Introduction to CPP A/B Testing

CPP A/B Testing is a feature in MobileAction’s Apple Ads Campaign Management Platform that enables you to run experiments across multiple Apple Ads custom product page variants and ad groups with minimal manual effort and statistically reliable results. It automates setup and monitoring to reduce the time and errors associated with manual testing.

This page links to articles that explain how CPP A/B Testing works, how to choose a test setup, how test duration is calculated, and how to monitor results.

Get started

• About CPP A/B Testing
  Learn what CPP A/B Testing is and what the system automates from setup to monitoring.
• What are the requirements and limits for CPP A/B Testing
  Check what you can test and the key constraints that can affect setup.

Choose a test setup

• Test setup options in CPP A/B Testing
  Understand the available test methods in CPP A/B Testing.
  • What is the Parallel method in CPP A/B Testing
    Learn how Parallel tests run and when to use them.
    • How traffic stabilization works in CPP A/B Testing
      Understand what “Stabilize Traffic” does in Parallel tests and what it is designed to prevent.
  • What is the Switch method in CPP A/B Testing
    Learn how Switch tests run and when to use them.
    • Ad Switch vs Ad Group Switch in CPP A/B Testing Compare the two Switch implementations and see how they differ.

Create and run tests

• Test creation in CPP A/B Testing
  Set up and launch CPP A/B Testing experiments.
  • Create a multiple ad group Parallel test for CPP A/B Testing
    Set up a test to compare up to four ad groups for one product page.
  • Create a single ad group Parallel test for CPP A/B Testing
    Set up a Parallel test to compare up to four product pages for one ad group.
  • Create an Ad Group Switch test for CPP A/B Testing
    Set up a Switch test that duplicates ad groups and rotates which one is active.
  • Create an Ad Switch test for CPP A/B Testing
    Set up a Switch test that rotates ads inside a single ad group.

Test duration and switching logic

• Test duration and switching logic in CPP A/B Testing
  Understand how CPP A/B Testing determines how long a test runs and how switching behavior is configured.
  • Statistical background of CPP A/B Testing
  • Learn what “desired precision” means and how it relates to margin of error and reliability.
  • How is test duration calculated in CPP A/B Testing
    See how the system converts the conversion rate, confidence level, desired precision, and taps into an estimated duration.
  • How are switch periods chosen in CPP A/B Testing
    Learn how minimum traffic thresholds and fluctuation checks determine hourly, daily, or weekly switching.

Monitor and interpret results

• How do you monitor and interpret tests in CPP A/B Testing

Learn what you can see in the CPP A/B Testing dashboard and how to navigate the table, chart, and logs.

Keep tests healthy and fix issues

• Test health and issue management in CPP A/B Testing
  Keep your CPP A/B Testing experiments stable and statistically valid.

Frequently asked questions

• Frequently asked questions about CPP A/B Testing
  Quick answers to common questions about CPP A/B Testing.