Ad Testing is comprised of both math and creative elements.

At a high level, the steps to ad testing are quite simple:

1. Determine your hypothesis
2. Decide the test’s scale & testing type
3. Choose how you will pick winners
4. Setup your tests
5. Wait for data
6. Take action

However, it’s easy to use non-statistically relevant data or incorrect testing metrics if you don’t understand exactly what you want to know and how to measure how users interact with your ads.

In this guide, we’ll walk you through how to ensure you are using the correct metrics, data, and math so you are confident that your ad testing results will improve your account and that you aren’t making changes due to pure randomness or testing metrics that don’t help you reach your goals.