As Facebook’s Ad Manager constantly changes to adapt to consumer needs, marketers are given more opportunities to better connect with their audience. Split testing is the latest feature of Ad Manager that is allowing marketers to refine the consumer experience.

Prior to this new feature, the only option for A/B testing was to create multiple ad-sets, each with a different variable. This kind of testing on Facebook makes it nearly impossible to avoid audience overlap, making it difficult to accurately analyze results.

Split testing helps assess different variables such as targeting, placements or delivery optimizations without overlapping audiences. Only one variable, or the difference between ads, can be tested at a time.

By dividing your target audience into non-overlapping groups, you will be able to get the most accurate results. Marketers can now run split tests using either two or three ad sets within a single marketing campaign.

Although split testing has shown great potential, it is currently limited to measuring three business objectives:

  • Conversions
  • App installs
  • Lead generation

Businesses can create a split test on Facebook using either Ad Manager or Power Editor. Facebook is currently limiting split testing to users who have a Business Manager Facebook account and meet a minimum required budget for each campaign.

The minimum budget is calculated on the size of the split ads and the length of the test. Facebook recommends that split tests run between three and fourteen days to get the best results.

Marketers understand the value of A/B testing because it helps deliver the most accurate results. Split testing is a better way they can analyze Facebook campaigns and help confidently answer questions about what worked and what didn’t.