The simplicity of Meta A/B Tests

Recently we ran a Meta (Facebook & Instagram) ads A/B test on a conversions campaign, to test two landing pages against each other.

A thing to be aware of - A/B tests in the Meta platform are actually very basic.

Meta simply duplicates your campaign exactly, with the only difference being the change you make between the two versions (in our case the 'destination URL').

This means that it also duplicates the budget. So since you now have two campaigns you're effectively spending DOUBLE 😲. This isn't quite clear in their description!

Our tips:

✏️ Save up a large buffer of cash and be prepared for double the spend

✏️ Run the test for just enough time to get the data/results you need

✏️ Halve the budget on your first campaign before running the test - so that when its duplicated you continue spending as you were. Or even try reducing your original campaign budget to two thirds, so you're only spending 50% more in the test

⚠️ Just be aware that a large change in budget will put your campaign back into the learning phase... but this might be a necessary evil!

⚠️ Don't run too many tests too close to each other. Meta needs time to stabilise after making large changes. Try to run one test per month

New to Meta Ads A/B Testing? Learn more here ↗️

When we say 'Meta' we mean 'Facebook' - learn about the name change here ↗️