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ASA CPP vs PPO
QUESTION
"Given that traffic to my app isn’t super high, how can we identify strong CPP winners quickly enough to gather meaningful data within a reasonable timeframe?"
ANSWER
This is a common misunderstanding.
ASA CPP traffic comes from your ad budget, not your organic traffic. You only need a certain amount of budget to validate or invalidate one CPP. It should not be confused with PPO, which is the organic test and needs organic traffic as you mentioned.
I know Apple naming can be a little rough, so here’s a quick recap:
PPO → A/B tests to test your main App Listing. This needs organic traffic to gather data, the more traffic you have, the faster you can test new images. Note that you can only test screenshots and icons, so other ASO elements like title and subtitle can’t be A/B tested.
CPP → Variants of your main App Listing that can be used in a few places.
ASA CPP → You can use a particular CPP for any of your ad campaigns.
Other CPP Uses → You can create a special App Store link to share anywhere you’d like. This link will display that CPP instead of your main listing and also supports deeplink features to deliver a richer experience for users, for instance, navigating directly to a particular view inside your app. You can also use this link for other ad platforms like Meta Ads.
Recommended Setup for Agencies
For lower traffic apps, ASA CPP testing is usually the fastest way to validate messaging and creative concepts because traffic is controlled by ad spend, not by organic visibility. PPO becomes more valuable later once your app has enough organic traffic to reach significance faster.
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