Blocks are generic — only the labelled stages carry meaning, because they are the stages findings were tagged with. Cyan is working, magenta broken. Rates are never shown as point values: each stage reports the published benchmark, the direction against it, and how much sample sits behind that call.
Specific tool-stack callout drives clicks
In Creative A and B, naming "Splunk, ServiceNow, and PagerDuty" alongside "fragmented alerts" makes the hook highly specific to multi-tool environments, prompting incident-response leaders to click to verify signal unification.
Reason code hook specific · seen on Creative A and Creative B
“They call out fragmented alerts across Splunk, ServiceNow and PagerDuty — that multi-tool alert pain is exactly what I'm dealing with.”
Captured during the pass, not written afterwards.
Recorded at the impression stage — 15 clicks of 180 impressions.
Roles that reacted: Champion, Technical Decision Maker, Economic Buyer
15 clicks of 180 impressions
low confidence at 5% · sample 180 · severity low · stage counter
Named pain point (fragmented alerts slowing response) resonates
The ad’s problem statement—"fragmented alerts make a fast response harder"—clearly names the operational pain, aligning with Major Incident and ITSM owners’ day-to-day friction and improving click-through intent.
Reason code pain point named · seen on Creative A and Creative B
“They call out fragmented alerts across Splunk, ServiceNow and PagerDuty — that’s the exact multi-tool signal-silo problem slowing our incident response.”
Captured during the pass, not written afterwards.
Recorded at the impression stage — 47 clicks of 180 impressions.
Roles that reacted: Champion, Technical Decision Maker, Economic Buyer
47 clicks of 180 impressions
low confidence at 20% · sample 180 · severity low · stage counter
Credible enterprise scale anchor supports the click decision
The ad provides a concrete scale proof point—"UnitedHealth insures 50M+ people"—which adds credibility and stakes for protecting "critical health platforms," helping enterprise buyers take the message seriously enough to click.
Reason code credible numbers · seen on Creative A and Creative B
“UnitedHealth called out by name and the ad lists Splunk/ServiceNow/PagerDuty plus ‘unify signals into one incident view’ — I want to see integration details and real MTTR outcomes.”
Captured during the pass, not written afterwards.
Recorded at the impression stage — 46 clicks of 180 impressions.
Roles that reacted: Economic Buyer, Champion, Technical Decision Maker
46 clicks of 180 impressions
low confidence at 20% · sample 180 · severity low · stage counter
Landing page reinforces the ad promise with UHG case study + integrations
Post-click, the page matches the ad’s "unify signals" promise by featuring a "UnitedHealth case study" plus explicit "Integrations (ServiceNow, PagerDuty, Jira)" and "IT Knowledge Graph," reducing doubt that the single-incident view is real.
Reason code promise delivered · seen on Creative A and Creative B
“UnitedHealth case study + visible integrations (ServiceNow, PagerDuty, Jira) and a clear 'Get a demo' CTA — worth scheduling to validate real-data correlation and bi-directional ITSM workflow.”
Captured during the pass, not written afterwards.
Recorded at the landing page stage — 16 conversions of 108 clicks.
Roles that reacted: Technical Decision Maker, Champion, Economic Buyer
16 conversions of 108 clicks
low confidence at 9% · sample 180 · severity low · stage counter
LP pushes demo/contact with no low-effort deliverable
Creative A/B say acemecorp can "unify signals into one incident view" and use a low-commitment CTA ("Learn more"), but the destination’s primary CTAs are "Get a demo" / "Contact us" without an immediate, concrete takeaway, making the next step feel too high-effort.
Reason code offer not worth form effort · seen on Creative A and Creative B
“Hero matches the ad, but the page pushes 'Get a demo' / contact sales without concrete metrics or clear integration proof (ServiceNow/PagerDuty details or real-data outcomes), so not worth giving my contact now.”
Captured during the pass, not written afterwards.
Recorded at the form stage — 88 bounces of 108 clicks.
Roles that reacted: Champion, Economic Buyer, Technical Decision Maker
88 bounces of 108 clicks
high confidence at 73% · sample 180 · severity critical · stage counter
Ad hook is too generic: 'unify signals' lacks concrete outcome
Creative A/B lead with "fragmented alerts" and "unify signals into one incident view," but the hook stays at category level and doesn’t specify a measurable outcome or concrete behavior, so it doesn’t earn a stop-scroll.
Reason code hook too generic · seen on Creative A and Creative B
“Mentions 'fragmented alerts' and lists tools, but gives no specific outcome or numbers on noise reduction or integration details — too generic for me to stop scrolling.”
