Question: A/B testing (split testing) is the process of:
- collecting data and user insights on the performance of online advertising campaigns
- running marketing experiments to see which version of an ad connects better with your audience
- quantifying the number of digital views or engagements of a piece of content
- finding and analyzing search terms that people enter into search engines
Explanation
A/B testing is a controlled marketing experiment that compares two versions to measure which one performs better with a target audience. It is used to test a single variable, such as copy, creative, or layout, so performance differences can be attributed to that change. In HubSpot terminology, this supports optimization by using real audience response rather than assumptions. The core purpose is version comparison and performance improvement, not reporting exposure metrics or researching search terms. HubSpot Blog+1
Why the other options are incorrect
A) This refers to campaign measurement and analysis, which happens after delivery and does not require testing two versions against each other. HubSpot Blog
C) This describes a visibility or engagement metric, not an experimental method for improving ad performance. HubSpot Blog
D) This describes keyword research, which focuses on search behavior rather than comparing ad variations. HubSpot Blog
Source for verification
HubSpot Blog: A/B Testing — HubSpot Blog
HubSpot Blog: A/B Testing on Facebook — HubSpot Blog
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