Meta testing roadmap

All prospecting. 1–2 tests per day. Day 1 sets the baseline across all categories — every subsequent test changes one variable only.

Total variants
—
Queue
—
Live
—
Winners
—
Losers
—
Day 1 baseline
Single variable change
Live
Winner
Loser
Day
Variant
Category
Status
Start date
Notes
KPI focus
Overall setup
D1
Early micro-conversion
Optimize for landing page view or initiate checkout
baseline
Setup
Cost per micro-conv
D8
Deep micro-conversion
Optimize for add to cart or lead form submit
↳ changes setup
Setup
Cost per micro-conv
D9
Reach optimization
Maximize impressions, no conversion signal
↳ changes setup
Setup
Cost per micro-conv
D10
Advantage+ shopping campaign
Fully automated — Meta controls audience, placements, budget
↳ changes setup
Setup
Cost per micro-conv
Audience
D1
Competitor interests
People following or engaging with direct competitor pages
baseline — highest intent, no seed list needed
Audience
Cost per micro-conv, bounce rate
D2
Value-based LAL — 12mo conversions
Seeded from highest LTV customers in the last 12 months
↳ changes audience
Audience
Cost per micro-conv, bounce rate
D3
Startup interest + competitor overlap
Stacked: startup interest AND competitor page engagement
↳ changes audience
Audience
Cost per micro-conv, bounce rate
D4
Accelerator interest
Interested in YC, Techstars, AngelList, 500 Startups
↳ changes audience
Audience
Cost per micro-conv, bounce rate
D5
Founder job title targeting
CEO / Founder / Co-founder at companies with 1–10 employees
↳ changes audience
Audience
Cost per micro-conv, bounce rate
D6
Startup toolstack interest
Notion, Stripe Atlas, Linear, Clerky — active builder signal
↳ changes audience
Audience
Cost per micro-conv, bounce rate
Hook / message
D1
Pain point
"Tired of X?" — lead with the frustration
baseline — strongest emotional resonance for founders
Hook
Hook rate, bounce rate
D7
Social proof
"X founders raised using this" — open with a real result
↳ changes hook
Hook
Hook rate, bounce rate
D11
Curation
"The only fundraising resource you'll ever need"
↳ changes hook
Hook
Hook rate, bounce rate
D12
Value / offer
Lead with a concrete outcome or ROI number
↳ changes hook
Hook
Hook rate, bounce rate
Aesthetic
D1
Minimal light pastel
Soft colors, clean type, white space — looks organic in feed
baseline — premium signal, blends as native content
Aesthetic
Hook rate, CTR
D13
Name / face pull
Recognizable face or founder name dominates the visual
↳ changes aesthetic
Aesthetic
Hook rate, CTR
D14
Bright bold pop
High saturation, heavy contrast — built to interrupt scroll
↳ changes aesthetic
Aesthetic
Hook rate, CTR
Ad type
D1
Single static image
One image, one headline, one CTA
baseline — fastest to produce and iterate
Ad type
Hook rate, CTR
D15
Carousel
Multi-card swipeable, one idea per card
↳ changes ad type
Ad type
Hook rate, CTR
D16
Short-form video
15–30s produced or UGC — highest production lift
↳ changes ad type
Ad type
Hook rate, CTR