Most brands test creatives on broken data. ROAS looks fine, but revenue’s flat.

Here’s how to fix it and scale with clarity.

1. Set Up a Clean Testing Structure

Why it matters:

Dropping new creatives into scaling campaigns kills performance and skews results.

✅ Separate testing from scaling campaigns to reduce signal noise and isolate performance

✅ Minimize unnecessary variables during testing

2. ABO > CBO for Testing

Use Ad Set Budget Optimization to isolate creative performance. You manage the budget so each test gets a fair chance.

CBO can work for testing too, but only if you use strict min/max spend caps to control budget flow. Otherwise, Meta may just default to existing winners and underserve new ideas.

3. Fix Your Attribution or Tests Will Lie

iOS and session drop-offs mean your pixel is blind to 30-50% of conversions.

Most brands think their creatives aren’t working when in reality, the tracking is broken.

Common issues:

• Events fire but don’t match users
• EMQ scores below 8.5
• Double-counted conversions
• Missing attribution post-7-day window

4. Use Aimerce to Rebuild Tracking Accuracy

Most testing fails not from bad ads, but bad signals.

Aimerce solves this with:

✅ Server-side pixel + webhook mapping

✅ Durable first-party tracking across sessions/devices

✅ Lower Funnel EMQ scores ≥8

✅ Real-time edge event processing for fast feedback

Impact:

– BergaMet cut CPA by 35% in 45 days

– Gratia Pearl discovered 60% of sales came after Meta’s 7-day window

5. Focus on Bold Creative Variations

Minor tweaks = muddy insights. Bold contrasts reveal performance gaps fast:

– UGC vs. pro footage

– Logic vs. emotion

– Testimonial vs. lifestyle hook

With Aimerce’s clean attribution, you’ll know exactly what works and why.

Creative testing doesn’t fail because your ideas are bad. It fails because your data is lying.

Don’t overcomplicate - what matters is signal clarity and a structured testing loop.

Fix the signal, and the winners become obvious.

👉 Ready to see what your best ads are actually doing? Let’s start fixing the backend!