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…


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?

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