Split Destination Tests in FERMÀT allow you to run a persistent comparison between your existing site experience and a FERMÀT Funnel. This helps you understand the incremental lift FERMÀT is driving versus your current setup.
What’s in this guide:
What is a Split Destination Test?
A Split Destination Test in FERMÀT uses Forever Link split destinations to route traffic between two destinations:
A FERMÀT Funnel
A BAU (business-as-usual) destination, such as your homepage, collection page, PDP, or quiz
Traffic is split at the link level, allowing you to measure performance between the two destinations using the same ad, audience, and spend.
This type of test is commonly used as a holdout test to compare “the new way” (FERMÀT) against “the old way” (your existing site experience).
When to Use a Split Destination Test
Split Destination Tests are best used when you want to:
Measure incremental lift from FERMÀT Funnels
Compare funnel performance against your existing site
Maintain an always-on benchmark for BAU performance
Test FERMÀT without fully turning off existing traffic flows
This is especially useful for non-product-specific ads that traditionally drive traffic to broader destinations like a homepage or quiz.
Requirements Before You Start
Before setting up a Split Destination Test, make sure you have:
A live FERMÀT Funnel
A Forever Link (new or existing)
A BAU destination URL (homepage, collection, PDP, or quiz)
GA4 access granted to FERMÀT
An active ad using the Forever Link (or ready to create one)
Setting Up a Split Destination Test
1. Select the Forever Link You Want to Split Traffic
Navigate to the Forever Links section in FERMÀT and locate the link connected to your ad.
Click the three dot more option and select Edit Button next to the Forever Link you want to use for the test.
2. Set the Destinations
In the edit view, configure the two destinations:
Destination 1: Your FERMÀT Funnel
Destination 2: An external BAU URL on your site
Split destination testing currently supports routing traffic between a FERMÀT Funnel and an external site URL.
Once both destinations are set, choose how traffic should be allocated between them.
For an ongoing split destination test, we recommend:
80–90% of traffic to the FERMÀT Funnel.
10–20% of traffic to the BAU destination.
This allows you to maintain a meaningful comparison while still prioritizing funnel performance.
3. Save and Monitor
Save the split destination configuration.
Once saved, a new analytics view will appear for this Forever Link. You can now monitor performance across both destinations.
Available metrics include:
ROAS
Conversion Rate (CVR)
Cost per Acquisition (CPA)
Average Order Value (AOV)
Revenue and engagement metrics
These insights allow you to directly compare how FERMÀT Funnels perform relative to your BAU experience.