent CTR, but conversions are very low.

I’ve attached a screenshot of the ad creative.

Would really appreciate any honest feedback from experienced advertisers.

Click to expand...

High click-through rates (CTR) without conversions are often due to a mismatch between the ad message and the landing page experience, click fraud, or targeting the wrong audience. Optimize by synchronizing ad content with the landing page, optimizing page load speed, using Smart Bidding, and excluding low-quality IPs/audiences to increase conversion rates.

Main reasons and solutions:
1. Ad-landing page mismatch: Ad content promises something the landing page doesn't deliver (e.g., price, features), leading to disappointment and user departure.
Solution: Ensure the ad title and content are consistent with the information and offers on the landing page.

2. Spam or low-quality clicks: Traffic comes from bargain hunters, casual clickers, or bots instead of potential customers.
Solution: Use Smart Bidding (tCPA/Maximize Conversions) to allow AI to learn and avoid non-buying audiences. Exclude IPs or audience files with excessively short time on the page.

3. Poor landing page experience: Landing pages load slowly, are difficult to navigate, or lack clear "Buy Now/Contact Us" (CTA) buttons.

Solution: Optimize page load speed (e.g., use Google AMP) and simplify the checkout process.

4. Target audience mismatch: Ads attract users who lack the ability or need to purchase the premium product.

Solution: Narrow your geographic, demographic, or behavioral targeting to focus on users with a high purchase rate.

Lincon14 said:

CTR and CPC actually look pretty solid for a US campaign, so the ad itself is clearly getting attention, but the drop from 348 clicks to 0 purchases usually points more to a **landing page or trust issue** than the ad. I’d double check things like site speed, pricing vs competitors, product page credibility (reviews, policies, brand perception), because a lot of Meta traffic clicks out of curiosity but won’t convert if the store doesn’t immediately build trust.

Click to expand...

Thank you for your detailed reply.
My product is replica handbags priced at $200+.
I have also checked my competitors’ prices, and many of them are selling the same type of bags at even higher prices than mine.
My landing page speed is also good (around 95 on mobile).
I have been running the ads for about 5 days now.
Should I wait another 2–3 days, or should I make changes such as improving the landing page and adding new ad creatives?

it means it's probably your websitr that is the problem. How did you optimize it?

Have you tested the checkout page? Are there any issues? Or have you checked if the product prices are too high?

NAM AGENCY said:

Have you tested the checkout page? Are there any issues? Or have you checked if the product prices are too high?

Click to expand...

Yes my checkout page worked fine, and my product price is between $200 to $250

Davvyzem said:

Hi everyone,

I’m running a Meta (Facebook/Instagram) sales campaign targeting the USA for my designer handbag store, and I’m trying to figure out what might be going wrong.

Current stats after about 4.5 days:

* Spend: $132
* Impressions: 7,502
* CTR: 4.64%
* CPC: $0.38
* Link Clicks: 348
* Add to Cart: 10
* Initiated Checkout: 6
* Purchases: 0

The ad seems to be getting good clicks and a decent CTR, but conversions are very low.

I’ve attached a screenshot of the ad creative.

Would really appreciate any honest feedback from experienced advertisers.

Click to expand...

Your product may not be compelling enough to generate strong conversions, or the pricing might not be competitive, which could reduce customers’ interest in buying.

You may need to improve the landing page, also compare the price with other website. Price also could be the reason.

From what I've observed, your click-through rate (CTR) and cost per click (CPC) are good, but if clicks plummet to zero purchases, check your website speed, pricing, and product page trustworthiness. Many clicks stem from curiosity, but they won't convert if customers don't feel an immediate sense of trust.

CTR and CPC look pretty good, so the ad itself might not be the main problem. It could be the product page, pricing, or trust factors on the site. If people are clicking but not buying, I’d start checking the landing page experience.

ctr looks good so ad is doing its job, problem might be on product page like price, trust or checkout friction.

The problem could lie in the website, pricing, shipping costs, or trust level, causing customers to add items to their cart but not complete the purchase. You can compare your landing page to those of your competitors, or consider whether everything has been optimized from a customer's perspective.

Your ads actually look fine. CTR and CPC are pretty solid for the US market. The drop is happening after the click.348 clicks → 10 add to cart → 6 checkout → 0 purchase usually means something on the website is stopping people (price, shipping cost/time, trust, reviews, checkout experience, etc.) You should check and fix those things to see if the results improve

This is quite common with products in the US; they get a lot of impressions but the conversion rate is almost zero. It seems that US customers are too familiar with such advertisements, and their preference for buying genuine products is increasing, causing the conversion rate to decrease.

While advertising metrics are showing strong appeal, to truly boost revenue, businesses need to focus on perfecting their landing pages. Once user interest reaches its peak, building trust through a professional interface, transparent policies, and smooth operation is the ultimate key. Don't just stop at clicks; turn customer curiosity into decisive purchase actions with the most reliable brand experience.

Please check your website. I see your click-through rate is quite good, but it's not yet showing results. Consider adding objective product reviews so that potential buyers can trust your products.Please check your website. I see your click-through rate is quite good, but it's not yet showing results. Consider adding objective product reviews so that potential buyers can trust your products.

In my opinion, my landing page is well optimized. It includes trust badges, Trustpilot reviews, and a smooth add-to-cart and checkout process.

If anyone would like to take a look, feel free to DM me and I can share the landing page URL for feedback.

Davvyzem said:

Hi everyone,

I’m running a Meta (Facebook/Instagram) sales campaign targeting the USA for my designer handbag store, and I’m trying to figure out what might be going wrong.

Current stats after about 4.5 days:

* Spend: $132
* Impressions: 7,502
* CTR: 4.64%
* CPC: $0.38
* Link Clicks: 348
* Add to Cart: 10
* Initiated Checkout: 6
* Purchases: 0

The ad seems to be getting good clicks and a decent CTR, but conversions are very low.

I’ve attached a screenshot of the ad creative.

Would really appreciate any honest feedback from experienced advertisers.

Click to expand...

I think Facebook had a distribution error, and that's when it happened.