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Martech Mashup: Facebook Split Testing

Facebook has just given marketers a new tool to further tweak their advertising spend on the social network: Split Testing.

50/50

Facebook’s Split Testing lets mark marketers to try different elements of campaigns across devices and browsers.

You can also run tests on pretty much every campaign objective including conversion, lead generation, and mobile app installs.

Facebook says the testing lets marketers get more bang for their buck, by identifying the version of your ad that's best performing.

Data can either be gleaned once an ad is launched, while more comprehensive metrics are available after your campaign is complete.

Best Practice

Facebook reckons Split Testing leads to a median 14 per cent increase in cost per acquisition.

Split testing is now rolling out globally for marketers and can be accessed through Facebook Ads Manager and the Facebook Ads API.

To find out more visit facebook.com/business.

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