What does a 50/50 split imply about traffic distribution in Google Ads experiments?

• A. Each variant receives roughly half of the eligible traffic
• B. The first variant gets all traffic until data is collected
• C. Traffic is split randomly between all campaigns
• D. The second variant gets all the traffic

Answer: (A)

In Google Ads experiments, traffic is distributed randomly between the control and the variant to enable a fair comparison. A 50/50 allocation means both versions get about half of the eligible traffic. This equal exposure helps ensure that any observed differences in outcomes—like clicks, conversions, or cost per action—reflect the true effect of the change rather than differences in how much traffic each version received. In practice, you may see a tiny deviation from exactly half due to random variation, but the aim is an even split. The other scenarios describe one version getting all the traffic or a non-random split, which wouldn’t provide a balanced basis for evaluating impact.