Facebook Ad Split Testing

How to Use New Facebook Ad Split Testing feature for Better Optimizations

Facebook Ad Split Testing

Facebook is a big platform where you can do a lot of advertising, as this is the only platform that boasts of the largest user base and the highest number of active users. So there is a lot of potential and scope in advertising on Facebook. Experienced advertisers know that FACEBOOK AD SPLIT TESTING is necessary to find what works and what doesn’t.

In split testing, you can compare and contrast the results of two different audiences that are shown the same ad.

Facebook officially launched Split Testing recently.
(Step by Step setup shown below)

With split testing being done manually before it was formally introduced, advertisers had no way to prevent the same person being shown both the ads and this caused a lot of data to give false results. So Facebook found a solution to make this authentic and professional. Let us see how Facebook Ad Split Testing works.

Facebook developed an algorithm that ensures your audience of two different ads does not overlap. You get to decide how the ads get shown to the separate audiences.

For those who have a business manager account on Facecbook, split testing is made available to them as well.

At present, Facebook Ad Split Testing is currently available for website conversions, lead generation, and mobile app installations campaigns.

While testing optimization variable, variations can be made based on these:

  • Ad delivery optimizations
  • Conversion window.
  • Automatic vs manual bid amount.

There is a minimum budget that you need to fix in order to collect sufficient data for test execution. According to Facebook, schedules must lie within 3-14 days for optimum results. Upon test completion, you are notified.

Setting up Facebook Ad Split Testing

Step 1.) While creating Campaigns when you use website conversions, app installs or lead generations, you can create split tests as shown in the image.

Website conversions - split testing.

Step 2.) Before everything else, you must choose your variables for split testing.


Case 1)

Once you choose ‘Delivery Optimization’, you will be presented with a delivery optimization section with Ad set 1 and Ad set 2.

Delivery optimization

You will be required to make at least one variation between different ad sets. You can choose variations like optimizing for link clicks vs web conversions or 1-day conversion window vs 7-day conversions window, etc. you may be creating two ad sets as earlier, but if you want a third ad in the comparison, then click on ‘Test another ad set’ option.

Case 2)

If you choose the ‘Audience’ variable, you will be required to select competing audiences.

Audience Variable

(In case you have not saved a selected audience previously, you will be required to do that first.)

Step 3) Having done this, you need to define the test budget.

Test Budget

(Even splitting is done by default between the two sets that you have created. You get the ‘weighted splits’ in the dropdown.)


Split Test Budget and Schedule

In the weighted budget option, it allows you to choose the ratio of the budget on the ad which you think is appropriate.

Budget for Ads

You should, however, see that while the budget allocation to an ad is in implementation, so you much create a sufficient sample size. Now you will be required to create your ad and this ad is going to be deployed across the ad sets in your split test.

Now let us see in what ways you can use your ad sets.

There are some really unique ways in which the split testing can be made useful. Let’s take a look.

  1. Test Audience – One thing you must always take care of is you should not combine multiple audiences with the same ad set. The Facebook Ad Split Testing feature ensures to keep the two set of audience absolutely isolated with the ad set involving the other set of audience. This is the most effective way to separate one audience set from the other.Here are a few examples of audiences to compare.
  • Hot Leads versus Cold Leads
  • Audience based on the difference in interests
  • Interest based Audience versus Custom Audience
  • Custom audience like engagement audience versus website audience
  • Lookalike audience like the one based on sales versus the one based on registrationsAnd so many more combinations can be made.
  1. Test optimization – This is a great one. ‘Which one should I optimize? Conversions or link clicks?’ There are a good number of questions like these that marketers keep on asking. Alternatively, something like this, ‘Which one would be better? Manual or automatic bidding?’

While it is true that there is no universal answer for all this, but this depends entirely on your choice. You should find it for yourself. And Facebook Ad Split Testing feature makes it even easier for you to explore and gives you perfect data to Optimize your Results.

One thing you should definitely split test for yourself is the optimization of ‘Link Clicks’ versus ‘Website Conversion Optimizations’.

This is essential to test because you get to know whether the conversion you get on your pixel is in the initial stages of optimization or not.

Besides this, you should also take into account the testing of:

1.) Daily Unique Reach or Impressions
2.) Auto Bidding versus Manual Bidding

when the right situations show up. By right situation, I mean the best relevant audience.

Apart from all this, you can also test Facebook’s New Optimization Windows. Logically, for conversions, you can use a 1-day window for those that take place in a day itself and for those that take place in a week, you can use 7 days.

Testing them yourself will give you better idea in real time. Most of the advertisers go for Automatic and the rest for Manual, but the best of those are who study both by comparing the automatic versus manual bidding and see which is beneficial for their business.


Facebook Ad Split Testing is a must do for your Business. You should Split Test each & every Single aspect of your Ad creation process.

As ONLY this can give you the Best Data of What is Working for you. You can keep asking questions to yourself or to any Guru of what things work.

But what is Really important is to know is What is Working for you.

