How to Use the New Facebook Test and Learn Tool
When confronted with endless rows and columns of data, analyzing your Facebook ad campaigns can be a daunting task that leaves you confused about what’s actually working.
Facebook has released a new Test & Learn tool to take the guesswork out of measurement. It answers your toughest marketing questions and pinpoints the strategies that drive the best results for your business.
You can now experiment with different marketing strategies and find the one that achieves your business goals most effectively.
Where to Find the Test & Learn Tool
You’ll find the Test & Learn feature in your Ads Manager main menu, under the Measure & Report column.
Currently, there are two questions Facebook presents to you when you open up this feature.
The first is: Which campaign causes the lowest cost conversions to occur?
The campaign comparison test helps you understand which Facebook campaign adds more conversions at a lower cost to your business.
For example, when it comes to selling on Facebook, you could compare the effectiveness of two campaigns driving purchase events.
Or, if you are running Facebook ads for content opt-ins, such as a lead magnet, you could compare two campaigns to find the one that results in the lowest cost per opt-in.
The second: How many conversions are all my Facebook ads causing?
The Facebook ad account test can help you understand how many conversions your Facebook, Instagram, and Audience Network ads are causing.
This test is best used when you want to look at the big picture of how your Facebook ads are impacting your business.
For example, you can select a conversion event that you care about, such as purchases, and see how much your Facebook ad account increases the rate at which people purchase your product or service.
By answering this question, you’ll gain insight into how much additional business your Facebook ads drive.
How Facebook Test and Learn Differs From Regular Conversion Reporting
You might be thinking…
Surely I can see this data in a conversions reporting column in my Ads Manager dashboard?
You can see similar data, however, this is different as it uses Facebook’s Conversion lift measurement.
The tests work like this…
Depending on the test you set up, Facebook randomly sorts everyone in your targeting into either four groups for the conversion comparison test or two groups for the ad account test.
In the conversion comparison test, they will create two test groups containing people that will see your ads (one for each of the campaigns you choose to compare) and two control groups that will be held back from seeing your ads (again one for each of the campaigns you want to compare).
For the ad account test, they only create two groups. First is the test group, who will see your ads and the control group who will not see your ads.