Ad Study

Updated: Mar 24, 2026

Test your ads and choose the strategy that is driving the most conversions. For example, create a split test to find out which ad set performs the best:

Select language

curl \
-F 'name="new study"' \
-F 'description="test creative"' \
-F 'start_time=1435622400' \
-F 'end_time=1436918400' \
-F 'type=SPLIT_TEST' \
-F 'cells=[{name:"Group A",treatment_percentage:50,adsets:[<AD_SET_ID>]},{name:"Group B",treatment_percentage:50,adsets:[<AD_SET_ID>]}]' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<API_VERSION>/<BUSINESS_ID>/ad_studies

Use ad study for these experiments:

Study Type	Use Case
Split Testing	Inform near-term optimization decisions. Example: Is Creative A doing better than Creative B?
Conversion Lift	Measure incremental impact of Facebook ads on business outcomes.
Multi-Cell Conversion Lift	Measure incremental impact of different Facebook ads strategies on business outcomes.
Brand Lift Results	Retrieve and analyze your brand lift study results.

See Lift Study for setting up Conversion Lift and Multi-Cell Conversion Lift.

Reading

A lift study object

Examples

To read the details for a study, make a HTTP GET to:

https://graph.facebook.com/<API_VERSION>/<AD_STUDY_ID>

To read about the cells in a study:

Select language

curl -G \
-d 'fields="name,treatment_percentage,campaigns,adsets,adaccounts"' \
-d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<API_VERSION>/<AD_STUDY_ID>/cells

// The response
{
  "data": [
    {
      "id": "<CELL_ID>",
      "name": Group A,
      "treatment_percentage": 50,
      "adsets": {
        "data": [
          {
           "id": "<AD_SET_ID>"
          }
        ],
      }
    },
    {
      "id": "<CELL_ID>",
      "name": Group B,
      "treatment_percentage": 50,
      "adsets": {
        "data": [
          {
            "id": "<AD_SET_ID>"
          }
        ],
      }
    }
  ],
}

Example

Select language

GET /v25.0/{ad-study-id} HTTP/1.1
Host: graph.facebook.com

Try it in Graph API Explorer

If you want to learn how to use the Graph API, read our Using Graph API guide

Parameters

This endpoint doesn't have any parameters.

Fields

Field	Description
`id` numeric string	ID of the Lift study default
`business` Business	The business that owns this study if it exists.
`canceled_time` datetime	Time stamp when study was canceled
`cooldown_start_time` datetime	Cooldown start time
`created_by` User	Who Lift study was created by
`created_time` datetime	When was the Lift study created
`description` string	Description default
`end_time` datetime	End time default
`name` string	Name of the Lift study default
`observation_end_time` datetime	Observation end time
`results_first_available_date` string	When results for at least one objective of the study are available
`start_time` datetime	Start time default
`type` string	The type of study, either audience segmentation or lift.
`updated_by` User	Updated by
`updated_time` datetime	Updated time

Edges

Edge	Description
`cells` Edge<AdStudyCell>	The cells which are part of the objective
`objectives` Edge<AdStudyObjective>	The objectives which are part of the objective

Error Codes

Error Code	Description
368	The action attempted has been deemed abusive or is otherwise disallowed
100	Invalid parameter
190	Invalid OAuth 2.0 Access Token

Creating

Requirements

treatment_percentage for each cell should be at least 10.

The sum of treatment_percentage for all study cells should be less or equal to 100.

Each cell must have at least one object associated with it. The object can be adaccounts, campaigns, or adsets.

/{user_id}/ad_studies

You can make a POST request to ad_studies edge from the following paths:

/{user_id}/ad_studies

When posting to this edge, an AdStudy will be created.

