At which level should a business choose to set up a split test?

Setting up a split test at the campaign level is the most strategic choice for a business seeking to evaluate the effectiveness of different marketing approaches. Conducting tests at this level allows businesses to compare multiple campaigns against each other, which could involve significant variations in objectives, audience targeting, creative strategies, or ad placements.

This level of testing is essential as it provides insights not only into which specific ads perform better but also allows for a broader analysis of which campaign strategies generate more conversions, engagement, or desirable actions. By assessing performance at the campaign level, businesses can make more informed decisions to optimize their overall marketing strategy, allocate budgets effectively, and tailor future campaigns based on comprehensive data.

While testing at the ad set or ad level can also yield valuable results, starting at the campaign level tends to provide a clearer picture of overall performance and strategic direction. Testing at lower levels may limit the scope of insights to specific attributes rather than larger strategic outcomes.