Free tool
Meta Creative Testing Calculator
Testing 20 creatives on a budget that only supports 4 means burning spend without learning anything. Enter your budget, split and CPA: the tool tells you how many creatives you can actually judge.
Start with the robust scenario for new concepts, keep the broad test for variations of a concept that already works.
Indicative estimates. Budget per creative depends on your conversion rate, the stability of your CPA and your campaign structure. Adjust both thresholds to match how firm a read you need.
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How the calculation works
Testing budget = Monthly budget × Testing share Budget per format = Testing budget × Format share Number of creatives = Format budget ÷ (Threshold × CPA)
The testing budget splits between video and static. To judge a creative honestly, it needs enough delivery to exit the learning phase and gather enough conversions: that minimum is expressed in multiples of your target CPA, the read threshold. Dividing a format budget by that threshold gives the number of creatives you can test.
Example: €800 budget, 50% in testing gives €400. Split 20% video / 80% static, that is €80 and €320. With an €8 CPA and a broad threshold of 4× CPA (€32 per creative), you can test 2 videos and 10 statics. At a robust threshold (8× CPA, €64 per creative): 1 video and 5 statics.
Frequently asked questions
Why a minimum budget per creative?
A creative needs enough delivery to exit the learning phase and gather enough conversions to be judged. Below that, you are comparing noise and risk killing a good creative (or keeping a bad one) on a non-significant signal. Expressing that minimum in multiples of CPA keeps the reasoning adaptable to your account.
Broad test or robust test, which one?
The robust test (high threshold) is for validating new concepts: fewer creatives, but each gets enough budget for a reliable decision. The broad test (low threshold) is for declining variations of a concept that already works: more creatives, faster but softer read. In practice: concepts in robust, variations in broad.
What threshold should I use?
A starting rule: 4× CPA for a quick read, 8× to 10× CPA for a solid decision. The more volatile your CPA or the lower your conversion rate, the higher you should set the threshold. Both fields are editable to match your standard.
Video or static, how to split?
It depends on your production capacity and on what already performs. Static is cheaper to produce and allows more variations; video needs more budget per creative but often captures better at the top of the funnel. Many accounts start around 20 to 30% video, then adjust based on results.
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