A/B Testing
A method of comparing two versions of an ad or landing page to determine which performs better.
What A/B Testing means
A/B testing (split testing) involves running two or more variations of an ad, landing page, or creative element simultaneously to measure which version achieves better results. In a compliance context, A/B testing can help identify which compliant ad variations perform best, allowing advertisers to optimize within policy guidelines. Most major ad platforms provide built-in A/B testing tools. When testing, ensure all variations comply with platform policies — a high-performing but non-compliant ad will ultimately be rejected.
Related terms
Dynamic Creative Optimization
Technology that automatically generates and tests multiple ad variations by combining different creative elements.
Ad Copy
The written text in an advertisement, including headlines, descriptions, and calls to action.
Conversion Rate
The percentage of users who complete a desired action after clicking an ad, calculated as conversions divided by clicks.