A: Hey, thanks for the question!

Our best practice suggestion is to spend about your avg. CPA (for the KPI you are testing) per ad variant. So if you have 100 ad variants to be tested and your avg. CPA is $10, you'll want to spend $1000 on a test. Of course, this can be adjusted based on your budget, number of ads you'd like to test, and your CPA.

The campaign length is automatically set to 7 days so that each day of the week is hit evenly. However, some of the more advanced marketers using Marpipe prefer to iterate even faster than 7 days. They may run the $1000 test halfway only to $500, then pause the campaign and use the limited data to build a new test with winning ad components that they can launch right away!

We've created a blog post walking through various scenarios for structuring and planning your creative tests. Check it out here: https://www.marpipe.com/blog/structuring-your-multivariate-experiment