Facebook introduces creative A/B testing and Test and Learn
Facebook is launching two tools: creative split testing and Test and Learn, aimed at enabling marketers to get the best out of their campaigns, according to a blog post. Creative split testing, available from this month through Ads Manager, allows A/B testing of various ad formats. Test and Learn, currently in pilot testing and set to be rolled out early next year, gives advertisers the chance to ask questions about campaigns and get information about which tests would be most useful.
 

Facebook Tuesday introduced two new ways for brands to optimize their future campaigns: creative split testing and Test and Learn.

Creative split testing enables advertisers 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. Users will only see one version of ads during split tests.

Facebook said in a Facebook Business blog post introducing the new features, “When setting up a split test, you can choose to isolate a specific creative variable or test multiple creative variables.