Captured during the pass, not written afterwards.
Recorded at the impression stage — 72 ignores of 180 impressions.
Roles that reacted: Champion, Economic Buyer, Technical Decision Maker
72 ignores of 180 impressions
medium confidence at 33% · sample 180 · severity medium · stage counter
LP lacks concrete integration proof tied to tools named in ad
The ad explicitly calls out "Splunk, ServiceNow, and PagerDuty" and promises unification, but the destination doesn’t surface clear integration specifics at the decision point, so clickers don’t see proof that the stated tool-sprawl is actually unified.
Reason code asset value unclear · seen on Creative A and Creative B
“Hero and UnitedHealth case study line up with the ad, but the page pushes a demo/sales contact and shows no clear bi-directional ITSM integration or hard outcome metrics. Not worth scheduling a sales demo right now.”
Captured during the pass, not written afterwards.
Recorded at the form stage — 1 bounces of 108 clicks.
Roles that reacted: Champion, Technical Decision Maker, Economic Buyer
1 bounces of 108 clicks
low confidence at 0% · sample 180 · severity low · stage counter
Everything the run found
What to fix, in the order the funnel loses people
Ranked against recorded drop-off, not creative order. Every fix sits on the stage it repairs; tick fixes and the rail on the right shows which stages stop leaking.
Each mark is a fix, sitting on the stage whose recorded drop-off it repairs — the same spine the working and broken findings are pinned to. Pick one to open its record.
Add a low-effort LP primary CTA: “Get the Splunk+ServiceNow+PagerDuty Incident Unification Checklist (PDF)” with inline ungated preview + optional email delivery; demote “Get a demo” to secondary.
Form · critical severity · closes B1 · unblocks CH · EB · TD
The current LP jumps to high-commitment demo/contact CTAs, creating a mismatch with the low-commitment “Learn more” ad intent and reducing perceived value for the click. A concrete takeaway lowers effort while still progressing qualified visitors.
Add a “See it in action” LP section with 3 annotated screenshots/GIF: alert ingestion (Splunk), ticket sync (ServiceNow), on-call routing (PagerDuty) + one-paragraph “how it works” sequence.
Form · critical severity · closes B3 · B1 · unblocks CH · EB · TD
Clickers need concrete evidence that disparate tools are unified beyond a generic claim. A simple, visual flow tied to the ad’s tool stack makes the unification promise legible without requiring a demo first.
If any form remains, switch to 2-field capture (work email + role) and label it “Email me the checklist” while keeping a no-form “View online” option; remove phone/company size until post-download.
Form · critical severity · closes B1 · unblocks CH · EB · TD
The LP currently asks for a high-commitment next step, which heightens friction versus the ad’s low-commitment CTA. Minimal capture aligned to a clear deliverable reduces effort while preserving an opt-in path for follow-up.
Rewrite Creative A/B headline to a concrete outcome: “Cut MTTR by unifying Splunk + ServiceNow + PagerDuty into one incident timeline” (or “Stop swivel-chair triage—one incident view across Splunk/ServiceNow/PagerDuty”).
Impression · medium severity · closes B2 · unblocks CH · EB · TD
“Unify signals” is category-level and doesn’t specify a tangible result or behavior change, so it doesn’t earn attention. An outcome-first hook tied to the named tools clarifies value and improves stop-scroll relevance.
Above the fold, add an “Integrates with” strip + 3 short proof bullets: “Pulls alerts from Splunk,” “Syncs tickets bi-directionally with ServiceNow,” “Routes/ack with PagerDuty,” each linking to the exact integration page.
Form · low severity · closes B3 · unblocks CH · EB · TD
The ads name Splunk, ServiceNow, and PagerDuty, but the LP doesn’t show integration specifics at the decision point. Immediate, tool-named proof closes the credibility gap and reassures clickers the promised unification is real.
Nothing ticked — 2 stages of the funnel still leak.
Tick a fix to see what stops leaking
How each buyer moved — and where they stopped
Every compiled buyer cleared the feed and clicked — the ad is not the constraint. Where they stop, and why their own priors stop them, is below. Creative B’s benchmark-anchored CTR suggests the message is resonating, and its CVR indicates the path can convert. The main friction is "LP pushes demo/contact with no low-effort deliverable": ads offer a low-commitment "Learn more," but the page forces "Get a demo"/"Contact us" with no immediate takeaway, creating a commitment cliff.
Selecting a cell retrieves a stored record. It does not compose a new answer.
