iOS 15: Custom Product Pages & Product Page Optimization

In December 2021, iOS 15 integrated 2 new functions that may help you to optimize the conversion of your page on the App Store.
Custom Product Pages
You can have up to 35 Custom Product Pages per application published on the App Store. These variations allow for:
– Highlighting specific functions with the related descriptions.
– Showcasing the seasonality of your app or the relevant cultural content (Promotions, etc.)
– Having a URL for a store page. Once you have created a Custom Product Page, you can use your unique URL to share it. These pages can be linked to specific acquisition campaigns on Apple Search Ads and will be accessible via a unique URL.
Every Custom Product Page allows for including and personalizing:
– Screen shots
– App overviews (video vignette)
– Promotional texts
Only available on all versions of iOS 15 and iPadOS 15 and above
Apple Search Ads campaigns: You can use personalized product pages to create variant ads using Apple Search Ads campaigns. This allows for:
– Pushing a store page linked to specific key words
– Pushing a store page linked to a specific audience: demo, city targeting, new users/existing user.
Technical implementation
– Screen shots and product texts
– Creation of pages in App Store Connect + app submission => when you create a Custom Product Page in App Store Connect, you can choose to start with a copy of your product page by default or with a blank page. You can then personalize the screen shots, promotional text, and app overviews for all your page variations. All the metadata you supply must be validated. You can also use the App Store Connect API to automate the download and submission of metadata for your Custom Product Pages.
– If a user comes to your app outside of the paid or search, he/she will see the normal store page.
Product Page Optimization
Up to 3 alternative products + 1 original Store Front
– AB Test the functions/colors/events for a specific % of users or countries, to analyze the impact on the conversions on downloading.
– A/B tests only on organic users
– Results in App Store Connect => When you create a test in App Store Connect, you supply a reference name and select the percentage of people who will see a page version, as well as the locations in which the test will be carried out. You will obtain an estimate of the time needed for your test in order to procure reliable results on the impact that these changes have on your conversion rate. Make sure that the time required is less than 90 days.
Every Product Page Optimization allows for including and personalizing:
– Icons
– Screen shots
– App overviews (video vignette)
This new feature is only available:
– On all versions of iOS 15 and iPadOS 15 and above
Technical implementation
– Select the number of versions: One test can include up to three iterations with alternative app icons, screen shots and app overviews.
– Choose the traffic proportion: % of people selected at random to whom the treatments will be shown.
– Select the location: Each treatment can be localized in all the languages managed by your app, or just in those of your choice. Keep in mind that your test may take longer to procure significant results, depending on the locations you have selected.
– Estimate the test duration: choose the desired conversion rate improvement and ensure that the estimated rate is less than 90 days. A test lasts up to 90 days, unless you decide to stop it or launch a new version of the app.
NEWS
Article in relation

Understand the SKAdNetwork data to maintain the performance level of your UA campaigns
Since May 2021 (iOS 14.5), Apple has implemented the ATT, which limits the feedback of data for advertising campaigns. Apple’s aim is to promote the protection of user data. The problem for the mobile industry: acquisition campaign data is no longer fed back as minutely and no longer allows for the reading performances in the same way within tracking tools. As a reminder, if the user opts in on the consent pop-up, then we can recover the IDFA and use deterministic attribution as a basis. The SKAdNetwork is the allocation solution offered by Apple. It serves as a back-up when the data is not received in the event users don’t opt in. Up to 80% less IDFA on IOS According to Appsflyer, 40 to 50% of people give their consent via the pop-up. This does not mean that the IDFA is fed back, because the user must also have agreed on the distribution platforms (such as Facebook, TikTok, Snapchat, etc.). In the end, we find ourselves with only 20 to 30% of the IDFA fed back, which is critical for the results to be read correctly. As the iOS paid campaign data is now limited, there is a real challenge, […]
Publié le 25 January 2023- Apple Search Ads
- Acquisition

Our tips for reaching engaged users on TikTok
According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok. Creative tips – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc. – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad – Always add music suited to the ad and opt for short creatives (13-16 seconds) – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical The platform – Manage features offered by the platform, such as the Automated Creative Optimization tool (which allows for automating ad optimization on the platform), city targeting or Spark […]
Publié le 14 September 2022- TikTok
- Acquisition

Dating apps: What are the User Acquisition constraints?
Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical. Choosing a strategy Before launching your campaigns, you need to think about the overall strategy for your app and your objectives: – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender. – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different. – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments. – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets of profitability. Choosing distribution sources The inventory of acquisition sources […]
Publié le 7 September 2022