About Split Testing Variables
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.
Placement: Auto-selected and manual placements.
Creative: Ad formats, videos, Video Views, call-to-action copy, or description copy.
Budget Strategy: Budget allocation methods, specifically Campaign Budget Optimization (CBO) and Ad Group Level Budget (non-CBO).
Creative Assets: Images, videos, ad formats, and the initial "hooks" (the opening 2-3 seconds) of your video ads
Catalog: Catalog Ads and standard non-Catalog Ads.
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.
Note: You can only select one variable for each split test. Learn how to create a split test.
Product Compatibility
Compatible | Not compatible | |
|---|---|---|
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, Automotive 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 |
