About Split Testing Variables

Last updated: October 2025

The Split Testing tool allows you to test different variables of your campaign to produce the best results.

The following variables can be selected when split testing:

Targeting: Broad vs narrow targeting, custom audience vs. ad targeting, demographic, interests and behaviors, device, or location.
Creative: Ad formats, videos, Video Views, call-to-action copy, or description copy.
Bidding and Optimization: bidding strategies, optimization goals, bid amount.
Custom: Introduce capabilities to compare two campaigns using split tests to accommodate advanced measurement scenarios and your cross-campaign/cross-objective testing needs.
Smart+: Enable you to accurately compare Smart+ performance with a manual setup by automatically creating a Smart+ campaign version from a qualified manual campaign, ensuring a more precise comparison.

Note: You can only select one variable for each split test. Learn how to create a split test.