About Bidding & Optimization Split Testing for your upgraded Smart+ experience

Last updated: January 2026

Bidding & Optimization Split Test is a feature that allows you to compare Bidding & Optimization settings between two campaigns to understand the impact of various bidding strategies and optimization settings (goals, attribution settings, etc.) on campaign performance.

Availability

Bidding & Optimization Split Test is available for the following campaign types:

  • App Promotion

  • Lead Generation

  • Sales (Web catalog & Non-catalog/app/omni)


Benefits

  • Optimize bid management: Learn which bidding strategies and optimization settings (goals, attribution settings, etc.) deliver optimal performance for your specific campaign objectives.

  • Campaign efficiency: Determine if a particular bidding & optimization strategy leads to a lower cost per click (CPC), cost per impression (CPM), or cost per acquisition (CPA).

  • Revenue impact: For sales-driven campaigns, split tests provide direct insights into which variables lead to higher conversion rates and ultimately, increased return on ad spend (ROAS).

  • Opportunity identification: Access valuable insights into user behavior, market trends, or unexpected interactions between variables. This can lead to new hypotheses for future testing and optimization.

  • Informed scaling decisions: With clear data on winning variations, you can scale successful strategies, allocate budget more effectively, and avoid wasting spend on underperforming campaigns.


Next steps