Measure your Facebook advertising with experimentation

Experimentation helps you to learn about the impact of your advertising on Facebook in a measurable, incremental way. This is useful if you're trying to answer a hypothesis or question specific to your business objectives. You can run experiments on specific ad sets, campaigns or even across all of your advertising on Facebook.

Depending on the hypothesis or business objective you're looking to answer, as well as the budget that you plan to put towards your experiment, you can use a number of different tools to test and understand your advertising on Facebook, including:

• A/B tests that compare one or more ads or targeting options to understand which one is performing best.
• Lift tests, which measure the performance of your advertising objectives, such as conversions or brand recognition, between test and control groups of people who do and don't have the opportunity to see your advertising.
• Experiments, which is a tool we provide to answer predetermined test questions within certain conditions and constraints using A/B tests, holdout tests or brand surveys.

Learn more about choosing a hypothesis to test and the kinds of experiments you can run on Facebook.

If you work with a Facebook account representative, they can help you with understanding the kinds of tests available to you.