The smarter way to optimize live campaigns (Remerge's Campaign Experiment Suite)
Testing is a core part of performance marketing, especially when it comes to in-app advertising. Traditional experimentation involves parallel A/B tests across multiple campaigns, but this often leads to added complexity where learnings are rarely actionable until the campaigns have ended. Fortunately, Remerge’s analytical products team has developed a brand new solution to combat this challenge.
What is Remerge's Campaign Experiment Suite?
Remerge’s Campaign Experiment Suite allows you to test different values for your campaign’s main optimization levers, but all within a single, live campaign. Because all of the tests are housed under your parent campaign, you don’t need to individually manage separate budgets across multiple campaigns (like you would in classic A/B testing).
With variants being tested under one campaign budget, the set up is simpler and insights emerge in real time. This complements algorithmic optimization and enables you to learn, hypothesize and optimize earlier, so that every cent of your ad budget is being spent with maximum efficiency.
How the Campaign Experiment Suite works
The Campaign Experiment Suite allows advertisers to create structured experiments within an existing campaign environment. Rather than duplicating campaigns or splitting budgets manually, experiments are configured directly within the live campaign. Traffic is distributed across different variants in a randomized way, ensuring fair comparisons between test conditions.
The campaign experiment suite allows you to test a wide range of attributes and variables. These include CPC levels, creative variations, publisher selections, and custom rules that influence campaign delivery. Because experiments are flexible, advertisers can focus on a single variable or even test combinations, depending on their objectives. Importantly, all experiments run within the original campaign budget. This removes the need for additional budget allocation and simplifies both setup and ongoing management.
Key features at a glance
- Isolated variable testing: Run structured experiments to measure the impact of specific changes, such as CPC adjustments, creative variations, or publisher selection.
- Integrated experiment workflow: Set up and launch experiments directly within live campaigns, with no need to duplicate campaigns or create separate budgets.
- Reliable results: Traffic is split randomly across campaign variants, enabling accurate and unbiased performance comparisons.
- Flexible configuration: Test any campaign attribute or combination of attributes, depending on your optimization goals.
- Dedicated expert support: Work with Remerge’s data analytics and ad operations teams to design experiments, monitor performance, and interpret results.
How the Campaign Experiment Suite benefits you
While adjustments in classic A/B testing are typically made post-campaign, the Campaign Experiment Suite has the advantage that winning settings can potentially be applied earlier, while the campaign is still running - assuming that evidence converges quickly enough.
This helps teams to better understand what drives results and where budget can be used most effectively. Experimentation and algorithmic optimization inform strategic decision making which leads to faster optimization cycles, and stronger overall performance.
One of our clients, for example, proposed a 5x frequency cap per user over 7 days, which would have reduced the addressable audience by 61% on Android and 33% on iOS. This risked a higher CPX and budget under-spend, so we used the Campaign Experiment Suite to test the impact of capped vs. uncapped delivery. The results confirmed that Remerge's evergreen settings delivered lower CPAs and roughly 2x ROAS at 100% statistical probability, proving that the algorithmic approach outperformed the manual cap.
If you’d like to unlock smarter, structured and more strategic tests like these, the Campaign Experiment Suite offers a practical and simple way for you to learn and optimize within a single campaign environment. Get in touch with Remerge today to explore how this new tool can improve the performance, cost efficiency and ROAS of your app marketing campaigns.
