Glossary
What is A/B Testing ?
A/B testing is a controlled experiment comparing two variants of an ad creative, landing page, or product experience to determine which drives better performance.
Overview
A/B Testing: Definition & Meaning | Segwise Glossary
A concise mobile marketing definition for teams working across creative analytics, paid acquisition, and performance reporting.
Unified data
Bring creative, spend, and outcome metrics into one source of truth.
AI tagging
Structure creative elements so patterns can be compared across campaigns.
Faster iteration
Turn findings into next tests, briefs, reports, and generated variants.
Page Highlights
What this page covers
Key sections
Overview
A/B testing is a controlled experiment comparing two variants of an ad creative, landing page, or product experience to determine which drives better performance.
A/B Testing : Full Definition A/B testing (also called split testing) is a controlled experiment in which traffic or ad impressions are split between two variants, A (control) and B (test), to measure which produces superior results.
Only one variable should differ between variants to isolate the causal effect of that specific change.
In creative A/B testing, both ads receive equal budget allocation against the same audience, and performance is measured across identical conditions (same time period, same targeting, same placement).
Segwise Platform
Creative intelligence for every team
Unify creative data across platforms
Bring creative, spend, attribution, cohort, and revenue data from your ad networks, MMPs, and internal sources into one view.
Tag every creative element automatically
Multimodal AI tags hooks, CTAs, products, emotions, dialogs, characters, formats, and visual styles without manual taxonomy work.
Connect tags to ROAS and LTV
Move past vanity metrics by seeing which elements are associated with revenue, retention, CPA, and downstream quality.