For campaigns in which elements have been set up as A/B tests, the A/B Testing section within Data & Insights shows how the different variants of an element compare against each other.
For each variant, you’ll see the key performance indicators—such as impressions, clicks, and CTR—side by side, allowing you to immediately see which variant resonates best with your target audience within the selected time period and filters.
This section serves as the analytical counterpart to creating A/B test sets in the Elements module: while creating an A/B test simply involves putting together the variants, this section provides the final answer to the question of which variant actually performs better.
Based on these figures, you can make an informed decision to roll out the winning variant more widely and phase out the other variants.