Split Test Results
Last updated, July 2023

Viewing test results

Once your test group has started, you can view the real-time data for the test in the listed report after 24 hours. To view your Split Test results:

  • ​Locate your Split Test ad groups and hover over the name to see the View Data button appear directly below it.

  • ​Click View Data to see metrics for that individual ad group. You can also add custom columns to view other metrics.

  • ​Click Split Test to see the key metric that was selected when the Split Test was set up to determine which ad group wins. This data is available to view throughout a Split Test.

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  • ​Note that for iOS14 dedicated campaigns, due to SKAN, it may take up to 72 hours for the conversions to be posted back to TikTok Ads Manager. It also may take longer than usual to accumulate a significant number of conversions to justify that one ad group is the winner.


When your Split Test has finished, the system will determine the winning test group based on the key metric that was initially selected.


Interpreting test results

Your Split Test will produce one of the following results:

  • ​"Winning ad group found" (90% confidence level)

  • ​"No winning ad group found" (90% confidence level)

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In order to avoid "No winning ad group found," we suggest that you follow our Split Test Best Practices, like providing an adequate budget margin, test duration, and audience for the test groups. To learn more, see "Split Test Best Practices."


Next steps

After interpreting the test results and understanding which strategy performs best, you can:

  • Run the winning ad group. You can either click Run Winning Ad under the Split Test results tab or pause the losing ad group to both save the winning ad group settings and solely run the winning ad group. The budget from the losing ad group will be added to the winning one.

  • Create a brand new ad group based on the Split Test results. You can select an appropriate audience and optimize the settings and/or creatives based on the results, and launch a new ad group.

  • Try testing again if the test produced inconclusive results. The confidence level provided at the end of your test indicates the likelihood of getting the same results if the same test were run again. Greater time and a higher budget usually will generate more data, which can help increase the confidence level of the results.


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