SplitMetrics

What is SplitMetrics?

SplitMetrics is the most-cited App Store A/B testing platform for screenshot experimentation. It was the original third-party tool for pre-launch screenshot testing, predating Apple's native Product Page Optimization by several years.

The product line has expanded since: SplitMetrics Optimize (pre-launch A/B testing of simulated App Store pages), SplitMetrics Acquire (Apple Search Ads campaign management), and SplitMetrics Agency (full-service ASO consulting for enterprise teams).

How does SplitMetrics testing work?

For screenshot A/B testing specifically, SplitMetrics builds high-fidelity simulations of an App Store product page with the screenshot variant being tested. The simulated page runs as a landing page served to paid traffic (commonly Facebook or Google Ads). The platform measures the install-intent conversion rate (the proportion of simulated-page visitors who tap the simulated Get button).

The trade-off: SplitMetrics measures intent, not real installs. The advantage: it works pre-launch, before there's enough organic traffic to run a meaningful PPO experiment on Apple's infrastructure. Most mature teams use SplitMetrics for exploration and PPO for final confirmation.

What are SplitMetrics's most-cited case studies?

SplitMetrics's case studies are the source for many widely-cited App Store conversion statistics. ZiMAD localized App Store screenshots for Japan and reported a 36 percent conversion rate uplift in a SplitMetrics-published case study. textPlus's screenshot redesign produced trial-tier conversion lifts that became reference benchmarks for the first-three-frames optimization pattern.