I hope this was one helpful article for you. And you will be highly benefitted from it. So let me know in the comments what you think and also if you need any clarifications.

Also, it would be great if you can share the Article with your Business friends, other Facebook Advertisers or may be in Forums or Groups where the Audience can be benefitted from reading this.

Ta Ta…

Customer Value Journey  Stages

customer value journey

“Turn your strangers (New Follower) into your Super Fans (Buyers)”

Let me take you on the journey of how you can transfer your strangers to your customer and later on your rapid buyers and raving fans.

So, Firstly let me take you to the introduction section of Customer Value Journey.

I want you to have a proper funnel in place so that it keeps on giving you returns and profits over and over and over again.

Funnel For Your Business

let me take an exam of Russell’s Bansal book:  To be rich all you need is 1000 CULT fans of you’re all over the world who listen to you and they are so much crazy for that they buy from you whatever you have to offer.

In the very first meeting with the person you like (whom I am supposing to be a cold prospect), he/she doesn’t even know about you.  You are going to set up a reppo with the person in a very first meeting so that you leave a good impression. And this is the starting of that stage where the end goal is conversion.

Now consider this with regards to your Facebook Ads

The very first impression that you will leave in front of your prospect – in front of your the cold people is to give them some value which increases their trust on you. Thats the first interaction.

You are somebody who are into love with someone and now you want to ask someone for marriage ( now this ultimate conversion )

What is customer value journey?

Customer Value journey is basically a Customer Engagement Cycle. The customer has to go through few stages before making any CALL TO  ACTION.

It is a process or you can say stages through which your customer went through before taking his/her call to action.

Some of you might not know the meaning of CALL TO ACTION. You had heard this word in so many places, especially on social media business pages.

Okay! Let me explain to you what is called to action means?

It means taking your final decision. For example, if you want to buy some book or software. Making your mindset to buy that thing is called call to action.

When you have decided to buy that book or software and then making your payment is known as a call to action.

I hope you get the meaning of Call to Action.

Now you’re no longer unknown to this word.

Let’s come back to the Customer Value Journey Process.

It’s a journey that a customer goes through your business from awareness about your product or business to your promoters to get to know more about your business.

It’s a cycle of your marketing journey, how you can attract your customer attention toward your business.

Customer Engagement Role:

Customer engagement is one of the most important factors because whatever you put on your business pages, you observe the product value by your customer’s reaction/audience action/engagement/likes/call to action etc.

If you’re not getting any interest or engagement from your audience/fans/followers/customers then you automatically generate a believe that there is something went wrong with your ads or your posts.

So customer engagement is important for every marketer.

Now, let’s talk about the stages of Customer Value Journey

There are 8 stages in which the customer goes through before making any call to action.


Customer Value Journey

The first stage customer value journey is AWARENESS. Awareness about your business/product is very important.

This stage is making someone (customer) getting aware about your business or product that your company exists in the market.

It means an introduction to your business.

You can make them aware through a different medium example:

  • Blog Post
  • Videos
  • Infographic
  • Website

It could be anything.  In this stage, you are telling them about your business or services or your product.

This is how you can make them aware of your business/product and services.

Now come down to the second stage i.e. ENGAGE.


Customer Value Journey

The second stage of customer value journey is ENGAGE. In this stage, you’re grabbing your customer attention through educating or entertaining them by the way of your content.

How customer get interacted with you:

  • Reading your blog article.
  • Becoming your follower on your social media platform.
  • Visiting your website.
  • Liked and watched your YouTube channel.
  • Participating in your conducted webinar to clarify their doubts and queries.
  • Personal mail interaction.
  • Giving feedback.

It could be anything. These things count as an engagement which means a lot because customer engagement is very important for your business or product and also you’ll get to know about their taste and preferences.

Make them feel like they are your valuable customer and build a trust. Have a real conversation with your customer.

Now you understand how engagement is important to your brand/business.

Now that you have customer’s attention, you want them to subscribe to your channel in order to let them hear more about your brand’s goods and/or services so that you can eventually convert them into regular customers in the next step.

I am sure you got the hint about our third stage by this statement.

If not, OKAY

Don’t Worry!

Let me explain this statement in more detail in the third step i.e. the third stage SUBSCRIBE.


Customer Value Journey

The third stage of customer value journey is SUBSCRIBE.

Your customer takes a FOLLOW UP action.

It means they started following you so that they can get to know more about your offers, product, services, business etc.

They get monthly or weekly or daily newsfeed /information about your upcoming event or currently running offers or it could be anything.

Subscribe means following so that they get a notification about anything related to your business.

  • They can subscribe you to your website to get newsletter update.
  • Started following you on your social media platform.
  • Subscribed your YouTube channel to get the notification about upcoming videos or tutorials.

Hope you understood the role of Subscribe in customer value journey.

The goal is to enhance the trust.

Let’s jump into the fourth stage i.e. CONVERT.


Customer Value Journey

The fourth stage of customer value journey is CONVERT.

Do you know what covert means is?

