Let's picture a scene:

CTR: 2.98%
ROAS: 17.23

CTR: 0.67%
ROAS: 19.32

What should we do? Pause ad A or ad B?

First, Pareto Ads would run a conversion experiment. With this, we would see that the significance level is only 78% for conversion, which is inconclusive.

Then we would run a CTR experiment, leading our software to conclude with a 98% significance level that ad A is better than ad B.

So even if your campaign is targeting a better ROAS, you should go ahead and pause AD B, since it's better ROAS has no significance level.

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