The Next UA Levers Are Already Here

🧠 Insight Block — Apple’s Quiet Conversion Lever

Custom Product Pages (CPPs) on iOS are still massively underused.

Instead of sending all traffic to one App Store page, CPPs let you create tailored variations — with creative, copy, and screenshots aligned to specific campaigns, audiences, or geos.

Why it matters:

• Aligns ad hooks directly with the landing page.

• Lets you continue UA testing (value props, CTAs) post-click.

• Studies report up to 2.5x higher conversion in Shopping apps when CPPs are implemented well.

Most budgets obsess over ads but leak efficiency on the store page. CPPs are a lever that compound every dollar you already spend.

👉 What’s stopping you from testing CPPs? Lack of time, design, or clarity on ROI? Reply and I’ll share what’s worked for others.

🛰️ Field Notes — Sora 2 and the Creative Clock

OpenAI just dropped Sora 2, a cinematic-level text-to-video model.

This isn’t just about prettier visuals. For UA teams, Sora 2 collapses time-to-creative.

A 15-second cinematic ad concept that used to take weeks can now be prototyped in hours. Agencies charging $10K+ for motion graphics will feel this shift.

The benchmark is moving: the studios who integrate Sora (and its peers) into their creative pipelines first will set the new cost and speed standards for UA.

The signal is clear: video production is no longer the bottleneck. Workflow integration is.

🧰 Vibe Tool — AI Pipelines Over AI Tools

Most marketers test AI tools in isolation. That’s a mistake.

What matters is the pipeline — treating AI like a film crew with clear roles.

A proven starter stack:

1. Claude → generates ad hooks, scripts, narratives.

2. Nano Banana (Gemini) → spins out consistent visuals and keyframes.

3. Veo 3 (Google) → animates those visuals into cinematic motion.

With this setup, a solo UA lead can build a TikTok-style ad concept in hours, not days.

And when paired with CPPs, these pipelines don’t just speed up production — they make ads convert better by aligning hooks with tailored App Store pages.

2024 was the year of prompts.

2025 is the year of pipelines.

🎯 Permissionless Play — Calm (Meditation App)

Calm spends millions on Meta.

But without CPPs aligned to their biggest ad angles (sleep, stress relief, focus), they’re leaving conversion on the table.

Imagine: a sleep-focused ad hook → landing on a CPP showing only Calm’s sleep content. That alignment could 2–3x conversion at scale.

Layer in AI-generated creatives (animated “stress release” visuals, morning-routine sequences), and Calm could compound performance outside the Meta loop.

If Calm doesn’t do it, someone else will.

🧃 Personal Sidebar — Breaking Plateaus

In CrossFit, more reps at the same weight won’t move the needle.

You need new movement patterns to break a plateau.

UA works the same way.

CPPs and AI pipelines aren’t side projects — they’re the new movement patterns.

Ignore them, and you’re just adding more reps to the same old weight.

The next UA unlocks aren’t coming from Meta or Google.

They’re coming from underused levers (CPPs) and new workflows (AI pipelines).

The teams that move early compound faster.

The rest stay stuck in 2018 habits.

👉 What’s sparking your curiosity this week? Hit reply — I’d love to hear.

—Daniel