BetterSleep by Ipnos is a global sleep and wellness app that helps millions of users improve their sleep through guided meditations, sound mixes, sleep stories and personalized sleep solutions.
As Apple Ads became one of BetterSleep’s strongest and most stable paid user acquisition channels, the team needed a scalable way to manage campaigns, accelerate creative testing and optimize performance more efficiently.
Apple Ads played a critical role in BetterSleep’s acquisition strategy due to its ability to capture high-intent users actively searching for sleep and meditation solutions. Compared to other paid channels, Apple Ads consistently delivered high-quality installs with strong retention and subscription conversion rates.
However, as campaign scale increased, the team started to look for a solution that would allow them to:
Creative testing presented an additional challenge. The BetterSleep team used to rely on fragmented l testing workflows with no automation. Isolating the impact of specific creative variations was difficult, and validating results often took significant time.
BetterSleep adopted SplitMetrics Acquire to centralize campaign management, automate optimization processes and improve creative testing workflows across Apple Ads campaigns.
On a daily basis, the team uses the platform to:
For custom product pages, the Better Sleep team started to use the CPP Scheduler feature to plan how and when they were rolled out across selected ad groups. However, testing was still fragmented and not fully isolated, so when CPP Experiments became available in SplitMetrics Acquire, the team decided to adopt it.
CPP Experiments enabled BetterSleep to run structured A/B tests with statistically significant performance insights. As a result, the feature helped validate creative hypotheses faster and scale winning variations with more confidence.
The team tested both dayparting and parallel experimentation methods. Ultimately, they preferred parallel experiments because they allowed multiple variations of custom product pages to run under identical conditions at the same time.
Success was primarily measured through improvements in download rate, while downstream metrics such as trial start rate, cost per trial subscription, cost per subscription and ROAS were also closely monitored.
The usage of CPP Experiments in SplitMetrics Acquire led to measurable improvements in custom product pages performance:
These results show that users coming from Apple Ads found a more relevant App Store experience thanks to optimized custom product pages.
CPP Experiments helped us move from intuition-based decisions to fully data-driven creative optimization.
BetterSleep also made its day-to-day workflows more efficient through automation and quicker testing cycles. SplitMetrics Acquire reduced manual optimization work, improved visibility into campaign performance and enabled quicker scaling of high-performing creative concepts.
The team also highlighted the collaborative nature of the partnership with SplitMetrics:
Our collaboration with the SplitMetrics team has been very smooth and supportive. They are proactive, responsive and provide valuable insights and recommendations. Their expertise helped us onboard quickly and fully leverage the platform’s capabilities.
By using CPP Experiments, BetterSleep was able to identify the highest-performing creative variation and validate its impact with reliable data. The structured experimentation process helped the team move beyond assumptions and make faster, data-driven decisions.
Iris, the AI Agent for Apple Ads optimization is now available in SplitMetrics Acquire.
