The Ultimate Guide to Creative Testing (2025)

If you aren't testing, you are gambling.

The "3:2:2" Method

Popularized by Charlie Morgan and others, this is the gold standard.

• 3 Creatives: Same angle, different visuals.
• 2 Headlines: One benefit-driven, one curiosity-driven.
• 2 Primary Texts: One long, one short.

Dynamic Creative Optimization (DCO)

Let Facebook do the work. Upload your assets into a DCT (Dynamic Creative Test) campaign and let the algorithm find the best combination.

Success Metrics

Don't look at ROAS yet. Look at:

1. Thumbstop Rate (3-sec view / Imp): Aim for > 30%.
2. CTR (Link Click): Aim for > 1.5%.