What is it?
Individual variation links are test links that are leading directly to each variation of a test, instead of having one test link that divides users evenly and randomly between the variations. If the test includes 4 variations, then this test will have 4 different individual variation links, each leading to a different variation in the test.
Why should you use it?
Sometimes developers want to test concepts on the entire funnel, and not just at the point of the app store itself.
Facebook and other ad networks make decisions early on in a campaign about which ad to push more heavily – even if you create two identical ads, you’ll find one is getting much heavier activity than another.
This means to some extent the sample is inherently biased, which is why in most cases we do not recommend using individual links
Common use cases
The three main scenarios where it is worth considering using individual links are:
1. Concept testing where the different app stores in the tests are inherently different from each other and there is no ad creative that could lead to all the pages.
2. Icons and title tests: In some ad networks the icon and the title appear on the level of the ad, in order to test the performance of different icons on the entire funnel, individual variation links can be used to control the test so that users that saw the ad with icon/title X will also see the variation with an icon/title X. The alternative is for the ad creative to have an icon/title that does not correlate with any of the variants.
3. Customized audience testing: Tests are designed in such a way that each variation is meant to appeal to a different type of user, individual variation links allow the tester to send to each variation only the audience it is meant to appeal to.