SplitMetrics is worth it if you need to test app store creatives before launch, or faster than Apple's and Google's free native tests allow, and you have the ad budget to send traffic to its test pages.
Optimize, its store-testing product, is sold on custom quotes only, so it suits studios and mid-size publishers more than solo developers.
If your app already gets steady store traffic, start with Apple's product page optimization and Google Play store listing experiments, which cost nothing.
This review is based on SplitMetrics' public product and pricing pages as of November 2026. We have not used the tool ourselves.
Where it helps, we point to real app experiments from our database.
What SplitMetrics does: Optimize, Acquire and Agency
SplitMetrics sells several products under one brand, per its homepage.
Most people searching "SplitMetrics" mean Optimize, but the company now makes much of its pitch around Apple Ads.
Optimize: store listing tests outside the store
SplitMetrics Optimize builds mockup pages that look like App Store and Google Play listings.
You test icons, screenshots, videos and other page elements on those mockups, not on your live listing.
Because the tests run in what SplitMetrics calls an isolated sandbox, competitors don't see them and your live listing isn't touched.
That also makes pre-launch tests possible: game concepts, messaging, creative sets and even pricing ideas before an app ships.
The pricing page lists support for 15+ languages and around 50 behavioral metrics, such as engagement rate, installs and bounce rate.
The product page also reports CPI and reach.
The catch is traffic. A mockup page has no visitors of its own, so you pay to send people there, usually through ad campaigns.
The cost of a test is the license plus that ad spend.
Acquire: Apple Ads management
Acquire manages Apple Ads (formerly Apple Search Ads) campaigns, with automation rules, keyword tools and an AI layer SplitMetrics calls Samba AI.
An add-on AI agent, Iris, runs campaign audits and budget suggestions.
SplitMetrics says Acquire manages $2B in ad spend a year (vendor-reported).
Agency: Growth Services
The Growth Services team runs the work for you: fully managed Apple Ads (including custom product page design and testing), fully managed ASO with A/B testing, ads on 15+ user acquisition channels and creative production. Pricing isn't published.
SplitMetrics also owns App Radar, an ASO keyword and review tool.
We cover it with other options in our ASO tools roundup.
SplitMetrics pricing
Only part of SplitMetrics' pricing is public. Here is what the vendor's pages show, as of November 2026.
| Product | Plan | Price | What you get |
|---|---|---|---|
| Optimize | Custom plan | Quote only (pricing) | App Store and Google Play mockup tests; traffic is an extra cost |
| Acquire | Starter | Free (pricing) | Up to $25,000 monthly ad spend, 20,000 keywords, 8 active automations, 1 team member, 12 months of data |
| Acquire | Enterprise | Quote only | Unlimited ad spend, custom limits, dedicated customer success team |
| Acquire add-on | App Intelligence | $500/month | Competitor spend and growth insights |
| Acquire add-on | AI Agent Iris | Quote only | Campaign audits, insights, budget optimization |
| App Radar | Essentials to Scale | €69 to €299/month (pricing) | ASO keyword tracking, competitors, review replies; 7-day trial |
| Growth Services | Managed | Quote only | Managed Apple Ads, ASO, multichannel ads, creatives |
The free Acquire Starter plan is the real entry point for small teams running Apple Ads.
For Optimize, there is no free tier or listed trial, so you have to talk to sales before you can see a number.
Budget for both parts of an Optimize test.
If you need a few hundred visitors per variant and buy them through ads, the media bill can rival the license on small tests.
Test results SplitMetrics has published
SplitMetrics' product page claims Optimize can "improve conversion rates up to 75%" and cites a "63% lift of average conversion rate," based on "30K+ experiments."
These are vendor-reported marketing figures. The page doesn't say how the average is calculated or how many tests failed.
Treat any vendor's average lift with care. Tools that publish results tend to publish winners, and an "up to" figure tells you the best case, not the typical one.
SplitMetrics also publishes case studies on its own site; we don't reproduce them here.
There is a bigger limit, and it applies to every store listing test.
A mockup test measures what happens before the install: taps, engagement, install intent.
It can't see whether those users start a trial, pay or stay.
Our database shows how often the top-of-funnel number and the money number disagree.
BuyBye raised its yearly price 50% and saw 19% fewer conversions but 25% more proceeds per user (vendor-reported by Superwall).
Zumba's web checkout button cut immediate conversions 25% while lifting LTV 17%.
It cuts the other way too. BoldVoice's hard paywall with no close button brought more trial starts, but refunds rose by more than the gain.
And a wellness app that tested a 14-day trial got slightly more trial starts but fewer paid conversions.
So a store creative that wins on installs is a hypothesis about revenue, not proof of it.
Once those users land, the paywall usually decides what they're worth.
Mojo saw +14% new subscription revenue just by hiding credit packs and showing only subscriptions, and Stardust got +131% paywall conversion by adding a 7-day trial to the yearly plan.
For store-side experiments with real numbers, browse our store listing tests and our pages on screenshot and app icon tests.
SplitMetrics alternatives: PPO, Google Play experiments, Storemaven and others
The main competitor to SplitMetrics Optimize is free: the native testing built into the stores.
Apple product page optimization (PPO)
Product page optimization runs in App Store Connect.
You can test up to three treatments against your original page, one test at a time, for up to 90 days.
Tests use real App Store traffic and cost nothing.
The trade-offs: you need enough traffic to reach a result, tests can't run before launch, and tests cover the icon, screenshots and preview videos.
Our PPO guide covers setup, and custom product pages let you match pages to ad campaigns.
Google Play store listing experiments
Store listing experiments in Play Console test up to two variants against your current listing, including description text.
Like PPO, they're free and use real store traffic.
Storemaven
Storemaven was SplitMetrics' best-known rival for store creative testing.
Zynga acquired it in September 2022, and in November 2026 storemaven.com no longer showed the product.
Confirm it's still sold before you put it on a shortlist.
Geeklab
Geeklab targets game studios with concept validation, store tests and user acquisition help.
Its Grower plan costs €800/month with a three-month minimum, as of November 2026, and managed plans start at €1,500/month. It's not built for non-game subscription apps.
| Option | Traffic | Pre-launch tests | Price | Not for |
|---|---|---|---|---|
| SplitMetrics Optimize | Paid, sent to mockups | Yes | Quote only, plus ad spend | Small apps with no test budget |
| Apple PPO | Real App Store traffic | No | Free | Low-traffic or unreleased apps |
| Google Play experiments | Real Play traffic | No | Free | iOS-only apps |
| Geeklab | Paid, sent to test pages | Yes | From €800/month | Non-game apps |
| Storemaven | - | - | Unclear since the Zynga acquisition | Anyone needing a supported product today |
For the full field, including in-app and paywall testing tools, see our app A/B testing tools roundup.
For keyword research before you test, see the AppTweak review.
Who SplitMetrics is for, and who it isn't for
A good fit: game studios and publishers testing concepts before launch, teams that want test results hidden from competitors, and apps whose store traffic is too low for PPO to finish in a reasonable time.
Not a good fit: solo developers and early apps without a test budget, teams that want public prices, and anyone who mainly needs to know which creative brings in paying subscribers.
A mockup test stops at the install, so check winners against real store tests and your app store conversion rate after rollout.
A sensible path for most subscription apps: run free native tests first, use SplitMetrics only where they can't help, and judge every store win by what happens on the paywall afterward.