How to AB Test Facebook Ads Effectively

Published on 06.10.2025 by Chizoba T

A/B testing is one of the most effective ways of determining the performance of your ad. While not many social media platforms offer this feature, Facebook is one of the few that do, allowing you to try the performance of your ad before it goes live. You can use this feature to test out the copy and imagery of your copy before it goes live. In this article, we will guide you through A/B testing on Facebook to increase your ROI.

What is A/B Testing Facebook Ads?

Also referred to as split testing, A/B testing involves running two different social media copies to determine which will resonate better with your target audience. In most cases, you will test both copies simultaneously, with other variables ranging from the copy to the layout and multimedia.

Facebook A/B testing will provide you with insights into the ads with the highest conversion rate. By split testing on Facebook, you can identify the audiences in ads or posts bringing the highest ROI. You can then use the information to make better ads and publish better copies, increasing your ROI.

Facebook A/B testing allows you to test different variables on Facebook, such as Ad copy, creative, target audience, landing page, audiences, and CTA buttons. While there are also other variables you can test, make sure you choose one that meets your overall business goals. Through A./B testing, you can create a perfect CTA.

Facebook A/B Testing Methods

Facebook offers different A/B testing options for impactful campaigns. You can choose one that suits your workflows, and the results will be similar. These are

Ads Manager Toolbar

One of the options is to use the Ads Manager Toolbar. In the toolbar option, you can use the ad campaigns you already created to begin your test or to duplicate campaigns and experiments manually. 

Here are the steps to follow when A/B testing on Facebook Ad Manager:

  1. Visit Facebook Ad Manager. This will take you to your dashboard, which provides various tabs, such as Campaign, Ads, and Ad sets. In this guide, we will focus more on campaigns. 
  2. Choose your A/B testing campaign. As noted earlier, this method involves testing your current campaigns. However, you can also create an ad and immediately get started with A/B testing by clicking on the Campaign details. If you want to go with the former option, choose an existing campaign under the campaign tab. 
  3. Click the A/B test under the toolbar. After choosing a campaign, it's time to start A/B testing. You will have the option of choosing from different campaigns in the toolbar. You can click on the A/B test symbol or button. You can also tap on More, followed by A/B test if your screen size doesn't provide you with all the details. On the pop-up that appears, tap on the Get Started button to start. You will have the option of making a copy or choosing an already-made ad. 
  4. Selecting the testing variable. Choose the variable you will now be testing, such as the audience, creative, or placement. When testing on an audience, you want to see how effective your ad will be, depending on the audience you want to reach. For instance, you can test the ad on different audiences in different regions. Creative involves testing your ad’s visual assets, such as videos, images, or carousels, while placement tests different areas of placement of the ad, such as feed, reels, etc. 
  5. Name the test. You can add a name for the test and determine the metrics you will use to determine the winner. You can also select the timeframe for running the ads.
  6. Edit and publish different alternative options. In the next steps, choose the different versions as necessary. Ensure that you don't change more than one variable at a time, such as the image, a line in your copy, or more. After this, you can click on Publish from the bottom right-hand side. You can then go to the Ads Manager to test the status of the ad. 

Duplication Split Testing Method

The goal of this method is to create a test where you change a variable in data sets or campaign sets. You can only use this method for your already created campaigns. To use the method: 

  • Visit the ads manager. You can select the Campaigns tab under the ads manager to see your running campaigns as well as the drafted campaigns. 
  • Choose Duplicate under the toolbar after determining the campaign you want to test. 
  • Click on the "new A/B test.” This option allows you to select the variable you want to change to analyze the performance.
  • Choose the variable. Here, you will use the same steps outlined in previous methods. If you want to duplicate an ad set, Facebook will give you suggestions on what to change.
  • Name the set. Determine also how you will determine the winner.
  • Edit the alternate version. Once you have chosen a variable, it will appear in each preview. Once you have made the necessary changes, tap Publish. 

A/B Testing Using Experiments

With the Experiment tools, you can create or duplicate your campaign with only minor differences. You need to start by creating a campaign by clicking on the Create button, and then follow these steps: 

  • Click Experiments. Under the Ads manager, click on the three vertical lines to take you to the AI tools. You can then click Experiments. Under the Ads Manager, find Experiments. 
  • Under the A/B test card, click "get started." This will take you to a page where you can add all the necessary details.
  • Choose your A/B testing method. Select the campaign you want to test. You will only see the campaigns you had created earlier. Schedule the test run time and complete it with your name. 
  • Choose a winning criterion. Consider the metrics that Facebook will use to select the winner. After you have finished, tap on “Review Test Details.” 
  • View experiments. A new screen will appear showing the test summaries. If you are fine with the results, tap on Create Test. If you are unsatisfied, tap on Edit and make the changes you need.

Best Practices When A/B Testing on Facebook

When doing a Facebook A/B test, there are several best practices you need to follow, such as:

Testing One Variable at a Time

If you test several variables simultaneously, you will end up with unreliable data because it will be difficult to determine which of your variables produced the best results.

Select a Test with 80% Estimated Power

If you want your test to produce some statistical results, it will depend on the number of data points you plan to run the test and your budget. When setting up a test, Facebook will calculate the estimated power using those factors. By making some minor changes to the budget or testing, you can increase or decrease the estimated power. 

Have Ample Time for the Test

While you can run your test for anything between 1 and 30 days, you might not get the best results if you are running your test for less than 7 days. While there is no magic number for the number of days you can run a test, it will all depend on your budget, industry, audience size, and the number of days it takes for your audience to see your ad. However, if you are a beginner in AB testing, you can run a test for a minimum of 7 days. 

Implement What You Learn

After you have gained insights from your A/B test, you can optimize the campaign to develop a better future strategy. Consider which variant wins and implement it in your future campaigns.

In Conclusion

A/B testing Facebook ads makes it possible for you to make data-driven decisions and, therefore, increase your conversions, ad performance, and wasted ad budget. The good news is that Facebook has a built-in feature that enables you to do that. If you are getting started with A/B testing Facebook ads, you will get the necessary insights from our guide.