Creative A/B Test Report

Three creatives compared under identical conditions, then the winner scaled and the losers cut

Test report

Channel · Meta (FB · IG)

Duration · 14 days

Budget · $370 per creative

Goal · Purchases

🏆 Winning creative

Customer review video

💸 CPA

-47%

B vs. A

👆 CTR

+69%

B vs. A

🎯 Total conversions

171

All 3 creatives

Test Design

1Hypothesis: showing real customers using the product drives more clicks and purchases than showing the product alone.

2Controls: same audience, budget, duration, and landing page. The creative is the only variable.

3Decision rule: call the winner on CPA only after each creative has at least 40 conversions, so we don't jump to conclusions on a small sample.

Results by Creative

Creative	Impressions	CTR	CPC	Conversions	Conv. rate	CPA	Verdict
A · Product-only image (control)	182,400	1.30%	$0.16	41	1.73%	$9.02	Pause
B · Customer review video	176,900	2.20%	$0.10	78	2.00%	$4.74	Winner · Scale up
C · Offer-focused carousel	179,300	1.90%	$0.11	52	1.53%	$7.12	Revise & retest

CTR

A Product image

1.30%

B Review video

2.20%

C Offer carousel

1.90%

CPA (lower is better)

A Product image

$9.02

B Review video

$4.74

C Offer carousel

$7.12

Takeaways & Next Steps

1Scale creative B to 60% of the budget: its CPA is about half the control's, so it gets more weight right away.

2Rewrite creative C in a review-style tone and retest: it earned clicks but not purchases, so the copy will lead with real use instead of the discount.

3Pause creative A and move its budget to B and the revised C.

Lesson learned: creatives that show real use in the first 3 seconds won on both clicks and purchases. That structure is now the default for new creative.

This is the test report format I use in real campaigns. Brand names and figures have been replaced with sample data to protect the client.

🧪 Creative A/B Test Report