The 6 best ad testing tools for top ad performance in 2025
Ad testing in 2025 goes beyond simple A/B splits. Marketers need tools that handle multivariate testing, AI-driven creative optimization and post-test analysis. The biggest challenge isn’t running tests—it’s making sense of results. This guide covers six top tools for testing ads, from Marpipe to Zappi, plus how Superads turns scattered test data into actionable creative intelligence you can scale.
Creative has become the ultimate performance lever in paid social. But here's the thing: running tests is just half the battle.
And the real challenge is making sense of what worked, why it worked and how to scale those insights across your campaigns.
Most ad testing tools help you execute experiments, but they leave you hanging when it comes to understanding your results.
Here we show you the tools that will help you do the AB testing you need right now. As well as Superads, to turn your raw test data into creative intelligence that actually drives decisions.
What paid marketers need in ad testing tools today
Ad testing has evolved far beyond A/B splits. Today's marketers need tools that can handle the complexity of modern creative strategies that lead to high-value conversions.
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Beyond simple A/B testing
Multivariate testing, dynamic creative optimization (DCO) and AI-driven test design are now table stakes. The days of testing one headline against another are over. Smart marketers are testing multiple creative variables simultaneously to understand what combination of elements drives performance.
Creative-centric testing approaches
The focus has shifted from audience and placement tests to creative variants, messaging angles and emotional appeal. Since Apple prioritized limiting targeting precision according to users’ preferences, creative performance has become the primary differentiator between winning and losing campaigns.
The growing role of AI
AI is transforming ad testing by automating hypothesis generation, creating creative variations and predicting outcomes before you spend a dollar. The best testing tools now use machine learning to identify patterns humans would miss.
Importance of post-test analytics
Running tests is one thing—interpreting results across platforms, audiences and KPIs is where most teams struggle. Tools that offer granular creative performance insights post-test are critical for turning experiments into scalable strategies.
4 common challenges marketers face when testing ads
Even with robust testing tools, most paid marketers hit the same roadblocks when trying to scale their learnings and optimize performance. Overcoming these hurdles is key to achieving true marketing efficiency and consistent growth.
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1. Fragmented and siloed testing processes
One of the most significant challenges in modern paid advertising is the fragmented nature of testing tools.
Marketers often run experiments in a siloed environment, using each platform's native tools: Meta's A/B tests, Google Ads' Ad Variations, TikTok's Creative Testing Suite or LinkedIn's A/B tests. This approach creates a complex web of isolated data.
- The problem: There is no single, unified source of truth for test results across all channels. A winning creative on Instagram may not perform well on LinkedIn, but without a centralized system to consolidate and analyze this data, marketers are forced to manually export, organize, and compare results in spreadsheets.
- The impact: This manual process is not only time-consuming but also prone to error. It prevents a cohesive, cross-platform advertising strategy and makes it nearly impossible to build a consistent knowledge base about what works across an entire integrated marketing campaign.
2. The inability to extract actionable creative insights
While native ad managers excel at providing top-level performance metrics, they often fall short in helping marketers understand why one ad creative succeeded over another.
A test might tell you that "Video Ad B" had a 30% higher click-through rate than "Video Ad A," but it doesn't explain what specific element drove that performance.
- The Problem: Marketers lack the granular insights needed to learn from their tests. Was it the captivating opening hook? The color palette? The emotional tone of the voiceover? Without these details, creative teams are left to guess which elements to replicate or discard, leading to inefficient production cycles and a slower creative learning curve.
- The Impact: This data-insight gap stalls the optimization process. Marketers can identify winning ads, but they can't develop a repeatable framework for producing more successful creative assets. This hinders their ability to scale winning ad concepts and can lead to ad fatigue faster.
3. Manual reporting fatigue and delayed learning
The journey from a completed ad test to an actionable report is often a long, manual one. Marketers are frequently bogged down by the tedious work of data compilation and visualization.
- The Problem: After a test concludes, media buyers or analysts must spend hours manually exporting data, cleaning it up, creating charts in presentation software, and writing summaries. This is a massive time sink that distracts from more strategic, high-value work.
