Advertising

A/B Test

Comparing two variants to see which performs better.

Definition

Statistically comparing two variants — different creatives, headlines, or targeting — under identical conditions to see which performs better.

The percentage of users who completed a target action.

The percentage of impressions that result in a click.

The net return generated from spend.

This term is one HERNOKTA works with daily. Talk to our team to see how it’s applied in practice.