Convert means making any small purchase or a commitment.

In this stage customer showing a commitment that they are interested in your product and services.

Basically convert is related to money but in this scenario here the convert means customer commitment either on the bases of a small amount of purchase or by scheduling a demo or webinar. It could be anything.

Its depend on their choice.

Both conditions come under the convert stage.

Whether they are participating in your webinar or buying something in terms of money.

Our goal is to sell a mini product. This is ACTUALLY the real start of business relationship between you and your prospect.

Once you have generated the amount of trust for the first date now you are upto the level that good things can happen in future.

In terms of business: In this step customer paying you money and you giving huge value in exchange.

Your customer feels safe about giving you money even in future.

Now come to the fifth stage i.e. EXCITE.


Customer Value Journey

The fifth stage of customer value journey is EXCITE.

Excite means a customer is happy with your product and service.

They liked your product and services. What they paid for the product is actually worth it.

It means matching up the customer expectations.

The product value is not about spending money and time but actually enjoying and liking your product and services.

Well, in that case, Quality matters a lot to convert your new customer (stranger) into your valuable customer (rapid buyers).

The sixth stage is ASCEND.


Customer Value Journey

The sixth stage of customer value journey is ASCEND.

Business End of the Spectrum.

What is ASCEND means?

Well if you are looking for the mean let me tell you it means “Going Toward or Upward or Moving Ahead”


In customer value journey it means Buying/Purchasing/Dealing anything in terms of money.

So, don’t get confused and read these lines carefully. You’ll get the point what actually it does!

If you relate this to the actual meaning of Ascend. It sounds similar because the customer is taking a step further.

They are moving ahead as they went through the 5 stages before they have reached this stage i.e. sixth stage.

Let me continue the topic…

So, In ASCEND stages the customer making their first purchase.

This is the stage when the customer takes a call to action. They make a purchase in your offer.

The seventh stage is ADVOCATE.


Customer Value Journey

The seventh stage of customer value journey is ADVOCATE.

It means when the customer giving a testimonial (Feedback, Reviews) about your product or services.

Expressing their experience through some kind of positive review and remarks.

It’s very important to know about customer experience whether they liked your product or not.

It will generate a positive relationship between your customer and your business.

Testimonials are equally important to run a successful business so that other people should know about your product quality and the positive reviews about your business.

And the last stage i.e. PROMOTE.


Customer Value Journey

The eighth stage of customer value journey is PROMOTE.

Promote is spreading awareness about your brand in a friend circle.

It’s one person to another.  Sharing your experience with your friends and family so that they can also visit your website.

Promotion is required at every stage of customer value journey because without promotion you will not able to connect with your new customer as they don’t know or even heard about your brand or business.

Promotion and Awareness both are important to build a brand or online business.

By following the above Customer Value Journey sequence stages you can make your strangers into your rapid buyers and raving fans.

Use the above strategies to seamlessly move your customers through your Customer Value Journey.

Hope this article wills worth for generating your customer value journey.

How we can push our customer from AWARE stage to PROMOTE stage. I am sure this will definitely help you in generating more traffic and convert.


👉 Join Telegram SB’s FlexiFunnels Doers Community: https://t.me/FlexiFunnelsOfficial

👉 Check Full Details about FlexiFunnels Here: https://flexifunnels.com/

👉 Book a Free call with our FlexiFunnels Team: https://sb.flexifunnels.com/1on1-consultation-call

Saurabh Bhatnagar

9 thoughts on “How to Use New Facebook Ad Split Testing feature for Better Optimizations

  1. You mention testing to ‘get to know whether the conversion you get on your pixel is in the initial stages of optimization or not.’ Can you elaborate on the cycle of the FB pixel and the best way to mature it quickly? Not many people talk about this and it is something I would like to know much more about. Thanks

    • Facebook Pixel maturity starts with:
      Views -> Add to Carts -> Sales (Ecom)
      Views -> Leads (Lead Gen)

      So to begin with, it’s good to have 1000 of each to mature it to the absolute level of ROI.
      1000 Clicks (keep the pixel to View Page) -> 1000 Add to Carts (Keep the pixel to ATC) -> 1000 Sales (Keep the pixel to Sales, Conversions)

      Once you complete the 3 step process, you can even use zero targeting to scale the results with Conversions as your Pixel Event…

      Now what you see written above is pure gold but would need some ad spend mixed with Patience.

      Let me or Saurabh know if you need any further info on this 🙂

      • That is fantastic… no one has been willing to clarify it so clearly. I will have to check – I think I have 1000 views but the others are sadly lacking. Does it matter where they are? So if my ideal market is the US but its expensive to get those clicks if I focus on a cheaper market (no idea where) but if I focus on a cheaper market for clicks will that help?

  2. A person essentially help to make critically posts I’d state. This is the very first time I frequented your web page and thus far? I amazed with the analysis you made to create this actual post extraordinary. Fantastic job!

  3. Pingback: Tracy Glastrong

Leave a Reply

Your email address will not be published. Required fields are marked *