--- title: How to Run A/B Tests Using Indie Ads Manager description: Set up manual A/B ad tests in Indie Ads Manager for web and email. Compare campaign results with built-in reports. --- [Skip to content](https://help.indiegraf.com/how-to-run-a/b-tests-using-indie-ads-manager#main-content) English Show submenu for translations [Publisher Portal](https://portal.indiegraf.com/tickets?hsLang=en) [![Indiegraf-PrimaryLogo-FullColor-1](https://help.indiegraf.com/hs-fs/hubfs/Indiegraf-PrimaryLogo-FullColor-1.png?width=262&height=60&name=Indiegraf-PrimaryLogo-FullColor-1.png)](https://help.indiegraf.com/?hsLang=en) Open main navigation Close main navigation - English Show submenu for translations - [Publisher Portal](https://portal.indiegraf.com/tickets) How can we help you? - There are no suggestions because the search field is empty. 1. [Indiegraf](https://help.indiegraf.com/?hsLang=en) 2. [Indie Ads Manager (IAM)](https://help.indiegraf.com/indie-ads-manager-iam?hsLang=en) December 19, 2025 # How to Run A/B Tests Using Indie Ads Manager ## Set up manual A/B ad tests in Indie Ads Manager for web and email. Compare campaign results with built-in reports. In order to properly set up an A/B test in Indie Ads Manager, you will need to be able to: - [Add and edit zones](https://47815976.hs-sites.com/understanding-zones-in-indie-ads-manager?hsLang=en) - [Work with zone tags](https://help.indiegraf.com/about-zone-tags?hsLang=en) - [Serve ads to email](https://47815976.hs-sites.com/serving-ads-to-your-email-platform-using-indie-ads-manager?hsLang=en) - [Create ad campaigns](https://47815976.hs-sites.com/understanding-campaigns-in-indie-ads-manager?hsLang=en) - [Create ad items](https://47815976.hs-sites.com/how-to-upload-ad-creative?hsLang=en) - [Assign ad campaigns](https://47815976.hs-sites.com/understanding-assignments-in-indie-ads-manager?hsLang=en) *When A/B testing, you can create more than two versions, these tests are called A/B/n tests. Depending on how much traffic you have, you can test as many variations as you need. However, for this guide, we’ll focus on a standard A/B test.* ### **Display Ad A/B Testing** If you would like to test the ad image for standard display ads on your website, follow these steps: 1: Navigate to the appropriate ***Advertiser*** record in Indie Ads Manager. 2: Create two campaigns, name them ***Campaign A*** and ***Campaign B***. ![](https://indiegraf.intercom-attachments-7.com/i/o/1148597255/e5834dc56cbaa415d47e2348/p4R99iIwQsayFrCssCGL?expires=1766253600&signature=16c6a1c9cff2585debc5992cc6d090157690966a177ac3727cf4f479bfbb4ea4&req=dSEjHsx3moNaXPMW3nq%2BgeCYRekJpx60OmzQVU8GqQitpRC%2BVobRAMWBUSwH%0AZSf%2FcT1D541E6%2BjKLfGCeiovOYo%3D%0A)   3: Build your ad items in each campaign, name the ad items ***Ad Item A*** and ***Ad Item B***. ![](https://indiegraf.intercom-attachments-7.com/i/o/1148597287/656e75f5968666fc26b9ac9e/ioJSXf4lQTmW0tanKJNX?expires=1766253600&signature=307df6455657e24849cb8eb84d105ef04ca8e862716f292da64d3e6a80035c01&req=dSEjHsx3moNXXvMW3nq%2Bgf5jmdPdjpzwvJnmVWlBrDDVovIpAeT4pCMkHl63%0AnLrmKlikg8qky4DheBFKpho8mfc%3D%0A)   4: Assign the newly created campaigns to the relevant ***Zone***. Make sure both campaigns are scheduled at the same weight and priority. 