Champion
Director, Major Incident & Problem Management
Served in every declared behavioural state before this buyer had any reason to care. What survived that is below.
In Creative A and B, naming "Splunk, ServiceNow, and PagerDuty" alongside "fragmented alerts" makes the hook highly specific to multi-tool environments, prompting incident-response leaders to click to verify signal unification.
Creative A/B lead with "fragmented alerts" and "unify signals into one incident view," but the hook stays at category level and doesn’t specify a measurable outcome or concrete behavior, so it doesn’t earn a stop-scroll.
Champion
Director, Major Incident & Problem Management
The moment the promise made in the feed meets the page. This is where the scent trail either holds or breaks for this buyer.
The Director, Major Incident & Problem Management said the "Hero matches the ad" and that the "Hero + UnitedHealth case study are relevant," but felt the page pushes "Get a demo" / contact sales without "concrete metrics" or "clear integration proof."
The Director, Major Incident & Problem Management noted the hero and UnitedHealth case study match the ad, but reacted negatively to the sales-forward “Get a demo” CTA and said it was “not worth handing contact now.”
Champion
Director, Major Incident & Problem Management
Conditional on this persona reaching the destination (independent of whether they would have clicked).
Director, Major Incident & Problem Management is converting strongly because the hero headline about protecting critical health platforms, the UnitedHealth case study and ‘trusted by enterprise IT teams’ signals align directly with incident- and problem-management priorities and the platform’s AI detection and response capabilities.
Champion
Director, Major Incident & Problem Management
The Director, Major Incident & Problem Management liked the ad's hook but dropped out when the landing page pushed a 'Get a demo' contact form without concrete metrics or clear ServiceNow/PagerDuty integration proof.
Landing page required contact/demo while lacking tangible results or explicit ServiceNow/PagerDuty integration details, so the offer wasn't worth submitting a form.
Must integrate bi-directionally with our ITSM and collaboration tools so responders stay in their existing workflows
Technical Decision Maker
Director, ITSM Platform Engineering (ServiceNow Platform Owner)
Served in every declared behavioural state before this buyer had any reason to care. What survived that is below.
In Creative A and B, naming "Splunk, ServiceNow, and PagerDuty" alongside "fragmented alerts" makes the hook highly specific to multi-tool environments, prompting incident-response leaders to click to verify signal unification.
Creative A/B lead with "fragmented alerts" and "unify signals into one incident view," but the hook stays at category level and doesn’t specify a measurable outcome or concrete behavior, so it doesn’t earn a stop-scroll.
Technical Decision Maker
Director, ITSM Platform Engineering (ServiceNow Platform Owner)
The moment the promise made in the feed meets the page. This is where the scent trail either holds or breaks for this buyer.
The Director, ITSM Platform Engineering (ServiceNow Platform Owner) said the "Hero matches the ad" and mentions a "UnitedHealth case study," but cited missing "ServiceNow bi-directional integration details" and "hard noise-reduction numbers" while the primary CTAs are "Get a demo" / "Contact us."
The Director, ITSM Platform Engineering (ServiceNow Platform Owner) felt the page “matches the UnitedHealth hook,” but said it wasn’t worth giving contact info because the primary CTA is a demo/contact and it lacks “bi-directional” ServiceNow proof and “hard noise-reduction” metrics above the fold.
Technical Decision Maker
Director, ITSM Platform Engineering (ServiceNow Platform Owner)
Conditional on this persona reaching the destination (independent of whether they would have clicked).
Director, ITSM Platform Engineering (ServiceNow Platform Owner)’s experience is roughly representative: the page acknowledges integrations and platform capabilities like ServiceNow but focuses on product overview and a case study instead of deeper integration or implementation specifics that platform owners scrutinize.
Technical Decision Maker
Director, ITSM Platform Engineering (ServiceNow Platform Owner)
The Director, ITSM Platform Engineering (ServiceNow Platform Owner) declined to hand over contact details—skeptical about a page that only pushes a demo form without bi-directional ServiceNow proof or clear noise-reduction metrics.
Landing page asks for contact/demo before showing ServiceNow-specific validation or quantified noise-reduction outcomes (OFFER_NOT_WORTH_FORM_EFFORT).
Must provide proven bi-directional integration with ServiceNow ITSM (create/update/close, assignment, and state synchronization) without breaking existing governance
Economic Buyer
VP of IT Service Management
Served in every declared behavioural state before this buyer had any reason to care. What survived that is below.
