Focus A/B content testing

An A/B test is a method that compares multiple variations of the same campaign to see which one performs best.

For example: Running two different pieces of content (visuals, videos, captions to the same audience and analyzing which generates the most results.)

A/B testing is essential because it allows you to:

• Optimize performance – quickly identify what works best.
• Avoid wasting budget – cut the weaker version and reallocate the remaining budget to the stronger one.
• Better understand your audience – learn what engages them the most.

1. When to use it?

When you want to test two or three different pieces of content for the same promo or campaign objective.

On Ctrl+Reach, this option will be offered to you when selecting your campaign objective.

2. How does it work?

On Ctrl+Reach, only content A/B testing is available. If you want to run an A/B test on audiences, you’ll need to launch 2 separate campaigns.

When a campaign is launched as an A/B test on Ctrl+Reach, it goes through a learning phase lasting around 2–3 days. During this phase, both (or all three) contents run in parallel and are compared by our algorithm.

Then, the algorithm optimizes the campaign:

• If the contents perform equally → the algorithm keeps them running in parallel.
• If one content outperforms the other(s) → the algorithm automatically stops the weaker one(s) and shifts the budget to the best performer.

3. How to launch an A/B Test on Ctrl+Reach

1. Create your campaign.
2. In the first part of the “Objective” setup, give your campaign a name and enter the link if requested in the objective.
3. Then go to “Options” and check “A/B Test.”

4. Continue with the setup as normal until you reach the "Content" section.

5. Choose between:

• Ghost post,
• orExisting post (note: you cannot mix both).

6. Add up to 3 variations (⚠️ Existing post is only possible if you stay on a single platform).

7. Configure your variants with different content for each one.
8. Finalize and launch your campaign.
9. You can check the results of your A/B test in the Content tab of the campaign report. 

Updated on: 17/12/2025