B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
10
10 -- concurrent experiments per user for Facebook users (2025)
The average Facebook user is unknowingly part of approximately 10 experiments at any given time according to a UBC Sauder study.
- Approximation ('about 10')
- Conducted without user awareness ('unknowingly')
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
10
Unit
Count
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
UBC Sauder
Primary
Tier C
https://kirro.io/meta-ab-testing ↗
Source Article
Facebook A/B testing: test Meta ads the right way
Meta A/B testing is a built-in tool inside Ads Manager. It splits your audience into separate groups and shows each group a different version of your ad. Then it tells you which one performed better. You can test creative, audiences, placements, and more across both Facebook and Instagram.
That’s th…
Original Research
UBC Sauder
· Original study ↗
Methodology
UBC Sauder study cited
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Facebook users: 10 concurrent experiments per user. Source: UBC Sauder (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/facebook-user-experiments-overlap
HTML Embed
<blockquote cite="https://lighthousedata.io/data/facebook-user-experiments-overlap" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>10</strong> -- concurrent experiments per user for Facebook users<br><small>Source: UBC Sauder (2025) · <a href="https://lighthousedata.io/data/facebook-user-experiments-overlap" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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