Manually testing custom product pages has long been a complex and time-consuming task. The constant switching between variations, the uncertainty about statistical validity, and the sheer amount of time it takes… It’s enough to make anyone question if the insights are even worth the effort.

That’s why I’m thrilled to announce our newest innovation: CPP A/B Testing, which is entering closed beta today. This development marks another milestone in our roadmap to deliver the most advanced Apple Ads campaign management platform in the market. 

Interested in early access? Join our waitlist to be notified as soon as it becomes publicly available.

Listening to what you actually need

In my previous blog post, I shared our commitment to customer-first product development. I talked about how “we’re listening to our clients and community members closer than ever” and working toward “an even more seamless product experience, one that spans SMBs all the way to the biggest enterprises.”

I wasn’t just saying that. We took our conversations with our community to heart, and guess what kept coming up again and again? Custom product pages A/B testing was consistently among the most requested additions from our user community. Our surveys and field research confirmed two major pain points that app marketers are struggling with: the excessive amount of manual effort required to run custom product page tests and the nagging doubt about whether the results are dependable.

This request came at the perfect time, as our data was also showing just how important custom product pages have become. Per MobileAction’s 2025 Apple Ads Benchmark Report data, custom product pages impressions climbed 13.6% YoY to 6.56B in 2024, and conversion rates by custom product pages improved from 42.13% to 55.87%, confirming custom product pages as a high-impact lever for maximizing every ad click in a mobile marketing landscape marked by rising user acquisition costs and a strategic tool for app discovery.

On top of all these, as an official Apple Ads Partner, we recognize the strategic importance of custom product pages within the Apple ecosystem. Apple’s support for custom product pages in Search tab ads and deep links demonstrates its growing importance in the app marketing landscape. Despite this clear value, marketers have been left without proper testing tools to capitalize on the opportunity that custom product pages present. The increasing importance of this feature, combined with the challenges in testing it, made developing this solution our top priority.

Reimagining how custom product pages are tested

The traditional approach to custom product page testing required careful attention from app marketing teams. The process involved dedicating time to operational tasks such as manually pausing or activating ads and ad groups, while teams worked to ensure the statistical validity of their test results.

This tool is designed for anyone running Apple Ads campaigns with custom product pages. It’s especially helpful if you’re juggling multiple ad groups and creatives and need precise, statistically valid insights into performance. While it’s a game-changer for medium-to-large enterprises focused on optimization, the test automation benefits make it valuable for teams of all sizes.

Before CPP A/B Testing, marketers faced:

  • Manual exhaustion: Spending hours manually activating, pausing, and adjusting ad groups and creatives
  • Statistical doubt: Never really knowing if your test results are reliable
  • Seasonal headaches: Wondering if holiday traffic is skewing your results
  • Inconsistent conditions: Trying (and often failing) to maintain stable test environments

After CPP A/B Testing, you’ll:

  • Set it and forget it: Test elements are automatically activated, duplicated, and paused based on statistically-driven schedules
  • Get 90% confidence: Clear confidence levels let you know when you can trust your results
  • Weather any storm: Tests account for seasonality and traffic fluctuations automatically
  • Receive smart recommendations: Get suggestions for optimal test durations and switch intervals

After careful interviews with our client base, we discovered that marketers employ diverse strategies when testing custom product pages. To accommodate these varied approaches, we’ve built CPP A/B Testing with flexibility at its core.

Our platform offers two powerful testing methodologies, each designed to address specific testing objectives:

  • Switch testing: Displays one custom product page at a time, intelligently rotating between variants on your chosen test timeframe (hourly, daily, or weekly). This approach ensures each variant receives equal exposure across different time periods, controlling for time-based variables like day-of-week effects. You can run a switch test for either ad groups or ads within a single ad group. 
  • Parallel testing: Maintains all variants live simultaneously throughout the entire test duration. This method is ideal when you want to find the best matching ad group for a specific custom product page or when you need a test that’s 100% protected against seasonality effects. When structuring the test, you have two options for running it: same ad group, different custom product pages, or different ad groups, with the same custom product page.

You select the method that aligns with your specific campaign goals and testing philosophy, while our system handles all the complex statistical calculations behind the scenes. Both approaches deliver results with a 90% confidence level, providing the statistical reliability you need to make data-driven decisions.

Join the waitlist for early access

Sounds exciting, right? We’re launching our closed beta program with select customers today, and we want you to be next. Transform your approach from time-consuming manual tests to automated, statistically validated insights that drive real results. 

Join our waitlist now to receive immediate notification when CPP A/B Testing becomes available to all customers.