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

The social network introduced creative split testing last October

Spilt tests can now be optimized for the engagement marketing objective ArturStotch/iStock

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:

  • Spilt tests optimized for the engagement marketing objective, enabling brands to run tests on ads aimed at post engagement, page likes and event responses. Split tests can also be run for objectives including sales, conversions, application installs, reach, video views, traffic and lead generation.
  • The addition of key performance indicators such as CPM (cost per thousand impressions), cost per click and click-through rates to a revamped reporting dashboard.

  • The ability to duplicate split tests while maintaining existing settings. David Cohen is editor of Adweek's Social Pro Daily.