- The Impact: The time lag between test completion and insight dissemination is a major blocker. By the time a comprehensive report is ready, the next campaign may already be live, making the hard-won learnings a reactive rather than a proactive tool. This lack of a streamlined reporting process prevents teams from making agile, data-driven decisions in real-time.
4. The raw data-insight gap
Even when testing tools and reporting are sophisticated, a fundamental challenge remains: raw data is not the same as strategic direction.
A dashboard full of numbers is useless without the human and technological context to turn it into a clear, actionable takeaway.
- The Problem: Marketers are often overwhelmed by data without a framework to surface key insights. A report might show that "Ad Set C" had the lowest cost per acquisition (CPA), but the true insight might be, "Leveraging user-generated content in ad creative significantly lowers CPA among our retargeting audience."
- The Impact: This gap prevents teams from moving beyond simple reporting to true performance optimization. Without a system that not only collects data but also synthesizes and surfaces strategic recommendations, marketing teams struggle to build a centralized knowledge base that informs future creative briefs, media buying strategies and overall business growth.
6 best ad testing tools of 2025 (and Superads' role in analyzing results)
While numerous tools help you execute a wide range of ad tests, from simple A/B splits to complex multivariate experiments, the real power comes from understanding why certain creatives perform.
This section details the leading ad testing platforms of 2025 and highlights how Superads serves as your essential partner for in-depth, post-test creative analysis.
1. Superads: Your post-test creative analytics partner
Think of Superads as your creative intelligence layer. While other tools execute tests, Superads helps you understand what happened and why.
Key features for post-test analysis:
- AI-powered creative tagging that analyzes elements like hooks, formats, CTAs and visual styles
- Cross-platform dashboards to compare test results across Meta, LinkedIn and TikTok
- Customizable, shareable reports to communicate test findings with creative and media teams
- Tools that translate raw test data into actionable creative insights for future iterations
- Set up is straightforward, thanks to Superads’ seamless integration with Meta, TikTok and LinkedIn. No intermediaries required.
- Report building is easy with Superads’ intuitive interface. Reports and dashboards can be customized to any range of metrics and dimensions, depending on your priorities.
Superads doesn't run ad tests, but it's designed to help marketers evaluate and dissect creative performance after tests are conducted, turning data into profitable strategies made to scale.
- Use case: After running tests through Meta Experiments or Marpipe, Superads helps visualize which creative variations performed best and identifies the specific elements driving success.
- Pricing: Sign up for a free plan today, or go with the professional plan starting at $49 per month (free trial included).
- Best for: Performance marketers, creative directors and branding teams managing multiple customers and omnichannel ad campaigns.
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2. Marpipe
Source: Marpipe
Key features:
- Automated ad variation generation
- Multivariate testing at scale
- Creative intelligence and detailed analytics
- Built-in confidence meter
- Simplified budgeting
- Drag-and-drop editor
Marpipe is a multivariate ad testing platform designed to help businesses optimize their ad creative and improve campaign performance. It automates the process of generating ad variations and conducting large-scale tests, providing granular insights into which creative elements resonate most with audiences.
This tool automatically creates numerous ad variants by combining different creative elements like images, copy and calls to action within pre-defined templates. Users can easily design and customize ad creatives and manage variations using an intuitive drag-and-drop interface.
- Pricing: Free trials available. Expert plans can go as high as $999
- Best for: Iterative creative experimentation with detailed performance breakdowns.
- Cons: Businesses should consider their specific needs regarding multi-platform support, technical resources, and budget before choosing
3. Zappi
Source: Zappi
Key features
- Concept testing
- Ad testing
- AI-powered insights
- AI quick reports
- AI concept optimizer
Zappi is a market research platform that focuses on ad testing and concept evaluation. The platform uses AI to help businesses optimize ad creative and product innovation through consumer feedback and predictive analytics. It helps validate ideas and improve advertising messages before launching campaigns or products.
This tool uses AI and machine learning to analyze consumer feedback and predict ad performance. It does this based on factors like past campaigns, audience behavior and market trends. These AI-generated reports provide summaries of quantitative and qualitative data. They allow users to quickly grasp key takeaways and insights
- Pricing: Subscription-based pricing model. Custom for each company.
