Advertisers on Facebook Have Some New Ways to Conduct A/B Tests

The social network introduced creative split testing last October

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Facebook rolled out more options Monday for advertisers looking to engage in split testing, or A/B testing.

The social network introduced creative split testing last October as a way for brands to A/B test different ad formats, visuals, headlines and calls to action in order to determine which versions of their ads drive the best results, with users only seeing one version of ads during split tests.

Facebook expanded on last October’s improvements by announcing:

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