A/B Testing Plan Template
for Retargeting
1. Test Overview
Test Name
Date
Objective
2. Hypothesis
Hypothesis Statement
3. Test Details
Target Audience/Segment
Channel
Test Variables (e.g., Ad Copy, Creative, CTA)
Control (A)
Variant (B)
4. Success Metrics
Primary KPI(s)
Secondary KPI(s)
5. Test Duration & Sample Size
Start Date
End Date
Estimated Sample Size
6. Results & Learnings
Summary of Results
Key Learnings
Next Steps