- Best for: Brands wanting consumer feedback before investing in production
- Cons: Unpredictable pricing. In addition, Zappi relies on pre-defined methodologies and templates. This may limit customization options
4. Behavio Labs
Source: Behavio Labs
Key features:
- Behavioral Science-Driven Methodology
- Brand-Need-Emotion Test.
- Implicit Association Testing (IAT)
- Randomized Controlled Trials (RCTs)
- Second-by-Second Analysis
- AI-Powered Attention Heatmaps
- Brand Tracking
Behavio Labs is a market research platform focused on ad testing and brand tracking, emphasizing behavioral science and its impact on consumer decision-making.
It aims to help brands understand how their ads influence attention, emotion and long-term brand building, ultimately leading to greater marketing effectiveness and ROI.
Behavio Labs utilizes a methodology based on behavioral science, analyzing how ads capture attention and drive emotional responses
- Pricing: Starts at $2,000 per test
- Best for: Brands testing brand-building creatives with a focus on long-term impact
- Cons: Some users find the templates and methods might be less customizable than other options. Users need to manage their campaigns on the Behavio platform
5. VWO (Visual Website Optimizer)
Source: VWO
Key features:
- A/B testing
- Multivariate testing
- Visual editor
- User behavior analysis
- Targeting and segmentation
- Goal tracking (e.g., conversions, form fills)
- Reporting and analytics
- Integration with popular analytics platforms, CRM systems and other marketing tools
VWO, originally known as Visual Website Optimizer, is a platform primarily focused on conversion rate optimization (CRO). It allows businesses to conduct A/B tests, multivariate tests, and user behavior analysis to improve website and app performance. VWO provides detailed reports and analytics dashboards to help you understand test results and make data-driven decisions
While its main strength is CRO, VWO has expanded to include creative testing within ad funnels, helping users align their ad creatives with landing page experiences for a more optimized user journey.
- Pricing: Free trial. Multiple plans starting from $113 per month. Customizable plans for enterprises. Pricing can vary depending on your location, the number of users, and the specific features you require.
- Best for: businesses wanting to align ad tests with landing page experiences for full-funnel optimization
- Cons: While VWO offers reporting, some users have reported occasional glitches or limitations with certain reporting features, like reports with old data or issues with graphs.
6. Attest
Source: Attest
Key features:
- Creative testing:
- Survey-based feedback
- Audience panel access
- Top targeting and segmentation
- Expert support
Attest is a consumer research platform that helps brands make data-backed decisions through creative testing, brand tracking, concept testing and market analysis. This tool facilitates the comparison of different ad versions (images, videos, audio clips, text) and campaign ideas to determine which ones are most likely to drive desired results.
Its approach centers around survey-based feedback and audience panel research, providing businesses with insights into how their creative assets resonate with target audiences before significant investment is made in production and campaign launch.
Attest aims to deliver these insights quickly and efficiently, facilitating agile decision-making and fostering customer-centric strategies.
- Pricing: Free trial available. Plans start at $2,000 per month.
- Best for: Ideal for concept testing before campaign launch by using qualitative feedback with early-stage creative validation
- Cons: Analyzing A/B tests can sometimes require launching separate surveys, which can make direct comparison less streamlined
How Superads complements ad testing tools
While tools like Marpipe and Zappi execute the tests, Superads is where marketers make sense of the results from a creative perspective.
Key value for creative strategists
You can visualize which creative elements, copy tone, visual motif, format, correlate with performance KPIs. Track performance across platforms to see if a winning variant on Meta performs similarly on LinkedIn or TikTok. Build shareable dashboards for internal teams to iterate faster.
Superads completes the testing loop, from raw experiment results to creative learnings that drive future campaign decisions. It helps strategists reduce manual reporting time and gain insight-driven clarity on what creative elements actually drive results.
Why testing and analysis work better together
The best ad testing workflow in 2025 combines execution tools with insight platforms. This approach helps teams optimize faster and smarter by identifying what works, why it works and how to scale those insights across campaigns, platforms and audiences.
The brands winning in paid social aren't just testing more. They’re getting better at turning test results into creative intelligence that compounds over time.
Superads helps you get leverage from this data.
Start converting from your best creative today.
Improve your ad campaigns
With the only AI-powered creative insights tool
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