Struggling with Facebook ad performance?
Your metrics are already telling you why – you just need to know how to read them.
Here’s a simple breakdown of the key signals – and what they actually mean for your creative.
1. High Hook Rate, Low Conversions
People stop scrolling – but don’t buy.
Why?
- The hook grabs attention but isn’t tied to your product
- It feels clickbaity or misleading
- The product reveal doesn’t match the energy of the intro
Fix it:
- Make your hook relevant to what you’re selling
- Bring your CTA in earlier
- Strengthen the link between your hook and product outcome
2. Low Hook Rate, High Conversions
The ones who watch, convert. But most people scroll past.
Why?
- Your opening is flat
- Thumbnail doesn’t spark interest
- There’s nothing that interrupts the pattern
Fix it:
- Test at least 5 radically different intros
- Try split screens or bold visuals early on
- Lead with your biggest benefit or pain point
3. High Conversion Rate, Low Click-Through Rate
Your landing page is doing its job – but the ad isn’t pulling people in.
Why?
- Weak or unclear CTA
- No urgency to act
- Copy lacks compelling reason to click
Fix it:
- Make your CTA stand out – visually and verbally
- Add urgency or limited-time angles
- Focus your copy on specific outcomes or emotional payoffs
4. High Click-Through Rate, Low Conversion Rate
People click, but then bounce.
Why?
- Disconnect between ad and landing page
- The page is overwhelming or hard to navigate
- The ad creates expectations the site doesn’t meet
Fix it:
- Keep your message consistent from ad to page
- Simplify your layout and reduce friction
- Use similar visuals across ad and site
5. High CTR, Low Hook Rate
Clicks are coming in – but barely anyone watches your video.
Why?
- Misleading thumbnails
- Copy doesn’t match the creative
- You’re attracting the wrong traffic
Fix it:
- Use thumbnails that reflect the actual offer
- Align hook, copy and creative
- Remove anything that overpromises
Post inspired by: Evan Carroll
