This playbook gives you a clear, step-by-step process to run multivariate ad tests that reveal which combinations of headlines, images, and calls to action actually work. It’s your go-to guide for structuring, managing, and analyzing complex tests with confidence.

What You’ll Learn

The key difference between A/B and multivariate testing

How to choose the right variables and build effective test combinations

How to create a test matrix to keep everything organized

The best ways to set up tracking and monitor performance

How to read the data, spot trends, and identify winning elements

How to build a long-term testing strategy and improve your creative process

Inside the Playbook

13 pages of hands-on guidance for real-world campaigns

Frameworks for structuring multivariate tests

Tips for daily test management and post-test analysis

Whether you’re refining existing ads or launching new ones, this guide helps you learn faster and scale smarter by testing multiple elements at once.