A split test lets you test different versions of your ads so you can see what works best. By analysing your split test results, you can determine what changes you might want to make to future campaigns.

Viewing your results

Ads Manager results

In Ads Manager, you can:

• Check the winning ad set or ad in the reporting table after your test is over. It will have a star icon next to it. Learn more about how winning ad sets are determined.
• Apply a filter so that only campaigns, ad sets and ads that are part of split tests will be shown in the reporting table. To do this, click Filter and choose Split test from the menu.
• Learn more about your results and the winning ad set by opening the reporting panel. Select your split test campaign by ticking the box next to the campaign and clicking View Charts or the icon . The reporting side panel will open and show the:

  • Winning ad set
  • Cost per result for each ad set (or ad for creative tests)
  • Confidence level, which tells you how likely it is that we'd get the same winner if you ran this test again

Email results

When your split test is complete, you'll receive an email with its results, which include:

• The winning ad set and how likely it is that we'd get the same winner if you ran the test again
• Your split test settings including:

  • The variable you tested
  • Whether your split was weighted or even
  • Budget
  • Schedule
• A breakdown of:

  • Results. The number of times your ad set or ad got the result associated with your campaign objective
  • Cost. The average cost per result from your ads
  • Amount spent. The total amount of money you've spent on your campaign, ad set or ad during its schedule
• How your budget was distributed across the ad sets or ads you tested
• A link to view the full campaign in Ads Manager

Understanding your results

The winning ad set is determined by comparing the cost per result of each ad set or ad based on your campaign objective. We also provide a confidence level, which represents how likely it is that we'd get the same results if you ran the test again.

For example, let's say that you run a creative test with one video ad, one single image ad and one carousel ad. We determine that the video ad was the winner with the lowest cost per result and a 95% chance that you would get these results again. With these results, we recommend that you adopt the winning strategy.

Use this guide to interpret results with confidence levels below 75%, broken down by the number of ad sets or ads you tested. If your results are less confident than the percentages listed below, the variables you tested are not likely to be a key factor in the performance of your ad, relative to each other:

• Two ad sets or ads tested. Less 65% confidence means that the variables you tested performed similarly.
• Three ad sets or ads tested. Less than 40% confidence means that the variables you tested performed similarly.
• Four ad sets or ads. Less than 35% confidence means that the variables you tested performed similarly.
• Five ad sets or ads. Less than 30% confidence means that the variables you tested performed similarly.

If your test has a confidence level above these numbers, you can use it going forwards. Regardless of the number of ads or ad sets you tested, a percentage above 75 indicates that we consider the results very clear and actionable. This means that we recommend using what you learn from the test when making decisions about relevant campaigns in the future.

Note: Every ad set in a split test goes through the delivery system independently, which means there may be a degree of variance between the results for your ad sets caused by the delivery system and not solely by ad set differences.

Next steps: Improving future campaigns

• Create a new ad from the winning ad set directly from the results email
• Reactivate the winning ad set in Ads Manager
• Create a new campaign based on what you learned

You could also run more tests to refine your strategy further. For example, if an aged 18-30 audience outperformed an aged 31-43 audience, you could narrow that further to see how that affects performance. You might next test an aged 18-30 audience against an aged 24-30 audience. These sorts of refinements are important for getting the most out of your campaigns.

If your results have low confidence, you can test the campaign again with a longer schedule or higher budget. More time and budget typically produces more data, which helps us be more confident in your results.

* Nguồn: Facebook