CPP A/B Tests let you compare custom product pages (CPPs) against each other inside Apple Ads. You select 2 to 4 product pages, and Apple Ads Manager rotates traffic between them, collects performance data, and tells you which page converts best.

You can include your default product page as one of the variants, so you can test whether a custom page performs better than your current default.

Prerequisites

Before you create a CPP A/B test, make sure:

• Apple Ads Manager is connected: Follow the setup guide if you haven’t done so.
• The source ad group has traffic: The ad group you test must be at least 28 days old and have impressions, taps, and installs over that period. Apple Ads Manager uses this history to estimate the test duration and the required sample size.
• You have at least one custom product page: Create CPPs in App Store Connect first. Apple Ads Manager reads them automatically.

Create a CPP A/B test

To create a test, in the left sidebar, go to CPP A/B Tests and click Create A/B Tests.

The wizard has four steps: Ad Group(s), Ad Creative(s), Testing Method, and Review.

1. Ad Group(s)

Enter a Test Name and click Select Ad Group to pick the ad group whose CPPs you want to test. You can select up to four ad groups from the same campaign, but only if you plan to test a single ad creative across them. To compare multiple CPPs, select one ad group.

2. Ad Creative(s)

Pick the CPPs you want to compare. You can include the Default Product Page (marked as Control) plus up to three Custom Product Pages, for a total of 2 to 4 variants.

• Default Product Page: Click + Add Default to include your existing default product page as the control variant.
• Custom Product Pages: Click + Select CPP to choose a custom product page from App Store Connect.

3. Testing Method

Configure how the test runs. Apple Ads Manager calculates the Calculated Test Duration, Start Time, and End Time automatically — the values update whenever you change one of the three settings below.

Switch Time Preset

How often the system rotates between variants. If you select one that’s too high for the traffic level, the system automatically downgrades it.

Interval	Typical traffic level	Slot duration	Typical test length
Hourly	High (5,000+ impressions per day)	7 hours	Days
Daily	Normal	24 hours	Weeks
Weekly	Low (fewer than 400 impressions a day)	7 days	Months

A slot is the base time a variant runs before the system considers switching to the next one.

Desired Precision

The smallest difference in conversion rate the test can reliably detect. Options: 1%, 2%, 3%, 4%, 5%. Default: 5%. A test with 1% precision spots tiny differences but needs more data and runs longer. A test with 5% precision finishes faster but only catches larger differences.

Precision	When to use
1–2%	You expect small differences between CPPs and have high-traffic ad groups.
3–4%	Balanced default for most tests.
5%	You expect a clear winner and want results quickly.

Confidence Level

How sure you want to be that the result is real and not random noise. Options: 80%, 85%, 90%, 95%, 99%. Default: 90%. A higher confidence level needs more data.

Confidence	Trade-off
80–85%	Faster to finish, but a higher chance the result is noise.
90%	Recommended default for most tests.
95–99%	Most conservative. Requires the most data and the longest test.

4. Review

Verify the summary — selected ad groups, creatives, testing method, duration, precision, and confidence level — then click Start CPP A/B Tests.

After you start the test, the system clones the ad group for each variant, activates the first variant, and the test status moves to Running within a few minutes.

Monitor a running test

To open the test list, go to CPP A/B Tests in the left sidebar. The four tabs at the top of the page filter tests by state:

• Live: Tests currently running.
• Completed: Tests that have finished.
• Draft: Tests that haven’t been started yet.
• Archive: Older tests you no longer need in the main view.

Each test card shows its name, status, switch interval, desired precision, and how long it has been running. Click View metrics to expand the variant table.

Variant performance

The variant table compares performance across all variants in the test:

Column	Description
Variant Name	The CPP being tested. Variant A is always the first variant you added.
Confidence Level	How close the variant is to the required sample size, as a percentage from 0 to 100.
Impressions	The number of times Apple showed an ad for this variant.
TTR	Tap-through rate: taps divided by impressions.
Tap → Download CR	Conversion from tap to download.
CPT	Average cost per tap.
Avg CPA (Tap-Through)	Average cost per acquisition based on tap-through downloads.
Spend	Total spend attributed to the variant.
Revenue	Total revenue attributed to the variant.
ROAS	Return on ad spend: revenue divided by spend.

Until each variant has comparable impressions, Apple Ads Manager doesn’t highlight a winner. While the data is still coming in, you’ll see a banner above the table: Winner highlighting is paused — variants don’t have comparable impressions yet.

Detailed metrics

For a deeper view of the test, click View metrics to open the detailed metrics page. It includes cohort retention curves, ARPPU comparison, and a metrics table grouped into two sections:

• Top of funnel · Apple Search Ads: TTR, Download Rate, CPM, CPT, and Avg CPA per variant.
• Bottom of funnel · Monetization: Paid users, Paid CR, Cost per Paid, ARPPU, Revenue, and ROAS per variant.

The Winner column shows which variant leads on each metric. A variant is marked as the overall winner only once it leads on the primary metric and reaches a confidence level of at least 95%.

For metric definitions, see Metrics in Apple Ads Manager.

Stop a test

You can stop a test at any time. The test will be marked as Stopped, the original ad group will be restored, and the cloned ad groups will be paused.

To stop a running test:

1. Go to CPP A/B Tests in the left sidebar.
2. Click Stop A/B test on the test card, or open the test and click Stop Test.
3. Confirm in the Stop A/B Test? dialog.

Test statuses

Every test moves through a fixed set of statuses:

Status	Meaning
Draft	Test created but not started. You can still edit it.
Starting	Setup in progress — the system is cloning ad groups and creating ads.
Running	Test is live. Variants are rotated and metrics are collected.
Completed	Scheduled duration expired or confidence was reached. The original ad group is restored.
Stopped	You stopped the test manually. The original ad group is restored.
Failed	Setup failed or too many consecutive errors occurred. You can restart a failed test.

How it works

Apple Ads Manager uses the Ad Group Switch method:

1. When the test starts, the system clones the source ad group once per variant. Each clone points to a different CPP (one of them can be your default page).
2. Only one clone runs at a time. The system rotates which clone is active on a fixed schedule (hourly, daily, or weekly).
3. The original ad group is paused while the test runs. It is restored to its previous state when the test ends.
4. Apple Ads Manager collects per-variant impressions, taps, and downloads, and tracks how close each variant is to a statistically meaningful sample.
5. The test ends automatically once each variant has enough data, or when the scheduled duration is reached.

What to expect while a test runs

A few things are worth knowing about how a running test behaves on the dashboard:

• Variants don’t switch on a fixed clock: The switch interval is a baseline, but Apple Ads Manager adjusts timing so each variant collects a fair share of impressions. A variant may stay active longer than one slot if it’s behind on impressions.
• The End Time can move forward: If a variant is short on data as the scheduled end approaches, the test is extended automatically to keep collecting taps. The new End Time appears on the test card.
• When the test ends, the original ad group is restored: All cloned ad groups are paused and the source ad group returns to its pre-test status. Results stay available on the Completed tab.