Starting January 2023, we’re launching access to self-serve A/B testing in the Twitter Ads Manager UI.
A/B testing is an experimentation framework that allows you to test performance hypotheses by creating randomized, mutually exclusive audiences that are exposed to a particular test variable.
We offer self-serve access to our A/B testing tool to enable our partners to gather learnings and fine-tune their campaign strategies with data that is statistically significant.
We support A/B testing of creative assets only:
Important: A/B testing is also available to marketing partners via the Ads API. Please refer to this resource for more information.