Split Destination

Split Destination tests different landing pages with the same ads. It creates one copy of each ad set for every landing page URL you enter, so Meta can optimise each ad and landing page pair on its own. A destination here means the website URL people land on when they click the ad.

When to Use It

Use Split Destination when you have:

• two or more clearly different landing pages, such as a product page and a quiz, or a home page and a category page, and
• a campaign where you want Meta to optimise each ad and landing page pair separately, instead of mixing all the traffic in one ad set.

If you only want different text or buttons per ad, use per-ad text instead. Split Destination is the heavier option, because it multiplies your ad sets.

Turn It On

1. Go to Account > Defaults > General.
2. Turn on Enable Split Destination Testing. The setting saves as soon as you switch it on.

A Single Destination / Split Destination toggle now appears in Ad Set Options whenever you create new ad sets.

Set Up Your Destinations

1. In Ad Set Options, tick one of the new ad set options, such as Create new ad set or Create new ad set per upload or group.
2. Click Split Destination on the toggle.
3. In Destinations, choose how many landing pages you want to test (2 to 5).
4. For each row, enter a Destination Label (a short name such as quiz) and a Website URL.
5. Check the preview table: you should see one ad set per destination.

The label is what appears in your ad set names. The URL is where that copy of the ads sends people. With Create new ad set (one ad set), the column is called Ad set name, because each label becomes the full name of its ad set.

If you leave a label empty, Ads Uploader makes one from the URL path. For example, https://example.com/quiz-v2/ becomes quiz-v2.

How It Works

With N destinations (2 to 5):

• Every ad set in your launch is created N times, once per destination.
• The ads in each copy link to that destination's URL.
• Each copy's ad set name includes the destination label, so you can tell them apart in Ads Manager.
• Each copy is its own ad set with its own budget, so your total ad set budget is multiplied by N.

Example: you have 4 ads going into 1 ad set and 3 destinations (homepage, quiz, lp-v3). Split Destination creates 3 ad sets with 4 ads each, 12 ads in total, each ad set pointing at one landing page.

How Ad Sets Are Named

When you switch Split Destination on, Ads Uploader adds {destination} to your ad set name pattern for you (for example {filename}_{destination}), and it adds the token back if you delete it. You can move it anywhere in the pattern. When you switch Split Destination off, the token is removed.

If a pattern ever has no {destination}, the label is added at the end with a hyphen: {name}-{label}.

You can also add {destination} to your ad names. Tick Use custom ad name pattern under Ad Name Options and click the Destination chip. See Ad Naming Patterns.

Dates in Labels

Type {date} or {date:short} in a label to add today's date, which helps with time-bound tests:

In labels, {date:short} includes a hyphen (04-27). In ad and ad set name patterns it does not (0427).

Limits and Checks

• 2 to 5 destinations. You cannot pick more than 5.
• Each URL must be different. Ads Uploader ignores trailing slashes and upper or lower case when comparing, so https://Example.com/a and https://example.com/a/ count as the same URL. A duplicate row is outlined in red, a "Destinations Must Be Unique" message appears, and Create Ads stays disabled until you fix it.
• Empty URLs use the source ad's link. A row with no URL uses the source ad's website URL. Two empty rows therefore count as duplicates.
• Repeated labels get a number. If two rows have the same label, the second becomes label-2.

When It Is Not Available

Split Destination cannot be used when the source ad sends people somewhere other than a website:

• Lead forms (Instant Forms)
• Messenger
• WhatsApp
• Instagram Direct
• Phone calls

These ads do not use a normal website link, so changing the URL would do nothing. The Split Destination button is greyed out, with the tooltip "Split Destination is not available for this ad format."

Split Destination also has no effect on partnership ads. If your launch includes partnership ads, the ad sets are not duplicated.

Using It with Other Features