In addition to the app's default product page, Apple made it possible to create and customize alternative ad variations of App Store product pages with different elements: screenshots, previews, and texts. New ad variations are made based on custom product pages you've set up in App Store Connect.

In SplitMetrics Acquire, you can test different custom ads to adjust them to various audiences, interests, seasons, etc., and attract diverse customer groups. You can also combine keywords of specific themes into ad groups and create ad variations for these theme groups to highlight different functionalities, content, or offers than those shown on their default page.

Since Apple no longer supports Creative Sets, we replaced the Creative Sets dashboard with a new Ads dashboard. You can now observe performance data for all ad variations of your App Store custom product pages, including your default ad, custom ads, and previously created creative sets. You can see such key metrics as impressions, taps, average cost-per-tap, downloads, and more for each group in one place.

Note: You can't run creative sets on the App Store. You can view historical data for them, but their status will appear unsupported until you remove them from your account.

Each ad variation should match an ad group. For ad variations, you can add up to 35 custom product pages to App Store Connect.

Once approved, these custom product pages sync with Apple Ads and SplitMetrics Acquire, allowing you to create new ad variations.

On our platform, you can see the name and preview of the custom product page added to your ad variation on the Ads dashboard. Additionally, you can check the date when this ad was created in the Date created column.

To explore any of the assets in more detail, you can click the CPP preview of your choice.

Note. When a default product page is selected, the preview assets will be shown in the app's primary language.

❗ While you can create multiple ad variations in each ad group, only one ad variation can be enabled at a time per ad group, with the remaining variations being paused.

Note. Apple automatically creates the default product page in all ad groups for users with iOS earlier than 15.2. Its status is always enabled, although it gets traffic only for users with iOS earlier than 15.2 or when there is no other active ad variation. The name "Default Ad" can't be changed.

Creating ad variations using custom product pages is not obligatory since custom ads will only appear on iOS 15.2 or later devices. Your default ad will appear on devices using earlier iOS versions.

Note. Full-funnel analytics for ad variations (both custom and default product pages) covering install and post-install data is available for the following MMP integrations: AppsFlyer, Adjust, Kochava, and Singular.

Ad variations using Custom Product Pages can add up a lot to attracting new users and converting them — which is the main goal of any managed mobile app.

However, once your ad variations are ready and published, you may wonder: Are they bringing downloads? How do users behave after landing on your CPP? SplitMetrics Acquire can help you answer these questions and use this data for even better user acquisition and boosting your revenue.

Our platform offers the opportunity to monitor not only Apple Ads statistics but also revenue, CPG/CPA, ROAS, and other post-install metrics for your ad variations, that is, get comprehensive insights on your custom product page performance.

So, you can take full advantage of this exciting feature to expand your campaigns and improve your marketing efforts!

Comparison of data is probably the most common and easy-to-understand method for data analysis. Besides analyzing the whole set of available ad variations on the main dashboard, you can now compare two or more ad variations separately and cross-check how they correlate with each other. To do this:

Here it is! Drill down into results and quickly grasp the important points.