Ad testing thresholds

How thresholds affect single-adgroup testing

In a single-adgroup test, a threshold defines the minimum performance each ad must have, or the statistical confidence a test must achieve, before a valid test result is produced.

1. Daily automated single-adgroup tests: the thresholds are used for all test runs.  Account thresholds can be overridden at the campaign level.
2. Manual single-adgroup tests: you can override the defined thresholds for every manual test you run. 

How thresholds affect multi-adgroup testing

In a multi-adgroup test, a threshold is the minimum performance each set of ads (defined by patterns or labels) must have, or the statistical confidence a test must achieve, before a valid test result is produced.

1. Daily automated multi-adgroup tests: the thresholds are used for all test runs.  Account thresholds can be overridden at the campaign level.
2. Manual multi-adgroup tests: you can override the defined thresholds for every manual test you run (as shown above).

How thresholds affect the metrics being tested

A threshold is used only when it is relevant to the metric being calculated:

• Clicks threshold: used when calculating the CTR and Conv. Rate metrics only. 
• Impressions threshold: used when calculating the CTR, Conv. /Impr. and Conv. Value / Impr. metrics only. 
• Conversions threshold: used when calculating all metrics, except CTR. 
• Confidence and Date Range thresholds: used when calculating all metrics. 

What threshold values should I use?

• The Minimum Data You Should Define by Testing Metric

• How Much Data Should You Have Before Examining an Ad Test Result?

 Where are the thresholds defined?

You can overwrite the default setting in the Ad testing settings.  

It will open a screen where you can see the current values of the default ad testing thresholds and change them as needed. 

4. Related Info

• How Much Data Should You Have Before Examining an Ad Test Result?
• Working with Statistical Significance: How confident should you be in your test results?
• Do You Have Insignificant Test Results? How to use Maximum Data in Ad Testing