Definition
An A/B test compares two versions of an ad, audience or setting to see which performs better. Meta offers a built-in A/B testing tool.
A/B test explained
Good A/B tests change one variable, split audiences cleanly and run long enough for a reliable result.
Example
Testing a UGC video against a studio video with the same copy and audience.
See it in real ads
Browse millions of real Facebook and Instagram ads to see how top advertisers put these ideas into practice.