A/B testing will provide an even amount of serving opportunities across your campaign items to test performance against metrics like CTR, CVR and even CPA. Our machine learning algorithm determines which campaign items perform the best based on your KPIs. We recommend activating this feature to test items in new campaigns.

1. You can activate A/B Testing by navigating the the Budget and Billing section in Taboola Ads:

2. Input a timeline to run the test using the calendar tool. Please keep the following in mind:

- The minimum possible test period is 3 days and the maximum is 30 days. The recommended minimum test period is 7 days to ensure that items can complete exploration and exploitation effectively.

- The default duration is 14 days, if the end date is not provided.

- Avoid exceeding 10 items per test to ensure that all items are able to be efficiently measured during the test period.

3. Once the test is complete, campaign items with the best performance will seamlessly get the most scale.

And that's it!