A/B testing, a.k.a. split testing, helps eCommerce owners to understand how different advertising aspects impact the overall campaign result and performance. By setting up an A/B test, you can evaluate different versions of a campaign ad and see what aspects work best and improve your future campaigns.

For example, you can perform an A/B test for the same ad on two different audiences to see which audience performed better. You can also use the same audience and have different versions of an ad with same marketing objective. You can, then, have insights as to how different variables impact an ad's success. However, take note that Facebook's A/B testing only supports the following business objectives:

• Traffic
• App installs
• Lead generation
• Conversions
• Video views
• Reach

You can create a split test using Ads Manager by following this step-by-step instruction.