A/B split: test two messages, keep the winner
Free for 7 days, no credit card required
Not sure which opener works? An A/B split sends each person down one path at random, by the shares you set, and the canvas counts who took each way and who tapped.
- Meta's official API, no password, nothing installed
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From a hunch to a number
Four moves on the canvas, and the answer shows up where the flow is drawn.
- 01
Add the split
Drag A/B split onto the canvas after any step. It starts with two paths at 50 and 50.
Works on Instagram and Messenger, from any start
- 02
Set the shares
Type a share for each path, like 90 and 10 to try something new on a few people first, or press Even split.
The shares must add up to 100%
- 03
Wire each path
Each path gets its own next step: a different opener, a different offer, a different order.
Up to 4 paths in one split
- 04
Read the numbers
Each path shows how many took it; each step after shows reached, sent and tapped or opened.
Over the last 7 days, 30 days or all time
Every setting, in the editor’s words
The labels you will see in the app, what each one does, and the rule behind it.
The step
Its settings, in the inspector’s words.
- A/B splitSend people down different paths at random
Each person goes down one path, picked at random by the shares you set. Over many people the paths fill close to those shares.
- Add pathTwo to four paths
A split starts with two paths and takes up to four, each with its own way out on the canvas.
2 to 4 paths.
- Even splitAny shares that make 100
Type a whole share per path or press Even split; the total shows as you type.
A split whose shares don’t add up to 100 is refused at save.
- Anywhere in the flow
The split is a logic step, so it works before the chat opens as well as after: two public replies, two private replies, two openers, two offers.
The numbers
Read where the flow is drawn, not in a separate report.
- InsightsCounts on the canvas
Turn on Insights and each path shows how many took it and their share of those who reached the step; each step shows reached, sent, tapped or opened, and stopped here.
Last 7 days, Last 30 days or All time.
- A path added later counts from its day
A path or a step you add to a running flow says when it was added and counts only from then, so a new variant is never judged on days it did not exist.
- HistoryEvery pick on the record
Each run’s history names the path it took and its chance, like “Picked path 2 (50% chance)”. See run history.
The split, as you set it
On the Story replies flow: two paths at random, 50% and 50%. Path A sends an image, path B a message, and the card counts who took each.
- A, B
- The share of people each path gets.
- Even split
- One click gives every path the same share.
- Add path
- Up to 4 paths.
The numbers behind it
What one split allows.
| What | The limit | Set by |
|---|---|---|
| Paths in one split | 2 to 4 | CommentWatchDog |
| Shares | Whole percents that add up to exactly 100 | CommentWatchDog |
| A new split | Two paths, 50 and 50 | CommentWatchDog |
| How a path is picked | At random for each person, weighted by the shares | CommentWatchDog |
| Insights ranges | Last 7 days, last 30 days, all time | CommentWatchDog |
| Where it works | Instagram and Messenger, any start, before or after the chat opens | CommentWatchDog |
All numbers are the A/B split step’s own (the flow builder’s rules); Meta sets no limit on them.
Questions about A/B splits
What people ask before they test a message.
Add an A/B split step where the messages should differ, set the shares (50 and 50, or 90 and 10), and wire each path to its own message. Each person goes down one path at random, and Insights on the canvas shows how many took each path and how many tapped or opened something on each.
Two to four. Each path has a share in percent and the shares must add up to 100; Even split divides them for you.
Not person by person. Each person is picked at random by the shares, so ten people can land six and four; over hundreds the paths come close to the shares you set.
On the canvas. Turn on Insights: each path shows how many people took it and their share of those who reached the step, and each step after it shows reached, sent and tapped or opened, over the last 7 days, 30 days or all time.
Yes. The split is a logic step, so it works in a comment flow before the chat opens: put it after the comment start and wire each path to its own private reply. See the private reply.
Variations change the wording of one message: each person gets one of up to five ways to say it. A split sends people down different paths, so everything after it can differ: the offer, the order, the next question. See variations in a message.
Yes, on Instagram and Messenger alike, from any start.