A/B testing with multiple creatives

Run several creative variants on the same campaign - we rotate them evenly and track per-variant performance so you can spot winners.

Every campaign starts with one creative - the one you set up in the wizard. But the real value of a campaign isn't the first creative you ship: it's finding the one that works. Multiple creatives let you A/B test variants on the same campaign.

How rotation works

When a publisher serves your campaign, our ad server picks one of your active creatives at random. Each creative gets roughly equal exposure over time. Stats accumulate per-creative, so you can compare which variant is earning the best CTR and conversions.

Adding a creative

1. Open the campaign detail page (Campaigns → click your campaign name).
2. Scroll to the Creatives section.
3. Click + Add creative in the top right.
4. Fill in the new variant's headline, ad copy, image, and destination URL.
5. Save. The new creative is active immediately - it'll start serving on the next impression.

What to vary

The most common things to A/B test, in rough order of impact:

• Headline. Single biggest lever. Try a question vs. a statement, a number vs. a vague claim, urgency vs. evergreen.
• Image. Product shot vs. lifestyle shot. Person vs. object. Bright background vs. minimal.
• Body copy. Short vs. long. Benefit-focused vs. feature-focused.
• Destination URL. If you have two different landing pages, split traffic between them.

Change one thing at a time. If you swap the headline and the image, you won't know which one moved the needle.

Reading the per-creative stats

The Creatives section on the campaign detail page shows Impressions, Clicks, CTR, Conversions, and Spend for each variant - for the campaign's flight window. The variant with the highest CTR is winning attention; the one with the lowest CPA (Spend ÷ Conversions) is winning outcomes.

Pausing and archiving

Each row has a toggle (pause/enable) and an archive button. Pausing removes a creative from rotation immediately - historical stats are preserved. Archiving hides it from the list permanently; use it when you've decided a variant is done.

How many variants?

2-4 is the sweet spot. Two lets you do a clean comparison. Three or four lets you test a couple of hypotheses simultaneously. Beyond four, each variant gets so little traffic that you can't tell anything apart.

Don't run a campaign with zero active creatives. If you archive your only creative, the campaign can't serve. The detail page will show an empty-state telling you to add one.

Editing one creative vs. adding a new one

If you tweak an existing creative's headline mid-flight, the same row keeps accumulating stats - your before-and-after comparison gets blurred. For a clean A/B, add a new creative with the change instead. Then compare both rows side by side.