Facebook expands A/B ad-testing capabilities & adds reporting features

Facebook is adding new features to its A/B split-testing feature for advertisers and making it available from within the Quick Creation workflow.

The A/B ad-testing option, launched in October of last year, was originally only available in the Facebook Ads Manager’s Guided Creation workflow screen. With this update, Facebook has added the split-testing option to its Quick Creation flow where advertisers can create ads in bulk.

Engagement split testing

Facebook’s A/B testing has allowed advertisers to test different ad formats, visuals, headlines and calls to action. Now, it will also support testing based on engagement objective.

“We’ve added split testing support for the engagement marketing objective, so you can easily run a split test on ads optimized for post engagement, Page likes and event responses,” says Facebook.

Additionally, advertisers can now run split tests focused on catalog sales, conversions, app installs, reach, video views, traffic and lead generation.

Duplicate split tests

Facebook has also made it possible to duplicate a split test while running existing split-test settings.

“This makes it easy for marketers to use prior split tests as a template for new tests or to easily restart a test,” says Facebook.

Split test reporting

There is a new reporting dashboard to track a selection of standard KPIs for split tests, including CPM, CPC and CTR.

New reporting for split tests with standard KPI options.