A/B testing with variations

Every campaign can run up to three creative variations (A, B, C). Meta shows them to your audience and shifts budget toward whichever performs best.

How to add them

In the builder, after your first creative, tap Add A/B variation. Each variation has its own image or video, primary text, headline, and call-to-action.

What to test

Change one thing at a time so you learn something, a different video, a different hook in the primary text, or a different call-to-action. Keep the rest the same.

Reading the results

Open the campaign detail to see spend and conversions. Meta naturally favors the stronger variation, so the winner gets most of the budget over time.

Tips

Two strong variations usually beat three weak ones.
Give a test at least 3-4 days before judging, Meta needs data to learn.
Swapping a creative mid-flight resets learning, so add variations up front instead.