TikTok launches Smart+ and Custom Tests for smarter ad split testing

July 08, 2025 at 5:58:59 AM

TikTok launches Smart+ and Custom Tests for smarter ad split testing

TikTok has introduced two new split test options for advertisers to enhance campaign performance analysis. The Smart+ Test uses AI to create a second version of your conversion campaign, allowing you to compare your original campaign against TikTok's AI-optimized version. The Custom Test lets you select two campaigns to test any variable, such as creative, targeting, or bidding, giving you full control over the test parameters. These tools provide clear insights into what strategies work best, improving growth, conversions, and return on ad spend (ROAS).

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