About experiments

Meta Experiments can help you optimise your advertising strategies and improve ad performance. Depending on the type of test that you decide to run, you can:

• Compare one or more ad campaigns to see which one performs best.
• Measure how your ads affect brand awareness or recall.
• Determine the impact of new advertising strategies against your current strategies.

There is no additional cost to create a test, and you can view all of your test results in the Experiments tool.

A/B testing: An A/B test enables you to compare up to five versions of an ad with different images, text, audiences, placements or other settings to learn what works best. You can use the result to run the winning version and apply any findings to future campaigns. For accuracy, your audience is randomised and split into separate groups so that nobody sees more than one version. A winning ad is determined based on the version that has the lowest cost per result for your selected key metrics.

Brand lift: With a brand lift test, you can measure the incremental effect that your advertising has on brand awareness, perception, recall or purchase intent. Your audience will be divided into two similar groups. One will be able to see your ads and the other won't see them. After the ads run for several days, we'll use survey questions across Meta apps to gather metrics on brand perception and performance from these groups. Certain minimum requirements apply to help make sure that tests yield reliable results.

Conversion lift: A conversion lift test enables you to measure the incremental performance of your Meta ads. When you run a conversion lift test, two audiences are created: a test group that has the opportunity to view your ads and a control group that does not see your ads. These groups are compared to calculate the incremental lift, which are the conversions that occur as a result of people seeing your ad.

Note: Lift tests can affect the overall cost per impression (CPM) of ad campaigns in your test depending on your test type and bidding strategy. This is because they include control groups that do not see your ads. This is necessary to understand the value of your Meta ads against your other organic and paid marketing efforts.