You should run a split test if you have goals to:

You should run a split test if you have goals to:

The answer is :

- Compare assets that engage your audience: you want to know which specific image, video, text, or call-to-action (CTA) button is most likely to engage your audience

- Identify the right placement and platform: you want to know placements (ex. stories or feed) and platforms (ex. Instagram or Facebook) are more effective for your ads

- Determine the best combination of variables: you want to know what combination of variables (creative, audience, delivery optimization or placement) performs best so that you can meet your business goals.