Everything you need to launch an A/B experiment^β is now available in one window

Previously, A/B testing in Yandex Direct required using both Yandex Audience and Yandex Direct, as well as the Report Wizard or Yandex Metrica to analyze the results. You can now create and analyze experiments in the Yandex Direct Pro interface, under Library → A/B experiments^β.

You can’t add new experiments from Yandex Audience to Yandex Direct Pro. However, tests that have already been added will continue running until completion unless you choose to delete them.

How the new tool works

With A/B experiments^β in Yandex Direct Pro, you can compare ad campaigns or different settings within the same campaign.

To run an experiment, follow these few steps:

1. Formulate a hypothesis and create test campaigns. For example, to determine which landing page will generate more conversions, create two identical campaigns that link to different advertised pages.
2. Set up and run your experiment. The system automatically serves each version to users in the corresponding audience sample of the specified size based on the targeting criteria specified in the campaign settings.
3. Analyze the statistics. The results are calculated using Varioqub algorithms. The table cells are color-coded based on the statistical significance of their differences.
4. Select the desired variant. You can apply the selected settings for 100% of your audience directly from the report.

To learn more about setting up A/B experiments and interpreting their results, see Help.