Facebook added a new Experiments section to Ads Manager. It will collect tests launched in advertising campaigns, as well as statistics and reports on them. Experiments combine several types of tests, formerly called Tests and Results, and Split Testing.

Thanks to a more streamlined and intuitive interface, it will be easier to choose the right test in the Facebook ad account. There are four tests available:

• A / B testing;
• testing the control sample;
• research of brand awareness;
• testing campaign budget optimization.

To get to the “Experiments” section in the Facebook ad account, click “Ads Manager” and select “Experiments”.

Next, you can configure one of four possible testing options. Each test type has additional hints explaining what to test and how. Clicking on the gray “i” icon displays more information about the metric that is used to assess the effectiveness of the test. To proceed to the start of the experiment – click “Start setup”

There are no fundamentally new tools available in this section, but combining tests and reports will make it easier to track and evaluate variables.

Also, we wrote that Instagram began testing the sale of gift cards in the profile and stories.