CPP A/B tests

Author: eandreeva-twr

src/assets/shared/img/cpp-ab-tests-create.webp

@@ -9,16 +9,6 @@ CPP A/B Tests let you compare custom product pages (CPPs) against each other ins
 
 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.
 
-## 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.
-
 ## Prerequisites
 
 Before you create a CPP A/B test, make sure:
@@ -31,19 +21,15 @@ Before you create a CPP A/B test, make sure:
 
 To create a test, in the left sidebar, go to **CPP A/B Tests** and click **Create A/B Tests**.
 
-:::note
-cpp-ab-tests-list.webp
-:::
+<ZoomImage id="cpp-ab-tests-create.webp" width="900px" alt="CPP A/B Tests page with the Create A/B Tests button" />
 
 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.
 
-:::note
-cpp-ab-tests-step-ad-group.webp
-:::
+<ZoomImage id="cpp-ab-tests-step-ad-group.webp" width="700px" alt="Create CPP A/B Test wizard: Ad Group(s) step" />
 
 ### 2. Ad Creative(s)
 
@@ -52,21 +38,17 @@ Pick the CPPs you want to compare. You can include the **Default Product Page**
 - **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.
 
-:::note
-cpp-ab-tests-step-creatives.webp
-:::
+<ZoomImage id="cpp-ab-tests-step-creatives.gif" width="700px" alt="Create CPP A/B Test wizard: Ad Creative(s) step" />
 
 ### 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.
 
-:::note
-cpp-ab-tests-step-method.webp
-:::
+<ZoomImage id="cpp-ab-tests-step-method.webp" width="700px" alt="Create CPP A/B Test wizard: Testing Method step with switch preset, precision, and confidence dropdowns" />
 
 #### Switch Time Preset
 
-How often the system rotates between variants. The recommended option is marked with **(RECOMMENDED)** based on your ad group's traffic. If you select one that's too high for the traffic level, the system automatically downgrades it.
+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 |
 |--------------|----------------------------------------|---------------|---------------------|
@@ -102,9 +84,7 @@ Verify the summary — selected ad groups, creatives, testing method, duration,
 
 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.
 
-:::note
-cpp-ab-tests-step-review.webp
-:::
+<ZoomImage id="cpp-ab-tests-step-review.webp" width="700px" alt="Create CPP A/B Test wizard: Review step with test summary" />
 
 ## Monitor a running test
 
@@ -117,9 +97,7 @@ To open the test list, go to **CPP A/B Tests** in the left sidebar. The four tab
 
 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.
 
-:::note
-cpp-ab-tests-tabs.webp
-:::
+<ZoomImage id="cpp-ab-tests-tabs.webp" width="900px" alt="CPP A/B Tests list with Live, Completed, Draft, and Archive tabs" />
 
 ### Variant performance
 
@@ -140,9 +118,7 @@ The variant table compares performance across all variants in the test:
 
 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.**
 
-:::note
-cpp-ab-tests-variant-table.webp
-:::
+<ZoomImage id="cpp-ab-tests-variant-table.webp" width="900px" alt="Expanded test row with the variant performance table" />
 
 ### Detailed metrics
 
@@ -155,9 +131,7 @@ The **Winner** column shows which variant leads on each metric. A variant is mar
 
 For metric definitions, see [Metrics in Apple Ads Manager](adapty-ads-manager-metrics).
 
-:::note
-cpp-ab-tests-detailed-metrics.webp
-:::
+<ZoomImage id="cpp-ab-tests-detailed-metrics.webp" width="900px" alt="Detailed metrics page with cohort retention chart, ARPPU comparison, and per-variant metrics" />
 
 ## Stop a test
 
@@ -173,10 +147,6 @@ To stop a running test:
 Stopping a test is final — you can't resume it. The results collected so far remain available on the **Completed** tab.
 :::
 
-:::note
-cpp-ab-tests-stop-confirmation.webp
-:::
-
 ## Test statuses
 
 Every test moves through a fixed set of statuses:
@@ -190,6 +160,16 @@ Every test moves through a fixed set of statuses:
 | **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: