Also known as: Split test, Variant test
Compares two variants (A and B) of the same post, ad, or page to determine which performs better — measured against a specific KPI.
For agencies, systematic A/B testing delivers a 10-30% performance gain within 6 months. Test one variable at a time (hook, CTA, visual, hashtags). You need a minimum of 1,000 impressions per variant before a conclusion is statistically reliable.
Test: caption variant A ("Save for later") vs B (no save CTA) across 4 posts. Result: saves +40% on variant A. The agency now makes the "save" CTA standard in its evergreen content.
A percentage showing how much interaction (likes, comments, shares, saves) a post receives relative to its reach or follower count — a key KPI for the health of a social media account.
A direct prompt to act within a post — for example "Click the link in bio", "Send a DM", "Order now" — that pushes the reader toward a specific action.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
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