How Long Does a Product Page Optimization Test Run?

A test can include up to three treatments with alternate app icons, screenshots and app previews, compared with your original page. The test reference name can be up to 64 characters.

• iOS and iPadOS apps on iOS or iPadOS 15 or later, with Ready for Distribution status.
• Not available for custom product pages, Apple Watch or iMessage product pages.
• Alternate icons used in a treatment must be part of the app binary for the current App Store version, built with Xcode 13 or later with alternate icon support, and sized 1024 x 1024. Screenshot and preview treatment metadata can be submitted without a new app version.

Test results appear in App Analytics after there are five first-time downloads associated with the test. Apple documents only the 90-day cap, so how long you need depends on how fast the test collects downloads.

A hypothetical app with a treatment that changes the first screenshot starts a test on day 1. At day 90 the test ends by itself. If you stop it on day 40 to decide earlier, you cannot resume it later; you would create a new test. Plan a single clear change per treatment so the result is readable.

Tests change the default page; for audience-specific pages use custom product pages, which allow up to 70. Learn about the events limits if you also promote an event, and compare all numbers in the metadata limits reference. If you run tests per language, see the localization guide.