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Split Tests are a type of Ad Studies — "Ad Study" is the umbrella term and also includes Lift Tests. Split Tests allow you to test 2 campaigns against each other on an identical, but mutually exclusive audience. The audience splitting and science part is handled automatically by Facebook and Smartly.io all you have to do is decide what to test.
A central concept in Split Tests is the Ad Study cell: when the Split Test is running, all Facebook users are assigned randomly to one cell. If you assign two campaigns in different cells you can be certain that no users will ever see both campaigns, but only one of them.
This section, on Split Tests more specifically, will cover the following topics: