About Facebook-managed tests

All conversion lift tests that begin measuring standard web events on or after 1 October 2021 will use a new version of this solution that will require advertisers to implement Conversions API in order to use lift measurement tools. Contact your Meta account representative for more information.

If you work with a Meta account representative, such as an account manager or other partner, you can work with them to set up certain tests and experiments as you plan for your business goals.

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 work with your Meta account representative to create Facebook-managed tests including:

• A/B tests, which compare one or more ads or targeting options to understand which one is performing best.
• Lift tests that 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 our tool that can answer a predetermined test question within certain conditions and constraints using A/B tests, holdout tests or brand surveys.

Your Meta account representative is the best person to speak to when determining what kinds of tests are available to you and what minimums or other requirements may apply. Facebook-managed tests can support different parameters and conditions, and also integrate with certain third-party solutions.

If you don't work with a Meta account representative, there are still many ways you can run experiments and optimise your advertising strategies.