In Creative A and B, naming "Splunk, ServiceNow, and PagerDuty" alongside "fragmented alerts" makes the hook highly specific to multi-tool environments, prompting incident-response leaders to click to verify signal unification.
Creative A/B lead with "fragmented alerts" and "unify signals into one incident view," but the hook stays at category level and doesn’t specify a measurable outcome or concrete behavior, so it doesn’t earn a stop-scroll.
Economic Buyer
VP of IT Service Management
The moment the promise made in the feed meets the page. This is where the scent trail either holds or breaks for this buyer.
The VP of IT Service Management noted the page "matches the ad" and shows a "UnitedHealth case study" but said it mainly offers a "Get a demo/Contact us" path with "no auditable ROI" and "no pricing or low-effort download."
The VP of IT Service Management said the page aligns on the UnitedHealth hook and case study, but found the offer “not worth handing over contact details” due to “Get a demo” / “Contact us” and “no auditable ROI” or “clear pricing.”
Economic Buyer
VP of IT Service Management
Conditional on this persona reaching the destination (independent of whether they would have clicked).
VP of IT Service Management’s experience is roughly representative: the LP’s enterprise trust signals and high-level outcomes address executive concerns but the content centers on a single customer narrative and product overview rather than tailored governance or strategic-metrics detail.
Economic Buyer
VP of IT Service Management
The VP of IT Service Management declined to hand over contact after the landing page matched the ad but only offered a 'Get a demo' sales path with no auditable ROI or pricing, citing OFFER_NOT_WORTH_FORM_EFFORT.
Gated contact/demo without auditable ROI or pricing — the offer wasn't worth the form effort (OFFER_NOT_WORTH_FORM_EFFORT).
Must provide an auditable ROI model (MTTR reduction, fewer escalations/bridge calls, lower ITSM operational cost) with baseline + post-implementation measurement plan.
The scent trail, creative by creative
What the ad promised, set against what the destination actually said1 of 3 promises are answered in the page’s own words. Links are drawn only where the destination repeats the ad — nothing is inferred.
1 of 4 promises are answered in the page’s own words. Links are drawn only where the destination repeats the ad — nothing is inferred.
Walk any finding back to what produced it
Specific tool-stack callout drives clicks
Working · Impression stage · low severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“They call out fragmented alerts across Splunk, ServiceNow and PagerDuty — that multi-tool alert pain is exactly what I'm dealing with.”
Verbatim from the run file, not rewritten · reason code hook specific · seen on Creative A and Creative B
15 clicks of 180 impressions
low confidence at 5% · sample 180 · severity low
15 clicks of 180 impressions
low confidence at 5% · sample 180 · severity low
stage counter
Named pain point (fragmented alerts slowing response) resonates
Working · Impression stage · low severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“They call out fragmented alerts across Splunk, ServiceNow and PagerDuty — that’s the exact multi-tool signal-silo problem slowing our incident response.”
Verbatim from the run file, not rewritten · reason code pain point named · seen on Creative A and Creative B
47 clicks of 180 impressions
low confidence at 20% · sample 180 · severity low
47 clicks of 180 impressions
low confidence at 20% · sample 180 · severity low
stage counter
Credible enterprise scale anchor supports the click decision
Working · Impression stage · low severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“UnitedHealth called out by name and the ad lists Splunk/ServiceNow/PagerDuty plus ‘unify signals into one incident view’ — I want to see integration details and real MTTR outcomes.”
Verbatim from the run file, not rewritten · reason code credible numbers · seen on Creative A and Creative B
46 clicks of 180 impressions
low confidence at 20% · sample 180 · severity low
46 clicks of 180 impressions
low confidence at 20% · sample 180 · severity low
stage counter
Landing page reinforces the ad promise with UHG case study + integrations
Working · Landing page stage · low severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“UnitedHealth case study + visible integrations (ServiceNow, PagerDuty, Jira) and a clear 'Get a demo' CTA — worth scheduling to validate real-data correlation and bi-directional ITSM workflow.”
Verbatim from the run file, not rewritten · reason code promise delivered · seen on Creative A and Creative B
16 conversions of 108 clicks
low confidence at 9% · sample 180 · severity low
16 conversions of 108 clicks
low confidence at 9% · sample 180 · severity low
stage counter
LP pushes demo/contact with no low-effort deliverable
Broken · Form stage · critical severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“Hero matches the ad, but the page pushes 'Get a demo' / contact sales without concrete metrics or clear integration proof (ServiceNow/PagerDuty details or real-data outcomes), so not worth giving my contact now.”