5: Schedule the campaigns to run for the same amount of time. ### **Email Ad A/B Testing** If you would like to test the ad image for an email ad in your newsletter, follow these steps: 1: To ensure each ad serves to a specific newsletter, you will need to build two zones, name them ***Zone A*** and ***Zone B***. 2: In your email platform, insert the zone tags for Zone A and Zone B into your A/B test campaigns. [(Lean more here)](https://47815976.hs-sites.com/serving-ads-to-your-email-platform-using-indie-ads-manager?hsLang=en) 3: Navigate to the appropriate Advertiser record in Indie Ads Manager. 4: Create two campaigns, name them ***Campaign A*** and ***Campaign B***. 5: Instead of assigning each campaign to the same zone, assign ***Campaign A*** to ***Zone A*** and assign ***Campaign B*** to ***Zone B***. Make sure both campaigns are scheduled at the same weight and priority.   ![](https://indiegraf.intercom-attachments-7.com/i/o/1148597314/e3bf2f09f124ac0849458846/hZ2NCyoNR3O4eJOm7VZ0?expires=1766253600&signature=7ff3c0ad124b6b54bfcfc2e279c1d5a0ea57ea26f0ffc217b515a148dbd3c329&req=dSEjHsx3moJeXfMW3nq%2BgU47zkSYRlNoW4FSf22fLJBIB%2FAhxWq7YkxgjW9m%0A%2B1yTU68X941ubHevJg1%2BZzfIm%2Bk%3D%0A)   6: Schedule or immediately send you emails. As always, ensure the campaigns run for the same amount of time. Be sure to check out these A/B Testing guides from your Email Service Provider: - [Mailchimp](https://mailchimp.com/help/create-ab-tests/) - [ActiveCampaign](https://help.activecampaign.com/hc/en-us/articles/220341528-How-to-create-a-Split-Test-email-campaign) - [Sailthru](https://getstarted.sailthru.com/email/campaigns/a-b-split-campaigns/) ### **Reporting on A/B Tests** Once your A/B test campaigns are done running, you will need to run a report in Indie Ads Manager to determine which ad performed better. Here's how to do that: 1: Expand ***Statistics*** in the left-hand navigation menu 2: Click on ***Statistic Reports*** [![](https://indiegraf.intercom-attachments-7.com/i/o/1148597333/95b966487cefa850bc1d067a/fgkdz0RaSDhor0pj32zg?expires=1766253600&signature=bd6850427f64da272ebb80b3e2090c7f9f88b95427aa03d85cc20c0a7ec60956&req=dSEjHsx3moJcWvMW3nq%2Bgc6Eq3fIXOlk%2BpYAcDtv9w%2Bs47Z%2BW6gh015EO4%2BQ%0AKfHRrpd9t%2Falzs%2BnxFb8kVZ%2BnIs%3D%0A)](https://indiegraf.intercom-attachments-7.com/i/o/1148597333/95b966487cefa850bc1d067a/fgkdz0RaSDhor0pj32zg?expires=1766253600&signature=bd6850427f64da272ebb80b3e2090c7f9f88b95427aa03d85cc20c0a7ec60956&req=dSEjHsx3moJcWvMW3nq%2Bgc6Eq3fIXOlk%2BpYAcDtv9w%2Bs47Z%2BW6gh015EO4%2BQ%0AKfHRrpd9t%2Falzs%2BnxFb8kVZ%2BnIs%3D%0A)   3: Click ***+ New Report*** 4: Under the Report section, change the report type to Campaigns 5: Under the Filters section, select the appropriate ***Publisher*** and ***Zones*** 6: Under the Dates section, ensure you are reporting on all days you ran the A/B test campaigns. ![](https://indiegraf.intercom-attachments-7.com/i/o/1148597352/65bc67fd41ced7c75aee1e72/G0ijgjMOQwedwEfV02XD?expires=1766253600&signature=b4ae03f9d2c7f3c0f613613253ac2081bbaf4d66ec581c70da1a0274c72faa9b&req=dSEjHsx3moJaW%2FMW3nq%2BgRyEdgc1la15F7RFsDFvWslxfMf%2BxSqu0%2BvTEi7m%0AQfLg7%2BDy5NxBCFG1MZ5FLlsS%2FrE%3D%0A)   7: Click ***Save This Report*** if you’d like to run it again in the future. 8: Click ***Generate Report*** Note: In your email service provider, you'll also find statistics on how many people received the email, how many opened it, and the overall clicks. - 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