Stop Looking at ROAS First
đ Add-to-cart is the first real pulse of intent, Replying Boosts engagement across every platform, and more!
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đ If Add-to-card Drops, your Ad Is Dead
đŹ Replying Boosts Engagement Across Every Platform
đ Tweet of the Day
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đ If Add-to-card Drops, your Ad Is Dead
Every time an ad dips, teams rush to check ROAS, even though itâs the slowest, noisiest signal in the whole system. The operators who scale reliably donât start at the bottom of the funnel; they âcompressâ the entire story into its tightest, most honest checkpoints.
CTR, CPC, and ATC, nothing else, tell you whether an ad deserves to live or was never built properly in the first place.
1ď¸âŁ Why ROAS Is the Last Place You Should Look
ROAS is influenced by attribution windows, timing, audience overlap, blended channels, and a dozen other things youâll never control.
Itâs the ending of the story, not the core of the story. If you start your diagnosis here, youâre already too late.
2ď¸âŁ CTR: The Spark That Decides Whether the Idea Even Had a Chance
CTR doesnât just measure curiosity; it measures whether the idea resonated strongly enough to interrupt someoneâs scrolling reflex.
A weak CTR is not a performance problem; itâs an idea problem. When CTR is soft, no optimization downstream will ever compensate for the lack of initial relevance.
3ď¸âŁ CPC: Metaâs Unfiltered Opinion of Your Ad
CPC quietly reveals how easily Meta can find people who lean into your message.
Cheap CPC means the algorithm sees scalable demand; expensive CPC means youâre forcing distribution into rooms where nobody cares. You learn more about the future of an ad from CPC than youâll ever learn from last-click conversions.
4ď¸âŁ ATC: The First Real Moment of Intent
ATC is where polite curiosity becomes meaningful interest.
If people stop at the product page, you donât have an ad problem; you have a site or offer problem, but if they reach the product page and refuse to add, the pitch didnât match the promise, and the ad loses its right to continue spending.
Compression cuts through the noise and shows you whether an ad is structurally healthy before ROAS makes you panic. It prevents you from killing winners on bad days and wasting money propping up ideas that never had traction.
When CTR, CPC, and ATC hold steady, the ad is alive; everything else is timing, attribution, and noise.
đŹ Replying Boosts Engagement Across Every Platform
Buffer analyzed nearly two million posts across six platforms to measure whether replying to comments lifts engagement. Using fixed-effects regression, they compared each account to itself for accuracy.
The Breakdown:
1. Threads - Replying drives a massive 42% engagement lift because Threads treats replies as core content. Two-thirds of accounts outperform their baseline when they engage back.
2. LinkedIn - Replies boost engagement by 30%, validated across 72,000 posts. LinkedIn rewards visible conversation threads, and comment impressions amplify reach beyond the original post.
3. Instagram - Replying increases engagement by 21% even after controlling for comment volume. Instagramâs ranking favors creators who build active discussion loops.
4. Facebook - Replies generate a 9% reaction lift across more than one million posts. The effect is smaller but steady, showing Facebook still rewards active comment participation within its mature engagement ecosystem.
5. X - Replying yields an 8% engagement increase, though sample sizes were smaller. Within-account comparisons confirm replies elevate post visibility despite algorithmic differences across free and premium account tiers.
Replies trigger deeper interaction loops, extending post lifespan across feeds. For DTC and brand accounts, responding compounds reach, strengthen loyalty, and boost organic performance, a simple, underused growth lever.
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