Case Study: How Cloaked and Rise Science Cut Cost per Purchase With Creator Pages

Cloaked and Rise Science both run Meta ads from their own brand page and from Whitelisters creator pages. Over the periods we measured, cost per purchase was 18% lower on creator pages for Cloaked ($160.52 against $196.52) and 35% lower for Rise Science ($25.01 against $38.55). These are comparisons of live spend, not controlled tests, and the method and exclusions are below.

Both brands are Whitelisters customers and agreed to be named. The numbers come from Meta Ads data for each account, read through the Meta Marketing API, with purchases counted as Meta reports them (web and app combined, default attribution).

Who are Cloaked and Rise Science?

Cloaked is a consumer privacy app: its ads tell people to stop giving their real phone number and email to strangers. Rise Science is a sleep app. Both sell a subscription to consumers, both spend at scale on Meta, and both run creative built by Mindful, the agency behind Whitelisters, from a mix of their own page and creator pages.

How did we measure it?

• Which ads count as ours. Every ad Mindful builds carries the tag MDFL in its name. MDFL ads on creator pages are the Whitelisters side of each comparison.
• Cloaked, last 30 days. MDFL ads on creator pages against every other ad on Cloaked’s own brand page. The creative differs between the two sets.
• Rise Science, last 90 days. The same MDFL ad concepts on 12 creator pages against MDFL concepts on the brand page, so the creative is like for like. 24 concepts ran on both.
• Purchases. Meta’s purchase event, web plus app, default attribution. We also report pixel-only purchases where it changes the picture.
• Excluded. For Cloaked: whitelisted ads not built by Mindful (240 ads, $638K, $197 per purchase) and the 16 MDFL ads that ran on the brand page ($8.8K spend, too small to compare).

What happened for Cloaked?

The detail worth noticing is the CPM. Cloaked’s creator-page ads cost more to show, about $34.84 against $27.09 per thousand impressions, and still came out cheaper per purchase. The ads converted better than they cost. This comparison is the weaker of the two because the creative is not the same on both sides: Mindful-built ads on creator pages against the brand page’s own mix.

What happened for Rise Science?

Rise Science is the cleaner comparison because the creative is the same. The 24 concepts that ran on both the brand page and creator pages cost $24.34 per purchase on creator pages and $38.02 on the brand page, so the gap comes from where the ad runs, not from which ad it is. Here the creator pages were also cheaper to show, 26% lower CPM, so both halves of the equation moved the same way.

A worked example on these rates: $10,000 of spend buys about 259 purchases at the brand page’s $38.55 and about 400 at the creator pages’ $25.01. That is arithmetic on the measured averages, not a forecast; the next $10,000 on any account will not land exactly on either number.

Why did CPM go up for one brand and down for the other?

Cost per thousand impressions is set by the auction, and the auction weighs the bid, the estimated action rate and ad quality, so the same page identity can land in different places for different audiences, placements and bid strategies. What both brands share is the outcome that matters: more purchases per dollar when the ad runs from a creator page. Meta’s own description of partnership ads points at the mechanism, signals from both accounts for improved ranking and incremental performance.

What do these numbers not show?

• They are not controlled tests. No audience split, no holdout. For a one-variable A/B result, see our Experiments test.
• Cloaked’s creative differs between the two sides. Part of its gap may be the creative, not the page.
• The windows differ. 30 days for Cloaked, 90 for Rise Science, chosen to match each account’s volume.
• Purchases are Meta-reported with each account’s own event definition and default attribution, not back-end revenue. Pixel-only figures are included so you can see the direction holds without app events.
• Two brands. Both subscription apps, both at scale. Your category may behave differently.

What does this mean for your account?

Two brands with different products, windows and creative mixes paid less per purchase when the ad ran from a creator page, and a controlled test on a third account pointed the same way. The sensible response is not to move the whole budget; it is to run one clean split on your own account. Request permission on a creator page, build the ad with the identity changed and nothing else, and read the result after seven days. Whitelisters covers every roster page for one flat price per brand Instagram account; see the pricing page.