About Custom Split Testing

Last updated: July 2025

In TikTok Ads Manager, you can now conduct campaign-level testing using the custom test feature within the Split Test setup flow.

Custom split testing

Custom Split Test Eligibility

Below is guidance to help you develop your campaign level split test hypothesis and create campaigns in TikTok Ads Manager for inclusion in a split test within TikTok Ads Manager and Experiment manager.


Eligible

Not eligible

Campaign status

Active campaign (campaign toggle on)

Inactive (campaign toggle off) or deleted campaign

Objective, Campaign Type, Sales Destination

Reach, Traffic, Video views, Community interaction, App promotion, Lead generation, Website conversions, Product sales, Sales

Branded Mission, Reach & Frequency, TopView, TikTok Pulse, Search campaign, App pre-registration, Paid content, Automative ads, TikTok Shop

Campaign settings

Campaign budget optimization (compatible with Smart+ and custom tests)

Campaign budget optimization (not compatible with Targeting, Creative, or Bidding and Optimization tests)

Optimization goals

Reach, Click, landing page view, 6-second view (focused view), 15-second view (focused view), Follows, Profile visits, In-app Event, Install, Lead, Conversation, Conversion, Value, Automated Value Optimization, Value (Target ROAS)

Destination Visit, TikTok page visits, Viewer retention (CI Live), Conversion lead, Gross Revenue, Purchases, Initiate checkouts, Product clicks in LIVE (LIVE Shopping Ads), Viewer retention (LIVE Shopping Ads)

Placements

TikTok, Automatic placements, TikTok Pangle


Formats

Spark and non Spark ads, In-feed ads (auction), Playable ads, Carousel ads, Interactive add-ons, TikTok direct messaging ads, Instant page, App profile page

Reservation ad formats, TikTok instant messaging ads

Promotion type & operating system

iOS and Android, web and app promotion types, iOS dedicated campaign, iOS advanced dedicated campaign



How to setup a custom split test in TikTok Ads Manager?

  1. Go to TikTok Ads Manager.

  2. Go to the campaign list and click split test.

  3. In the "Select a variable for your new split test" view, select the 'custom test'.

  4. Select Campaign A.

  5. Select Campaign B.

  6. The setup flow will automatically check eligibility, but be sure to manually verify eligibility before proceeding.

  7. Enter the split test details (test name, test duration, key metric).

  8. Ensure your test has sufficient testing power.

  9. Click Publish Test to create the split test.


How to manage custom split testing

  1. Go to TikTok Ads Manager.

  2. Go to the Campaign page.

  3. Find the campaigns or ad groups involved in the Split Test by looking for the flask icon.

  4. Click Edit Campaign or Edit Ad Group.

  5. Click Edit Test to make changes to the split test.

  6. For scheduled tests, you can edit the test name and start and end dates.

  7. For ongoing tests, you can edit the test name and end date only.

  8. For completed or canceled tests, you can edit the test name only.


How to view custom split testing reports

  1. Go to TikTok Ads Manager.

  2. Go to the Campaign page.

  3. In the campaign list, select a campaign that is part of a split test (identified by the flask icon).

  4. Click View Split Test.

  5. View your ongoing, recently completed, or scheduled split tests in Ads Manager. You can also view all split tests in Experiment Manager.