Experiment, test and learn

Introducing two new measurement solutions to see what works best for your business

It's important to know what works well in your campaigns, so that you can optimise future campaigns to drive the greatest impact. But determining which factors drive results isn't always easy. Many testing tools are hard to set up and can be challenging to interpret. That's why today, we're introducing two new measurement solutions – creative split testing and Test and Learn – that make it easier for businesses to test and optimise campaigns.

Experiment with different creative versions

Creative assets are what make your ad stand out, so learning which creative performs best can help you reach more people and inspire them to take action. We’re launching creative split testing to making it easy for advertisers to A/B test different ad formats, visuals, headlines and calls to action to see which version drives the best results. Each person will only see one version of the ad in the split test, to ensure the most accurate results.

When setting up a split test, you can choose to isolate a specific creative variable or test multiple creative variables. For example, you can test short videos vs longer videos, compare headlines and calls to action and learn whether animations perform better than static images. As you continue to experiment and learn, creative split testing can help you identify best practices specific to your business to improve long-term campaign performance.

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We're looking forward to seeing Facebook’s new creative split testing help us test new creatives easily. We'll use split testing to identify winning creative and introduce it to our main audience alongside other top-performing creative.

Rich Chew

Senior Director of Growth, Playstudios

Creative split testing will be available to advertisers in Ads Manager in November.

Learn what drives results across campaigns

In addition to knowing which creative works best within a specific campaign, we know that advertisers also want to be able to compare strategies across different campaigns. That's why we’re introducing Test and Learn to make it easy for advertisers to see what's working across all their campaigns.

Test and Learn answers your toughest marketing questions and pinpoints the strategies that drive the best results for your business. Simply identify a question that you want to answer, such as "Which campaign causes the lowest cost conversions to occur?" or "How many conversions are all my Facebook ads causing?", and Test and Learn will determine which test you should run to answer your question.

Test and Learn takes the guesswork out of measurement, so you can experiment with different marketing strategies and find the one that achieves your business goals most effectively.

We're starting to pilot Test and Learn and hope to make it available to all advertisers at the start of 2018.

Facebook Business