What is ATC?
An ad-conversion event measuring how many viewers added the product to their cart after clicking. Healthy add-to-cart rate (post-click) for UGC ads in DTC is 8% or higher. Between 4-8% is worth investigating. Below 4% usually means landing page or message-match is the problem, not the ad.
ATC rate is the cleanest leading indicator of intent in the funnel — closer to ROAS than CTR is, but available within 24-48 hours instead of 7-14 days. Pick ad winners by ATC rate during the discovery loop, not by ROAS. The most common reasons for low ATC despite healthy CTR: page-message mismatch, slow page speed (LCP above 2.5s on mobile 4G), no social proof above the fold, and broad audience targeting that delivers cheap clicks from the wrong segment.
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