SplitMetrics offers three things: SplitMetrics Optimize for app store A/B testing, SplitMetrics Acquire for Apple Ads management, and managed growth services. The right alternative depends on which one you are replacing. For testing, Apple product page optimization and Google Play store listing experiments are free and native. For Apple Ads, you can run campaigns directly in Apple Ads or with an agency. For managed ASO, compare agencies such as ASOWin, Phiture and Gummicube.
SplitMetrics alternatives by job
| Job | SplitMetrics option | Alternatives | Choose the alternative when |
|---|---|---|---|
| App store A/B testing | SplitMetrics Optimize | Apple product page optimization and Google Play store listing experiments (free, native) | You have enough traffic and someone to design tests |
| Apple Ads management | SplitMetrics Acquire (formerly SearchAdsHQ) | Apple Ads' own interface, or an agency that runs Apple Ads | You run a manageable number of campaigns, or want a team to run them |
| Managed ASO and growth | SplitMetrics growth services | ASO agencies such as ASOWin, Phiture or Gummicube | You want people with category proof to do the work |
| Keyword and competitor data | Not the core offer | ASO data tools such as AppTweak, App Radar or Sensor Tower | You need keyword volumes and rank tracking |
Verdict: Replace the job, not the brand: native tools for testing, an agency for capacity, and a data tool for research cover most teams.
What SplitMetrics offers
SplitMetrics is an app growth company with three main offers. SplitMetrics Optimize is an A/B testing platform for App Store and Google Play product pages. SplitMetrics Acquire, formerly SearchAdsHQ, is a platform for managing and automating Apple Ads campaigns. SplitMetrics also sells growth services, where its team runs ASO and Apple Ads work for clients, and it publishes Apple Ads benchmarks.
So “SplitMetrics alternative” can mean three different things. Before comparing options, decide whether you need a testing tool, an Apple Ads tool, a team to do the work, or a mix.
Alternative 1: native store testing
Apple's product page optimization lets you test up to three treatments of your icon, screenshots and preview videos against the original, using real App Store traffic. Google Play's store listing experiments test up to three variants of graphics and text against your current listing. Both are free and built into App Store Connect and Play Console.
Native tests use real store traffic and real installs, which makes results easier to trust. Their limits are fewer variants and slower results for apps with little traffic. Our guides to product page optimization, store listing experiments and statistical significance explain how to run them well.
Alternative 2: running Apple Ads yourself
Apple Ads campaigns can be run directly in Apple's own interface. That covers campaign structure, keyword bidding, search match, custom product pages as ad variations, and reporting. Teams with a dedicated paid acquisition owner often start here before adding a management platform.
A management platform adds automation rules, bulk changes and reporting across many apps or countries. If you run a handful of campaigns, the native interface plus a good campaign structure and bidding approach may be enough.
Alternative 3: an ASO and Apple Ads agency
If what you really want is a team that does the work, compare agencies rather than tools. ASOWin runs ASO, creative A/B testing, localization and Apple Search Ads, with published results such as Pepperfry's rating rising from about 3.9 to 4.4+ and Viker Games reaching #1 Top Free Games in Australia. Phiture, a Berlin mobile growth consultancy, offers ASO with performance marketing and CRM. Gummicube combines its DATACUBE data platform with managed ASO.
Agencies usually use a mix of native testing, data tools and sometimes platforms like SplitMetrics, so ask which tools are included in the fee. Our top ASO agencies list compares more options.
Alternative 4: ASO data tools
ASO tools such as AppTweak, App Radar and Sensor Tower are mainly data platforms for keyword volumes, rankings and competitor tracking. They do not replace an A/B testing platform, but many teams pair one with native store tests.
Our ASO tools comparison explains which tool fits which team.
How to choose
Choose native testing if you have enough traffic and someone to design tests. Choose a testing platform if you need more variants, pre-launch testing or a structured testing program across many apps. Choose to run Apple Ads natively if you have a small number of campaigns and an owner. Choose an agency if you lack the people, not the software.
Many teams combine options: native tests for the default page, an agency for strategy and creative, and Apple Ads run with the same keyword research as organic ASO. Our guide to ASO and paid acquisition shows how they connect.
What to check before switching
Export your test history, creative files and Apple Ads reports before you change provider. Note which keywords and creatives won, so you do not retest them. Check contract terms and notice periods.
If you move Apple Ads management, plan the switch at a quiet point in your campaign calendar and keep campaign IDs and naming consistent so reporting stays comparable.
Common mistakes
The most common mistake is replacing a testing tool when the real gap is test ideas and creative production. Another is ending tests early or calling winners without enough traffic, which no tool can fix.
Teams also treat paid and organic separately, so Apple Ads search term data never informs organic keyword choices.
A worked example: a finance app moving to native testing plus an agency
A finance app uses a testing platform but runs only two tests a year because no one has time to design creatives. It switches to native product page optimization and store listing experiments and hires an agency to plan and design a monthly test.
Test volume rises to one a month, the team keeps a shared log of what won, and Apple Ads search term data feeds the organic keyword plan.
How to do it, step by step
- Name the job you need doneTesting tool, Apple Ads tool, managed service or a mix.
- Check your traffic and teamNative tools need enough traffic and someone to design tests.
- Export history before switchingSave test results, creatives and Apple Ads reports.
- Shortlist options per jobCompare native tools, platforms and agencies separately.
- Plan the switchMove at a quiet time and keep reporting comparable.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
We need a SplitMetrics alternative.
We need someone to design and run one store test a month for our finance app.
Why it works: Naming the job points to the right option.
Ten variants on a low-traffic app.
Two strong variants in a native test with enough traffic.
Why it works: Fewer variants reach a clear result.
Paid team works alone.
Search term winners shared with the ASO keyword plan.
Why it works: Paid data improves organic choices.
Action plan
- Define the job to be done
- Check traffic before choosing a tool
- Export history
- Compare options per job
- Combine native tools with expertise
- Share paid and organic data
Metrics to monitor
- Tests shipped per quarter
- Conversion lift from winning tests
- Apple Ads cost per acquisition
- Organic keywords informed by paid data
- Time to switch without reporting gaps
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
What does SplitMetrics do?
It offers SplitMetrics Optimize for app store A/B testing, SplitMetrics Acquire for Apple Ads management, and growth services run by its team.
What is a free alternative to SplitMetrics Optimize?
Apple's product page optimization and Google Play's store listing experiments are free, native A/B testing tools.
What was SearchAdsHQ?
SearchAdsHQ is the former name of SplitMetrics Acquire, its Apple Ads management platform.
Do I need a platform to run Apple Ads?
No. You can run Apple Ads directly in Apple's interface. Platforms add automation and reporting at scale.
Can an agency replace SplitMetrics?
An agency can replace SplitMetrics' services and often uses native tools or platforms for testing and Apple Ads.
Is native A/B testing reliable?
Yes, when tests have enough traffic and run long enough. It uses real store visitors and installs.
Keep reading
Go deeper on this topic
More in Strategy and Operations
Browse all 21 Strategy and Operations guides
Work with ASOWin
Primary sources
Platform capabilities and limits can change. Verify current requirements in these official resources:
