Reddit has made Split Testing generally available, giving every advertiser a self-serve way to run controlled A/B experiments inside Ads Manager. The tool lets advertisers compare two campaign strategies head-to-head and identify a winner before committing budget to scale.
How Split Testing Works
Split Testing runs as a controlled experiment built around a single changed variable. An advertiser selects a template in the Experiments dashboard, chooses a control campaign or ad group, and the system generates the treatment variant automatically.
For Reddit Max, Custom, and Creative templates, the advertiser builds the treatment variant instead. From there Reddit handles the audience split, spend control, and simultaneous delivery across both cells.
The available audience is divided at the user level, which keeps the two groups from overlapping and contaminating the result. According to the company, a winner is declared once one variant reaches 65% statistical confidence.
Pre-Built Templates for Common Tests
The tool ships with a library of templates aimed at the experiments advertisers most often want to run, so setup does not require test-design expertise. The four launch templates, are Reddit Max vs. Standard, Automated Targeting vs. Manual, CBO vs. Manual Budget, and Creative A vs. Creative B.
Advertisers with more specific needs will get custom tests, which are limited to select advertisers for now, with a broader rollout planned.
Who It Is For
Split Testing supports campaigns running Reddit's Awareness and Reach, Traffic, Conversions, Shopping, App Installs, and Video Views objectives. Tests run between two and six weeks and are available globally.
Access carries a $1,000 daily minimum spend, which sets the practical entry point at mid-market advertisers and above rather than the smallest budgets on the platform.
Native Testing Catches Reddit Up to Larger Platforms
The launch gives Reddit an in-platform experimentation layer of the kind advertisers already use on Meta and Google, where built-in A/B testing is standard. It also extends Reddit's recent automation work, including Reddit Max and Automated Targeting, by giving advertisers a controlled way to validate those tools against their existing setups before shifting budget.
Bringing experimentation in-house signals Reddit wants campaign decisions, and the data behind them, to stay inside Ads Manager rather than in advertisers' own offline analysis.
Recap
What is Reddit Split Testing?
Reddit Split Testing is a self-serve A/B testing tool, now generally available in Ads Manager, that lets advertisers run two campaign flights at once with a single variable changed to see which performs better.
How does a Reddit split test work?
An advertiser picks a template in the Experiments dashboard and selects a control campaign, and Reddit generates the treatment variant, splits the audience at the user level, and runs both flights simultaneously. A winner is declared once a variant reaches 65% statistical confidence.
Who can use Reddit Split Testing?
It is available globally to advertisers running supported objectives, including Awareness and Reach, Traffic, Conversions, Shopping, App Installs, and Video Views, with a $1,000 daily minimum spend. Tests run two to six weeks.
