When performing A/B testing on ad creatives, what statistical measure must be achieved to confidently declare a 'winning' variation?

When performing A/B testing on ad creatives, a statistically significant p-value (typically less than 0.05) must be achieved to confidently declare a 'winning' variation. A/B testing involves comparing two or more versions of an ad creative to determine which one performs better. The p-value is a statistical measure that indicates the probability that the observed difference in performance between the variations is due to ....