https://www.facebook.com/business/help/1738164643098669
About split testing
Split testing lets you test different versions of your ads so you can see what works best and improve future campaigns. For example, you can test the same ad on two different audiences to see which ad performed better. Or, to test two delivery optimizations to determine which selection yields better results.
To get started, navigate to Ads Manager and create a split test. Use this guide to understand the basics of split testing, including variables, budget and scheduling.
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How split testing works
Facebook's split testing feature allows advertisers to create multiple ad sets and test them against each other to see what strategies produce the best results. Here's how it works:
- Split testing divides your audience into random, non-overlapping groups.
- This randomization helps ensure the test is conducted fairly because other factors won't skew the results of the group comparison. It also ensures each ad set is given an equal chance in the auction.
- Each ad set tested has one distinct difference, called a variable. Facebook will duplicate your ads and only change the one variable you choose.
- To get the most accurate results from your split test, you'll only have the opportunity to test one variable at a time. For example, if you test two different audiences against each other, you can't also test two delivery optimizations simultaneously because you wouldn't know for sure which change affected the performance.
- Split Testing is based on people, not cookies, and gathers results across multiple devices.
- The performance of each ad set is measured according to your campaign objective and is then recorded and compared. The best performing ad set wins.
- After the test is complete, you'll get a notification and email containing results. These insights can then fuel your ad strategy and help you design your next campaign.
Objectives available for split testing
Facebook split testing supports the following business objectives:
- Traffic
- App installs
- Lead generation
- Conversions
- Video views
- Catalog sales
- Reach
- Engagement
Variables available for split testing
Advertisers will have the option to test one of the following variables. You can test 5 different strategies with one of these variables.
- Target audience
- Delivery optimization
- Placements
- Creative
Audiences:
- Women, Age 21-30 versus Women, Age 31-40 versus Women, Age 41-50
- People living in London versus people living in Paris versus people living in New York City
- Optimize for conversions versus optimize for link clicks
- Optimize for conversions with a conversion window of 1 day versus optimize for conversions for a conversion window of 7 days versus optimize for link clicks
- Automatic placements versus customized placements
- Mobile placements versus desktop placements
Creative:
- Ad with one image versus ad with different image versus ad with different image
- Ad with a video versus ad with single image
Learn more about the variables you can test.
Setting a budget and schedule
Your split test should have a budget that will produce enough results to confidently determine a winning strategy. You can use the suggested budget that we provide if you're not sure about an ideal budget.The budget and audience will then be divided between the ad sets. You can choose to divide it evenly or weigh one more than the other(s), depending on your preference.
We recommend 4-day tests for the most reliable results, and if you aren't sure about an ideal time frame, you can start with 4 days.In general, your test should run for at least 3 days and no longer than 14 days. Tests shorter than 3 days may produce insufficient data to confidently determine a winner, and tests longer than 14 days may not be an efficient use of budget since a test winner can usually be determined in 14 days or sooner.
For this reason, we recommend a test between 3-14 days for tests created in the API. When creating a split test in Ads Manager, you must create a test with a schedule between 3 and 14 days.
Next steps
When the test is over, you'll receive a notification in Ads Manager and get an email with the results. Learn more about how the winning ad set is determined. Once you receive your split test results, you can review them to discover insights about the best performing ad set. These insights can help you determine your ad strategy and design your next campaign.
Create a Split Test
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