ℹ️ Note: Optional Advanced Feature
Automated Publishing is an optional advanced feature. Check with your PressPlay administrator to confirm availability for your organization. Not all PressPlay accounts have this feature enabled.
Automated Publishing is PressPlay's powerful feature that eliminates manual work by automatically deploying successful experiments to your live app store presence. Instead of waiting for results and then manually updating your store listings, Automated Publishing identifies winning variations and pushes them to production—ensuring your app always showcases its best-performing content.
When you enable Automated Publishing for an experiment, PressPlay monitors its performance continuously. Once the system detects a statistically significant winner that meets your configured thresholds, it automatically:
Validates Results - Confirms statistical significance and minimum sample size requirements
Prepares Assets - Packages winning creative and copy for deployment
Deploys to Production - Updates your live Custom Store Listing with winning content
Notifies Your Team - Sends alerts about the automated deployment
Archives the Experiment - Moves completed test to historical records
Traditional testing workflows require manual review, approval, and deployment of winning variations—a process that can take days or weeks. Automated Publishing deploys winners within hours of statistical significance, ensuring your app benefits from improved performance immediately.
Marketing teams no longer need to monitor dozens of experiments, manually extract winning assets, and deploy them through App Store Connect or Google Play Console. Automated Publishing handles the entire deployment pipeline, freeing your team to focus on strategy rather than execution.
Human teams may miss winning experiments, delay deployments, or inconsistently apply learnings across locales. Automated Publishing ensures every significant winner is deployed promptly and consistently, maximizing the cumulative impact of your testing program.
By automatically deploying winners and archiving completed tests, Automated Publishing creates a continuous optimization loop. Your app store presence is always improving, with new experiments launching as soon as previous ones complete.
Enable or disable Automated Publishing for individual experiments during the approval phase. Consider enabling it for:
Low-Risk Tests - Icon variations, screenshot order changes, minor copy tweaks
Established Markets - Well-understood locales with predictable user behavior
Incremental Improvements - Tests focused on optimization rather than radical changes
Set organization-wide defaults for Automated Publishing:
Statistical Thresholds - Minimum confidence level and sample size for auto-deployment
Performance Criteria - Required improvement percentage over control
Review Windows - Optional delay period before deployment for manual oversight
Notification Preferences - Who receives alerts about automated deployments
Configure sophisticated rules for automated deployment:
Time-Based Rules - Deploy only during specific hours or days to avoid peak traffic periods
Approval Requirements - Require manual approval for certain experiment types or locales
Performance Gates - Set minimum improvement thresholds for automatic deployment
Rollback Triggers - Automatically revert if deployed content underperforms
Automated Publishing includes multiple layers of statistical validation to prevent premature or incorrect deployments:
Significance Testing - Confirms results are statistically meaningful, not random chance
Sample Size Requirements - Ensures sufficient data before making deployment decisions
Performance Consistency - Monitors for sustained improvement over time
Anomaly Detection - Flags unusual patterns that might indicate data issues
Retain full control even with automation enabled:
Pause Deployments - Temporarily disable automated publishing across all experiments
Review Queue - Inspect pending deployments before they execute
Rollback Capability - Instantly revert automated deployments if needed
Deployment Logs - Complete audit trail of all automated actions
Begin by enabling Automated Publishing for low-risk experiments in familiar markets. As you build confidence in the system and establish appropriate thresholds, gradually expand automation to more experiments and higher-stakes tests.
Even with automation enabled, closely monitor the first few automated deployments to ensure they align with your expectations. Review notification emails, check deployment logs, and verify that winning content appears correctly in your live store listings.
Configure statistical and performance thresholds that match your organization's risk tolerance. More conservative thresholds (higher confidence levels, larger sample sizes, greater improvement requirements) reduce the risk of false positives but may slow optimization velocity.
Use the optional review window feature to add a brief delay before automated deployments. This provides an opportunity for manual review of pending deployments without sacrificing the speed benefits of automation.
Clearly document which types of experiments use Automated Publishing and why. This ensures consistency across your team and helps new team members understand your automation strategy.
Automated Publishing seamlessly integrates with your existing app store management workflow:
App Store Connect / Google Play Console - Deployments appear as standard updates in your console
Version Control - Winning assets are archived and versioned for future reference
Analytics Platforms - Deployment events are logged for correlation with business metrics
Notification Systems - Integrates with Slack, email, and other communication tools
Track the business impact of Automated Publishing through key metrics:
Time to Deployment - Compare manual vs. automated deployment timelines
Optimization Velocity - Measure number of improvements deployed per month
Team Efficiency - Quantify hours saved by automation
Cumulative Performance Gains - Track aggregate improvement from all automated deployments
Automated Publishing represents the future of app store optimization—continuous, data-driven improvement without manual bottlenecks. By carefully configuring automation rules and maintaining appropriate oversight, you can accelerate your optimization program while ensuring quality and control. The result is an app store presence that continuously evolves toward peak performance, automatically capturing every improvement opportunity your testing program identifies.
