> ## Documentation Index
> Fetch the complete documentation index at: https://docs.markifact.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Create Experiment

> Create a native Meta A/B split test or ad study using existing campaign/ad-set variants, including instant forms

Create a native Meta A/B split test or ad study using existing campaign/ad-set variants, including instant forms. Meta handles test allocation; budgets and ads are configured separately. Other study types require Meta eligibility.

|                       |                              |
| --------------------- | ---------------------------- |
| **App**               | Meta Ads                     |
| **Operation ID**      | `meta_ads_create_experiment` |
| **Type**              | Action                       |
| **Connection**        | `meta_ads` (required)        |
| **Credits per run**   | 1                            |
| **Agent / MCP tool**  | Yes                          |
| **Requires approval** | Yes (write operation)        |

## Inputs

| Field                  | Type                                                                                                                                                            | Required | Default      | Description                                                                                                                                                                                                                                                                                                                                                                                                                                                                  |
| ---------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------- | ------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| `business_id`          | string or SelectItem                                                                                                                                            | Yes      | -            | Meta business portfolio ID that owns the experiment, available in meta\_ads\_get\_account\_details. This is not an ad account ID.                                                                                                                                                                                                                                                                                                                                            |
| `name`                 | string                                                                                                                                                          | Yes      | -            | Name of the native Meta A/B test or ad study.                                                                                                                                                                                                                                                                                                                                                                                                                                |
| `experiment_type`      | enum (`SPLIT_TEST`, `LIFT`, `CONTINUOUS_LIFT_CONFIG`, `GEO_LIFT`, `BACKEND_AB_TESTING`, `CREATIVE_SPEND_ENFORCEMENT`, `PORTFOLIO_OPTIMIZER`, `VERSION_CONTROL`) | No       | `SPLIT_TEST` | Defaults to SPLIT\_TEST for native A/B testing. Other study types have separate Meta eligibility and configuration requirements.                                                                                                                                                                                                                                                                                                                                             |
| `start_time`           | integer or string                                                                                                                                               | Yes      | -            | Study start as Unix seconds/milliseconds or an ISO datetime. Dates without a timezone use UTC.                                                                                                                                                                                                                                                                                                                                                                               |
| `end_time`             | integer or string                                                                                                                                               | Yes      | -            | Study end as Unix seconds/milliseconds or an ISO datetime. Dates without a timezone use UTC.                                                                                                                                                                                                                                                                                                                                                                                 |
| `cells`                | array of object or string                                                                                                                                       | Yes      | -            | Native Meta study cells as an array or JSON string, forwarded unchanged. Reference existing campaigns or adsets; prepare the form/ad variants separately. Example: \[\{"name":"A","treatment\_percentage":50,"campaigns":\["CAMPAIGN\_A\_ID"]},\{"name":"B","treatment\_percentage":50,"campaigns":\["CAMPAIGN\_B\_ID"]}]. Audience allocation is separate from campaign/ad-set budgets; this operation does not set budgets. Meta validates nested fields and combinations. |
| `objectives`           | array of object or string                                                                                                                                       | No       | -            | Optional native Meta study measurement objectives as an array or JSON string. Sent unchanged; Meta validates the objective configuration for the chosen study type. Results depend on Meta's measurement availability.                                                                                                                                                                                                                                                       |
| `description`          | string                                                                                                                                                          | No       | -            | Study description.                                                                                                                                                                                                                                                                                                                                                                                                                                                           |
| `confidence_level`     | number                                                                                                                                                          | No       | -            | Meta study confidence level, passed through to the API.                                                                                                                                                                                                                                                                                                                                                                                                                      |
| `client_business`      | string                                                                                                                                                          | No       | -            | Optional client business portfolio ID.                                                                                                                                                                                                                                                                                                                                                                                                                                       |
| `cooldown_start_time`  | integer or string                                                                                                                                               | No       | -            | Optional cooldown start as Unix seconds/milliseconds or an ISO datetime.                                                                                                                                                                                                                                                                                                                                                                                                     |
| `observation_end_time` | integer or string                                                                                                                                               | No       | -            | Optional observation end as Unix seconds/milliseconds or an ISO datetime.                                                                                                                                                                                                                                                                                                                                                                                                    |
| `creative_test_config` | object or string                                                                                                                                                | No       | -            | Optional native Meta creative test configuration object or JSON string. Sent unchanged.                                                                                                                                                                                                                                                                                                                                                                                      |
| `viewers`              | array of integer or string                                                                                                                                      | No       | -            | Optional Meta user IDs allowed to view the study, as an array or JSON array string.                                                                                                                                                                                                                                                                                                                                                                                          |

### SelectItem

| Field   | Type   | Required | Default | Description                                                                                          |
| ------- | ------ | -------- | ------- | ---------------------------------------------------------------------------------------------------- |
| `value` | string | Yes      | -       | The value of the selectable item.                                                                    |
| `label` | string | Yes      | -       | The label of the selectable item, used for display purposes. If not provided, defaults to the value. |

## Output

**Type**: `Dict`

Returns Meta's created ad study response, including its id. Use meta\_ads\_get\_experiment to read the study and cells.

**Fields**: `id`