Parameters

Parameter	Description
`cells` list<Object>	A shape to describe the cells of the study `description` string `id` int64 `name` string `creation_template` enum {AUTOMATIC_PLACEMENTS, BRAND_AWARENESS, FACEBOOK, FACEBOOK_AUDIENCE_NETWORK, FACEBOOK_INSTAGRAM, FACEBOOK_NEWS_FEED, FACEBOOK_NEWS_FEED_IN_STREAM_VIDEO, IN_STREAM_VIDEO, INSTAGRAM, MOBILE_OPTIMIZED_VIDEO, PAGE_POST_ENGAGEMENT, REACH, TV_COMMERCIAL, TV_FACEBOOK, VIDEO_VIEW_OPTIMIZATION, LOW_FREQUENCY, MEDIUM_FREQUENCY, HIGH_FREQUENCY} `adaccounts` list<int64> `ads` list<numeric string or integer> `adsets` list<numeric string or integer> `campaigns` list<numeric string or integer> `control_percentage` float with at most two digits after decimal point `treatment_percentage` float with at most two digits after decimal point Show child parameters
`client_business` numeric string or integer	Business associated with study
`confidence_level` float	Confidence level used in power calculation and final report
`cooldown_start_time` integer	The beginning of the pre measurement cooldown period. This period ends when the study period starts.
`creative_test_config` JSON object	(Optional) Configuration for launching a 2-5 cell creative test. Specify either daily_budget or lifetime_budget_percentage to set the budget allocation for the study across the cells' ads. Study "type" field must be defined as SPLIT_TEST_V2 when creative_test_config is included in the request.
`description` string	A brief description about the purpose of the study.
`end_time` integer	The time when the study period ends.
`name` string	The name of the study.
`objectives` list<Object>	A vector of objects describing the objectives assigned to this study `id` numeric string or integer `is_primary` boolean `name` string `type` enum {SALES, NONSALES, MAE, TELCO, FTL, MAI, PARTNER, BRANDLIFT, BRAND, MPC_CONVERSION, CONVERSIONS} `offsite_datasets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `adspixels` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `customconversions` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `applications` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `offline_conversion_data_sets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `product_sets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `product_catalogs` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters Show child parameters
`observation_end_time` integer	The end of the observation period for this study, this period starts when the study period ends.
`start_time` integer	The time when the study period starts.
`type` enum {LIFT, SPLIT_TEST, CONTINUOUS_LIFT_CONFIG, GEO_LIFT, BACKEND_AB_TESTING, CREATIVE_SPEND_ENFORCEMENT, PORTFOLIO_OPTIMIZER, VERSION_CONTROL}	The type of ad study, either SPLIT_TEST or LIFT.
`viewers` list<int>	The list of people who this study has been shared with.

Return Type

This endpoint supports read-after-write and will read the node represented by id in the return type.

Struct  {
id: numeric string,
cell_ids:  List  [numeric string],
objective_ids:  List  [numeric string],
}

Error Codes

Error Code	Description
100	Invalid parameter
200	Permissions error

/{business_id}/ad_studies

You can make a POST request to ad_studies edge from the following paths:

/{business_id}/ad_studies

When posting to this edge, an AdStudy will be created.

Parameters

Parameter	Description
`cells` list<Object>	Describes the cells in the study. required `description` string `id` int64 `name` string `creation_template` enum {AUTOMATIC_PLACEMENTS, BRAND_AWARENESS, FACEBOOK, FACEBOOK_AUDIENCE_NETWORK, FACEBOOK_INSTAGRAM, FACEBOOK_NEWS_FEED, FACEBOOK_NEWS_FEED_IN_STREAM_VIDEO, IN_STREAM_VIDEO, INSTAGRAM, MOBILE_OPTIMIZED_VIDEO, PAGE_POST_ENGAGEMENT, REACH, TV_COMMERCIAL, TV_FACEBOOK, VIDEO_VIEW_OPTIMIZATION, LOW_FREQUENCY, MEDIUM_FREQUENCY, HIGH_FREQUENCY} `adaccounts` list<int64> `ads` list<numeric string or integer> `adsets` list<numeric string or integer> `campaigns` list<numeric string or integer> `control_percentage` float with at most two digits after decimal point `treatment_percentage` float with at most two digits after decimal point Show child parameters
`client_business` numeric string or integer	Business associated with the study.
`confidence_level` float	Confidence level used in power calculations and final study report.
`cooldown_start_time` integer	Start of the pre-measurement cool-down period. This period ends when the study period starts.
`creative_test_config` JSON object	(Optional) Configuration for launching a 2-5 cell creative test. Specify either daily_budget or lifetime_budget_percentage to set the budget allocation for the study across the cells' ads. The study's "type" field must also be defined as SPLIT_TEST_V2 when creative_test_config is included in the request.
`description` string	The purpose of the study.
`end_time` integer	Time when the study period ends. required
`name` string	Name of the study. required
`objectives` list<Object>	A vector of objects describing the objectives assigned to this study. `id` numeric string or integer `is_primary` boolean `name` string `type` enum {SALES, NONSALES, MAE, TELCO, FTL, MAI, PARTNER, BRANDLIFT, BRAND, MPC_CONVERSION, CONVERSIONS} `offsite_datasets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `adspixels` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `customconversions` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `applications` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `offline_conversion_data_sets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `product_sets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `product_catalogs` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters Show child parameters
`observation_end_time` integer	The end of the observation period for this study. This period starts when the study period ends.
`start_time` integer	The time when the study period starts. required
`type` enum {LIFT, SPLIT_TEST, CONTINUOUS_LIFT_CONFIG, GEO_LIFT, BACKEND_AB_TESTING, CREATIVE_SPEND_ENFORCEMENT, PORTFOLIO_OPTIMIZER, VERSION_CONTROL}	The type of ad study, such as `SPLIT_TEST` or `LIFT`.
`viewers` list<int>	This study is shared with these people.

