Facebook is providing advertisers with more options for testing and optimizing their campaigns with its introduction Thursday of spilt testing.
The social network said in a Facebook for Business post that split testing enables advertisers to “simply and accurately” test different components of their campaigns across different devices and browsers, providing results that are easy to digest.
Facebook said it has found that split tests lead to a median 14 percent improvement in cost per acquisition, adding in its post:
With split testing, you can run controlled tests without audience overlap when you run ads with a website conversion, lead generation or mobile application 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.
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 is now available to all advertisers globally via Ads Manager and the Facebook Ads API (application-programming interface).