Verbatim from the run file, not rewritten · reason code offer not worth form effort · seen on Creative A and Creative B
88 bounces of 108 clicks
high confidence at 73% · sample 180 · severity critical
88 bounces of 108 clicks
high confidence at 73% · sample 180 · severity critical
stage counter
Ad hook is too generic: 'unify signals' lacks concrete outcome
Broken · Impression stage · medium severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“Mentions 'fragmented alerts' and lists tools, but gives no specific outcome or numbers on noise reduction or integration details — too generic for me to stop scrolling.”
Verbatim from the run file, not rewritten · reason code hook too generic · seen on Creative A and Creative B
72 ignores of 180 impressions
medium confidence at 33% · sample 180 · severity medium
72 ignores of 180 impressions
medium confidence at 33% · sample 180 · severity medium
stage counter
LP lacks concrete integration proof tied to tools named in ad
Broken · Form stage · low severity · Creative A and Creative B
CH Champion · TD Technical Decision Maker · EB Economic Buyer
4b5b34fe9f6ab081 e238e8d37fabcffc 7809afcbe75bb81f
“Hero and UnitedHealth case study line up with the ad, but the page pushes a demo/sales contact and shows no clear bi-directional ITSM integration or hard outcome metrics. Not worth scheduling a sales demo right now.”
Verbatim from the run file, not rewritten · reason code asset value unclear · seen on Creative A and Creative B
1 bounces of 108 clicks
low confidence at 0% · sample 180 · severity low
1 bounces of 108 clicks
low confidence at 0% · sample 180 · severity low
stage counter
Reproducibility record
Everything needed to re-execute this run and diff the result against it.
Running a prompt vs running this simulation
Same question · different machinery 180 passes, replayable by fingerprint.What went in, before the artifact was seen
180 passes · 90 seeds · 3 behavioural profiles · 3 compiled buyersEach mark is one independent pass of one compiled buyer over one creative. Roles are never averaged — the funnel matrix is assembled from per-role outcomes afterwards.
Every seeded buyer is drawn into one of these states before the ad is served — half the run reads the feed distracted, a quarter reads it hunting for the catch. A finding that only survives the ideal state is not the same evidence as one that survives all three.
Rates are reported as direction against these published benchmarks, with the sample behind the call — never as a point estimate. anchored = benchmark x (raw / sim_reference), clamped to [0.05x, 5x] benchmark
Input 3 · the committee, as compiled
Frozen by fingerprint before the campaign ran. Re-run the same fingerprints and you get the same buyers.
Director, Major Incident & Problem Management · Healthcare and Medical · Hospital & Health Care
Motivated, internally visible change-agent who moves fast when a solution makes them look credible across leadership, but demands proof it will land smoothly in the existing ITSM/IM stack.
- Correlation value collapses if upstream alerts are not perfectly normalized and the vendor has no practical path to remediation
- Any sign that core capabilities required for incident automation are gated behind surprise upsells or unclear packaging
- Must integrate bi-directionally with our ITSM and collaboration tools so responders stay in their existing workflows
- Must demonstrate measurable reduction in alert noise and faster triage using our real incident data (not a toy demo)
Director, ITSM Platform Engineering (ServiceNow Platform Owner) · Healthcare and Medical · Hospital & Health Care
Adopts only when the platform proves it can preserve systems integrity at scale with verifiable integrations, deterministic controls, and measurable noise reduction.
- Requires ripping and replacing existing monitoring/observability investments to achieve baseline value
- Cannot explain or control correlation/automation logic well enough to pass platform engineering review and change governance
- Must provide proven bi-directional integration with ServiceNow ITSM (create/update/close, assignment, and state synchronization) without breaking existing governance
- Must demonstrate measurable alert-noise reduction and incident deduplication at enterprise scale using our real data (not a toy dataset)
VP of IT Service Management · Healthcare and Medical · Hospital & Health Care
Adopts only when ROI is proven with auditable financials, clear ownership, and low downside risk; otherwise defaults to delay or reject.
- No transparent, defensible pricing and no clear breakdown of what is included versus add-on upsells for core workflows.
- High implementation risk: requires highly normalized upstream data with no realistic plan/timeline to get there, making outcomes uncertain.
- Must provide an auditable ROI model (MTTR reduction, fewer escalations/bridge calls, lower ITSM operational cost) with baseline + post-implementation measurement plan.
- Must integrate bi-directionally with our ITSM and collaboration tools (and support SSO via IdP) without forcing a rip-and-replace of existing monitoring.