Optimize your Ads with Split Testing

Marketers want to feel confident that their ads are reaching the right people, in the right place, at the right cost. But ad testing and optimization can be complicated and time consuming, and doesn't always lead to accurate, actionable results. That's why we've introduced Split Testing, which allows you to simply and accurately test different components of your ad across devices and browsers, and provides easy-to-understand results.

Good tests provide fact-based results

Goals can differ from campaign to campaign, which is why we already offer a few ways to test your ads. Brand Lift works across Facebook and Instagram to accurately measure brand awareness, impact and ad recall. Conversion Lift allows you to accurately determine the additional business driven by Facebook ads and make future marketing decisions based on this information. With Split Testing, you can run controlled tests without audience overlap when you run ads with a website conversion, lead generation or mobile app install objective. Split Testing helps you get the most out of your budget by surfacing the version of your ad that is performing best by randomizing the audience based on people, not cookies. We divide the potential reach within the test among the ad sets to make sure you’re getting accurate results. We've found that split tests produce strategies with a median 14% improvement in CPA.
If you opt in, we'll let you know which version of your ad is performing best as soon as we have enough data. If you prefer to wait until all data has been compiled, you'll get this information once your campaign is complete. You can apply these learnings by restarting the winning campaign or when creating future campaigns.
Split Testing capabilities are now available globally in Ads Manager and the API.
Advertisers and agencies are using Split Testing to make informed decisions about their campaigns. Christine Schulze, Social Media Advertising Analyst at ROI Revolution says, “With Facebook's Split Testing feature, we’ve been able to optimize delivery and targeting with confidence. The scientific results help us and our clients make strategic choices that drive lower CPAs and more sales.”

Testing is an ongoing process

We're committed to enabling you to test the ins and outs of your ads on Facebook, Instagram and Audience Network so you can learn what works best for you and your specific marketing objectives. We'll continue to focus on making your ad spend more efficient and effective.

Meet the people who’ll love your business.

Create AdLearn more about creating ads.