Meta A/B Testing

Meta A/B Testing is Meta's experiment workflow for comparing two versions of an advertising strategy. It can isolate a variable such as creative, audience, placement, or another campaign setting, divide eligible people into non-overlapping groups, and report the selected outcome after the test period. It is useful for advertisers who want stronger causal evidence than before-and-after reporting, provided they define one hypothesis, avoid mid-test changes, allocate enough budget, and respect the required duration.