AppLovin End Cards: How to Build Ones That Convert

An AppLovin end card is the full-screen page that appears right after the video in an AppLovin ad. AppLovin's current documentation calls it the Interactive, or AppLovin Interactive Page (AIP), and describes it as a landing page inside the ad. It is not a small add-on: AppLovin says Interactives can contribute over 50% of the clicks of a creative set. If your videos are good and your click-through rate is still weak, the end card is often where the clicks are being lost.

This guide covers how the end card fits into the ad, the two ways to build one, the design rules AppLovin publishes, five angles worth testing, and a simple weekly testing routine. For file sizes and dimensions only, see our AppLovin creative specs guide; this post is about making end cards that convert.

What an AppLovin end card is

An AppLovin ad for a website advertiser is built from three parts that play in order. AppLovin's ad experience page lists them as a 9:16 portrait video, then the Interactive, then a dynamic catalog that shows products or offers chosen for each viewer. The Interactive is the end card. Older AppLovin ecommerce help pages and most media buyers still use the words "end card", and newer support docs use "Interactive" or "AIP"; they mean the same screen.

The screen does three jobs. It repeats the video's message for people who watched to the end, it gives the viewer a still moment to read an offer or a claim, and it holds the call to action that sends people to your landing page. AppLovin's ecommerce help describes the click path simply: tapping the end card CTA, or the CTA overlaid on the video, opens your landing URL in the viewer's default mobile browser.

Where it appears matters for how you design it. AppLovin says its spend is split nearly evenly between interstitial placements, shown at natural pauses in a game, and rewarded placements, which people choose to watch in exchange for an in-game reward. AppLovin's ad experience page says interstitial viewers can skip after five seconds, while rewarded videos play through, up to 60 seconds. An older AppLovin ecommerce help page says the end card itself is skippable after 3 to 10 seconds. In practice that means your end card has a few seconds to land one message.

Why the end card carries so much weight

Most brands spend their creative budget on video and treat the end card as an afterthought, often a product shot with a logo. That is a mistake on AppLovin for three reasons.

1. It drives a large share of clicks. AppLovin's guide to high-performing Interactives says they can contribute over 50% of the clicks of a creative set.
2. End card CTR tends to track ROAS. AppLovin's ecommerce help page on creative sets recommends testing several end cards because strong ROAS is often correlated with a high end card CTR.
3. The viewer is captive for a moment. The ad is full screen and the end card sits between the video and the catalog, so a clear message there is seen by people who already watched your product for several seconds.

The practical point: a new end card is cheap to make compared with a new video, and it can change the click rate of every video it is paired with. If you only have budget for one creative change this week, a new end card is often the faster test. Our AppLovin creative best practices post covers the video side.

Image end card or HTML: which to use

AppLovin's ad specs page lists two ways to supply the Interactive. You can upload a portrait image in the Images tab of the Media library, or create an HTML Interactive with Creative Studio in the HTMLs tab. Common Thread Collective's June 20, 2026 write-up of AppLovin's ecommerce update notes that advertisers can now turn uploaded .png, .jpg or .gif files into end cards inside Ads Manager, with a call to action added automatically.

On the last row: AppLovin's engineering blog of March 4, 2026 says it built a multi-agent pipeline that generates Interactives for website advertisers, that a few hundred advertisers had opted in and that thousands of AI-generated Interactives had launched. Treat those as a starting point. Review every generated card for claims and brand fit before it runs, the same way you would a freelancer's draft.

Our default for most ecommerce brands: start with portrait images built from your best-performing static ads, add one GIF version of the strongest card, and move to HTML only once you know which message wins. Images are the quickest way to learn, and AppLovin's own Interactive guide suggests starting from the high-quality statics you already have.

How to design an end card that converts

AppLovin's guide frames the Interactive as a landing page inside the ad. That is a useful brief: one product, one promise, one action. These are the rules we build to, starting with AppLovin's published ones.

1. No CTA button in the artwork. AppLovin overlays an animated CTA using the copy and colors in your Brand Settings, and its guide says never to upload images with built-in CTA buttons. A second button looks broken and splits the tap.
2. Keep the bottom 100px clear. AppLovin warns that the CTA overlay can cover text and key images in that zone. Keep prices, claims and the product itself above it.
3. Design for portrait at full resolution. The minimum is 270x480, but AppLovin's creative quick start recommends at least 1080x1920. A soft or stretched card reads as low trust.
4. One message, readable in two seconds. A short headline of five to eight words, one supporting line and the product. If someone needs to read a paragraph, the card will lose to the skip button.
5. Match the video. Use the same product, colors and offer as the video it follows. A card that changes the subject breaks the story the video just told.
6. Use motion with a purpose. AppLovin suggests subtle GIF animation to draw attention to the CTA area. A slow pulse or a product turning is enough; constant motion competes with the message.
7. Match the landing page. Whatever the card promises, the landing page has to show in the first screen. If the card says 20% off the starter kit, link to the starter kit with the discount visible.

