About split testing

Split testing in TikTok Ads Manager allows you to test two different versions of your ads to determine which one performs best. You can use split tests to keep the other variables the same and split your audience into two equal groups, with each group seeing only one ad group in order to draw a statistical conclusion about your ad performance and optimize future campaigns. You can test the following variables:

• Targeting

• Bidding and Optimization

• Creative

• Custom (campaign level tests for a combination of variables)

• Smart+

Benefits

• Test to optimize performance: Split testing is an efficient way for you to accurately test different versions of campaigns and ads to gain insights on performance and produce the best outcomes.

• Learn from accurate and statistically significant results: Split testing is scientifically designed to perform an accurate A/B test with a 90% confidence rate to determine which ad group performs better. The model selects and verifies a winning ad group only if the results are statistically significant.

• Prevent "squeezing" issues: Split testing ensures that each audience group will exclusively see one ad group to prevent Group A and B from competing directly for mutual audiences.

• Optimize and strategically scale your spend: At the end of a split test, you can simply choose to continue running the winning campaign or ad group, optimizing towards your goals with just one click. Run additional split tests to refine and optimize your ad strategy.