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What is the Parallel method in CPP A/B Testing

The Parallel method keeps multiple custom product pages live simultaneously within the same timeframe, so you can compare them under the same market conditions.

If you want to create and run a Parallel test, you can check out these articles:

How the Parallel method works

In a Parallel test:

  • Multiple custom product page variants with one ad group or multiple ad groups with a single custom product page run at the same time.
  • Variants are compared within the same timeframe, so they experience the same market conditions.
  • The system runs the test with minimal manual effort by handling the setup and monitoring workflow.

Parallel testing is designed to help you compare variants faster, because all variants run simultaneously.

Parallel offers two distinct paths:

  • One ad group, multiple custom product pages

You pick one ad group and choose up to four custom product pages (the default product page can be one of them). The original ad group is paused, and all duplicate ads run side‑by‑side for the full test window. Because every active, duplicated ad shares the same keywords, bids, and audiences, the only variable you’re measuring is the custom product page performance.

To learn more about this method, check out the single ad group Parallel test for CPP A/B Testing. 

  • Multiple ad groups, one custom product page

You select up to four existing ad groups and then pick one custom product page (selecting the default is not possible in this case). The system attaches the selected custom product page to each ad group. Every ad group, with the same custom product page, runs concurrently, so you can spot which ad‑group setup (keywords, bids, audiences) delivers the best results for that page.

To learn more about this method, check out the multiple ad group Parallel test for CPP A/B Testing. 

When to use the Parallel method

The Parallel method is recommended when you want to:

  • Minimize the impact of seasonality by running all variants under the same conditions.
  • Compare multiple custom product pages faster by keeping them live at the same time.

What can affect the Parallel test traffic?

In Parallel tests, Apple Ads’ system distributes traffic among variants. Because traffic distribution cannot be directly controlled, Apple Ads may favor one variant and allocate most of the traffic to it. This can bias the test outcome. To address this issue, CPP A/B Testing provides the Stabilize Traffic option. 

Also, to ensure an unbiased testing environment, automated strategies such as Smart Bidding and automations are paused for the duration of a Parallel test.

How “Stabilize Traffic” helps

When Stabilize Traffic is enabled, the system continuously monitors traffic allocation. If one variant starts receiving a disproportionately high share of traffic, it is temporarily paused. This setting can be enabled to protect the fairness of your test. If your priority is to keep all variants live at all times, you may want to disable this option when running a Parallel test.

To learn the detailed rules the system applies, learn how traffic stabilization works in CPP A/B Testing.

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Need more help?

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