Choose the winner of an experiment

Once your experiment has collected sufficient data, you can choose the winner of your experiment. We recommend that you wait until one of the settings reaches at least 95% confidence (indicated by five blue dots) before you choose the winner.

To choose the winner of your experiment:

  1. Visit the My ads tab.
  2. Select Experiments, under “Content” in the left navigation.
  3. In the table of experiments, click the name of your experiment.
  4. Review the final performance of the two settings.
  5. Depending on what the results of your experiment indicate, click either:
    • Choose original - the settings of the original are retained.
    • Choose variation - we apply the settings of the variation back to your account.
    If one of the settings has reached a 95% or greater confidence, you’ll see the button for that setting highlighted in blue.

    Once you’ve chosen the winner, your experiment moves from the “running” state to the “completed” state. Your experiment ends, and we stop splitting your traffic and collecting data.

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