Reddit Expands Split Testing Tools for Advertisers

Reddit has rolled out its split testing feature to all advertisers, giving marketers a new way to compare different ad variations before committing larger budgets to a campaign. The feature, which was previously available to a limited group of advertising partners, is now accessible through Reddit Ads Manager as a self-service tool. Advertisers can create two versions of the same campaign, changing just one variable – such as creative, copy or targeting – to measure which performs better.

Reddit also shared early performance data from the feature’s trial period, stating that four out of five split tests successfully identified a winning variant based on return on ad spend (ROAS). While individual results will vary depending on campaign objectives and audience, the company says the early testing demonstrated the tool’s ability to identify stronger-performing creative.

According to Reddit, the system divides the audience at the user level, preventing overlap between test groups and reducing the chance of skewed results. Campaigns can run for between two and six weeks, after which Reddit declares a winning version once it reaches a 65% confidence threshold.

The platform says the goal is to simplify campaign optimisation while removing much of the guesswork that often comes with A/B testing.

To make the feature more accessible, Reddit has also introduced a library of pre-built testing templates. These allow advertisers to set up structured experiments without needing extensive experience in campaign testing or data analysis.