Creative (A/B) Testing - Facebook / Instagram

A/B Tests Types Available on Facebook

New to A/B Testing? Learn more about how A/B tests work on Facebook.

There are several ways to create A/B tests on Facebook depending on the variable you’re trying to test and where you start creating your A/B test.

Generally, we recommend creating an A/B test with the Ads Manager Toolbar, which uses an existing ad campaign or ad set as a template for your test. To use this toolbar:

  1. Go to the Ads Manager main table. This page lists all of your available ads, campaigns and ad sets on your ad account.
  2. Check the box to the left of the campaign(s) or ad set(s) you want to use for an A/B test.
  3. From the toolbar above, click A/B Test.
  4. Select an available variable and follow the on-screen instructions.

Note: if you select Custom you can create a test by duplicating the selected campaign or ad set and edit any variables in the new test campaign.

All A/B tests use the same underlying technology to compare a different creative, audience or placement and determine a winner. All your test results will be available in Experiments once the test is finished.

Other ways you can create an A/B Test

  • Directly from the Experiments tool–in Experiments you can create or duplicate ad campaigns to compare and determine a winning strategy. The Experiments tool is useful when you want the flexibility of fine tuning your ad campaigns before starting your test, or when you want to use several existing ad campaigns for your test.
  • When creating a new ad campaign–you can choose to A/B test when creating a new ad campaign. This option is useful when you want to conveniently test a variable while creating a new ad campaign. Note: because of A/B Test updates, this option may not be available to you at this time.
  • By duplicating an existing campaign, ad set, or ad–you can duplicate and create an A/B test in Ads Manager if you want to quickly make a change to an existing ad and compare performance:
  • From a common scenarios prompt–sometimes we’ll suggest you run an A/B test to try a new business strategy or if we think your current ad might benefit from a test. These prompts will show you how to do this in a few steps from Experiments.


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