Facebook Adds a Experiments to Ad Manager to Help Optimize Ad Performance

Facebook has added a new Experiments section to Ads Manager, which combines multiple types of tests, formerly labelled as Test and Learn and Split Testing, allowing marketers to A/B test campaigns and measure conversion and brand lift in one place. With a more streamlined interface in Ads Manager, it’s easier to choose the right test for a business goal, create tests, scale what’s working, integrate insights into marketing strategies and help a business grow.

You can create various tests like a holdout test, brand survey or A/B test in Experiments, or learn how to get started in the Ads Help Center.