Return Type

This endpoint supports read-after-write and will read the node represented by id in the return type.

Struct  {
id: numeric string,
}

Error Codes

Error Code	Description
100	Invalid parameter
200	Permissions error

Updating

To update study fields:

Select language

curl \
-F 'name="new name"' \
-F 'end_time=1437004800' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<API_VERSION>/<AD_STUDY_ID>

Add a cell an existing study and change treatment_percentage of all the cells:

Select language

curl \
-F 'cells=[{id:<CELL_ID>,treatment_percentage:50},{id:<CELL_ID>,treatment_percentage:10},{name:"Group C",treatment_percentage:20,adsets:[<AD_SET_ID>]}]' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<API_VERSION>/<AD_STUDY_ID>

Limitations

To update treatment_percentage for a cell, do it at the study level along with other cells. You also make updates to a study to add additional cells to it. You must provide the percentage of all existing and new cells in the study update since they are correlated.

Once the study runs, you cannot update start_time, treatment_percentage for cells. You cannot remove associated objects such as adsets, adaccounts, campaigns. However, you can update end_time to the future time if the study is not yet ended and add new associated objects to the cells if needed.

/{ad_study_id}

You can update an AdStudy by making a POST request to /{ad_study_id}.

Parameters

Parameter	Description
`cells` list<Object>	A shape to describe the cells of the study `description` string `id` int64 `name` string `creation_template` enum {AUTOMATIC_PLACEMENTS, BRAND_AWARENESS, FACEBOOK, FACEBOOK_AUDIENCE_NETWORK, FACEBOOK_INSTAGRAM, FACEBOOK_NEWS_FEED, FACEBOOK_NEWS_FEED_IN_STREAM_VIDEO, IN_STREAM_VIDEO, INSTAGRAM, MOBILE_OPTIMIZED_VIDEO, PAGE_POST_ENGAGEMENT, REACH, TV_COMMERCIAL, TV_FACEBOOK, VIDEO_VIEW_OPTIMIZATION, LOW_FREQUENCY, MEDIUM_FREQUENCY, HIGH_FREQUENCY} `adaccounts` list<int64> `ads` list<numeric string or integer> `adsets` list<numeric string or integer> `campaigns` list<numeric string or integer> `control_percentage` float with at most two digits after decimal point `treatment_percentage` float with at most two digits after decimal point Show child parameters
`client_business` numeric string or integer	Business associated with study
`confidence_level` float	Confidence level used in power calculation and final report
`cooldown_start_time` integer	The beginning of the pre measurement cooldown period. This period ends when the study period starts.
`creative_test_config` JSON object	(Optional) Configuration for launching a 2-5 cell creative test. Specify either daily_budget or lifetime_budget_percentage to set the budget allocation for the study across the cells' ads. Must be used with study type SPLIT_TEST_V2
`description` string	A brief description about the purpose of the study.
`end_time` integer	The time when the study period ends.
`name` string	The name of the study.
`objectives` list<Object>	A vector of objects describing the objectives assigned to this study `id` numeric string or integer `is_primary` boolean `name` string `type` enum {SALES, NONSALES, MAE, TELCO, FTL, MAI, PARTNER, BRANDLIFT, BRAND, MPC_CONVERSION, CONVERSIONS} `offsite_datasets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `adspixels` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `customconversions` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `applications` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `offline_conversion_data_sets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `product_sets` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters `product_catalogs` list<JSON or object-like arrays> `id` numeric string or integer required `event_names` list<string> Show child parameters Show child parameters
`observation_end_time` integer	The end of the observation period for this study, this period starts when the study period ends.
`start_time` integer	The time when the study period starts.
`type` enum {LIFT, SPLIT_TEST, CONTINUOUS_LIFT_CONFIG, GEO_LIFT, BACKEND_AB_TESTING, CREATIVE_SPEND_ENFORCEMENT, PORTFOLIO_OPTIMIZER, VERSION_CONTROL}	A type of the study.
`viewers` list<int>	The list of people who this study has been shared with.

Return Type

This endpoint supports read-after-write and will read the node to which you POSTed.

Struct  {
success: bool,
cell_ids:  List  [numeric string],
objective_ids:  List  [numeric string],
}

Error Codes

Error Code	Description
100	Invalid parameter
200	Permissions error

Deleting

To delete a study:

curl -X DELETE
"https://graph.facebook.com/<API_VERSION>/<AD_STUDY_ID>"

You can't perform this operation on this endpoint.