If you sell in a regulated category, the same claim rules apply to the end card as to the video. Our AppLovin ads for beauty brands post covers how AppLovin's health and wellness policy and FDA cosmetic rules shape what a card can say.

Five end card angles worth testing

AppLovin's Interactive guide lists five content approaches that perform well. Each one is a different reason to tap, so they make a clean first test.

1. Core benefit and unique selling point. The single outcome your product delivers, in the customer's words, next to the product. Good default for a first card.
2. Social proof. A star rating with review count, a short customer quote or a "loved by" line. Use only real reviews you can point to.
3. Offer with scarcity. A real discount, bundle or gift with a real end date. This is the natural card for Black Friday and Cyber Monday traffic.
4. Before and after. A clear visual change. Check AppLovin's policy for your category first, since health and beauty claims have limits.
5. Comparison. Your product against the usual alternative on two or three points such as price per use, ingredients or durability. Keep it factual.

A sixth idea from the same guide is to show variants, such as shades, sizes or colors, which helps when the video only showed one. Besque's AppLovin case study also mentions testing CTAs that ranged from promotional offers to product-led prompts, which is a good reminder to test the message and not only the picture.

How to test end cards

AppLovin groups creatives into creative sets and tests the combinations for you. Its creative quick start says each set must include at least one video and one Interactive and can hold up to 10 of each, and that the system identifies the winning combinations. So the job is to give it good options and read the results, not to hand-pick pairings.

1. Start with three to five cards per creative set, each using a different angle from the list above, all built for the same product as the videos in that set.
2. Change one thing per new card. Same layout with a new headline, or same headline with a new image. That way a winner tells you something you can reuse.
3. Add new cards every week. Besque's AppLovin case says the team launched 2 to 3 end cards each week alongside 3 to 5 new videos. That pace is realistic for most brands with one designer.
4. Read clicks first, then purchases. End card CTR shows which message earns attention; purchase metrics at the creative set level show whether it earns orders. Give a new card enough spend to judge, and do not pause cards manually after one bad day.
5. Reuse winners. AppLovin's guide recommends reusing winning Interactives across multiple creative sets. A winning offer card often works with several videos for the same product.
6. Retire tired cards on a schedule. When a card's share of clicks drops week over week, replace it with a new version of the same angle before trying a new angle.

Volume also matters at the account level. Common Thread Collective's June 2026 summary of AppLovin's ecommerce update reports that, in AppLovin's controlled experiments across meal delivery, supplements and beauty, campaigns using all available creatives beat manually curated top performers by 7 to 23 percent. More end cards give the system more combinations to find buyers with. For how to judge results beyond platform-reported ROAS, see our guide to AppLovin attribution and incrementality.

Common end card mistakes

Two more we see often: cards that show a different product from the video, and cards with three offers at once. Both make the viewer think, and the skip button is always closer than your landing page. If you want a team to build and test end cards with your videos every week, that is part of what our AppLovin agency service covers.

FAQ

What is an end card in AppLovin ads?

It is the full-screen page shown right after the video in an AppLovin ad, before the dynamic catalog. AppLovin's current docs call it the Interactive or AppLovin Interactive Page (AIP). It repeats your message and holds the call to action that opens your landing page.

What file types can I use for an AppLovin end card?

For an image end card AppLovin accepts GIF, JPEG and PNG up to 10 MB, at least 270x480 pixels, with GIFs up to 60 seconds. AppLovin recommends at least 1080x1920. You can also build an HTML Interactive in Creative Studio.

Should I add a CTA button to my end card image?

No. AppLovin overlays its own animated CTA using the copy and colors in your Brand Settings. A button inside the image creates a duplicate, and the overlay can cover anything in the bottom 100px.

How many end cards should I test on AppLovin?

Start with three to five per creative set, each with a different angle, then add new ones weekly. A creative set can hold up to 10 Interactives. One public AppLovin case shows a brand launching 2 to 3 new end cards a week.

Do end cards really affect AppLovin performance?

AppLovin says Interactives can contribute over 50% of a creative set's clicks, and its ecommerce help notes that strong ROAS is often correlated with a high end card CTR. That makes the end card one of the cheapest levers to test.