TL;DR
Use Meta's Experiments tool (in Ads Manager > Experiments) for statistically valid A/B tests. Test one variable at a time: creative (different images, videos, or copy), audience (interest-based vs lookalike vs broad), placement (automatic vs specific), or optimisation event (lead vs purchase). Set a test duration of 7-14 days and let Meta split traffic evenly. The minimum budget per cell should allow at least 100 conversions for statistical significance. Read results in the Experiments dashboard — Meta will declare a winner when confidence exceeds 95%.
Overview
Use Meta's Experiments tool (in Ads Manager > Experiments) for statistically valid A/B tests. Test one variable at a time: creative (different images, videos, or copy), audience (interest-based vs lookalike vs broad), placement (automatic vs specific), or optimisation event (lead vs purchase). Set a test duration of 7-14 days and let Meta split traffic evenly. The minimum budget per cell should allow at least 100 conversions for statistical significance. Read results in the Experiments dashboard — Meta will declare a winner when confidence exceeds 95%.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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