Which test criteria should I choose to A/B test my Branded Catalogs?

When A/B testing your Branded Catalogs, you can choose between two test criteria:

• CTR (Click-Through Rate): measures the engagement (clicks) of your ads. This is the most common way of testing the performance of ads.
• ROAS (Return On Ad Spend): the amount you earn for each dollar of ad spend. Useful when optimizing creatives for retargeting audiences.

Choose your test criteria based on your campaign objective(s) and audience. Our recommendation is to use CTR for Top-of-the-Funnel ads/cold audiences, and ROAS for Middle-and-Bottom-of-the-Funnel ads.