# Fictional example output

For purchases, a1 has the better observed CPA ($20 versus $25), while a2 has the higher CTR (3.00% versus 2.00%). Choosing a2 solely for clicks would ignore the stated outcome.

| Creative | Spend | Clicks | Purchases | Click-to-purchase | CPA |
| --- | ---: | ---: | ---: | ---: | ---: |
| a1 | $600 | 1,200 | 30 | 2.50% | $20.00 |
| a2 | $400 | 1,200 | 16 | 1.3333% | $25.00 |

This is directional evidence from non-random optimized delivery, not an A/B winner or creative causal effect. Reach cannot be added across creatives without overlap data. Next: test the two concepts under a feasible controlled design with purchase outcome and matched maturity; verify whether click intent or post-click experience explains the mismatch. No unsupported ROAS or statistical significance claim was made. No campaign changes applied.