Custom Product Page

A Custom Product Page (CPP) is a feature in App Store Connect that allows app developers to create additional versions of their default App Store product page. Each custom page can highlight different features, content, or promotions to better resonate with specific audiences.

Instead of relying on a single product page for all traffic, CPPs give marketers the ability to tailor messaging and visuals for different keywords, campaigns, or user segments. You can create up to 35 custom pages per app, each with unique screenshots, app preview videos, and promotional text.

Why do Custom Product Pages matter?

CPPs are a powerful tool for both ASO and Apple Ads strategies. They matter because they enable you to:

• Align creatives with intent: Show different visuals for users searching “fitness tracker” vs. “calorie counter.”

• Improve conversion rate (CR): Tailored messaging increases the chance of turning impressions into downloads.

• Test variations: Marketers can test which screenshots, icons, or promotional texts work best.

• Support seasonal campaigns: Highlight holiday offers, product launches, or regional events.

• Enhance paid campaigns: Each CPP can be linked to an ad group in Apple Ads, ensuring a seamless user journey from tap to install.

How do Custom Product Pages work?

CPPs are built and managed in App Store Connect. The workflow typically looks like this:

1. Define audience or offer: Identify which keyword set, campaign, or segment needs a tailored experience.

2. Create the CPP: Upload unique assets like screenshots, icons, or preview videos.

3. Add promotional text: Use up to 110 characters to emphasize special features or offers.

4. Submit for review: Apple reviews each CPP, and approval usually takes ~24 hours. During this time, assets are locked.

5. Link to campaigns: Use the CPP’s custom URL or connect it directly to Search Results Campaigns in Apple Ads.

Best practices for Custom Product Pages

• Match creatives to keywords: Ensure visuals reinforce the intent behind each keyword group.

• Keep consistency: Messaging between ad creative and CPP should feel seamless.

• Test multiple versions: Use A/B testing across CPPs to identify high-performing designs.

• Localize content: Create regional CPPs for different storefronts and languages.

• Protect brand image: Even when testing, maintain consistency with your app’s overall branding.

Example in practice

Imagine a social app like a dating platform. For the keyword “friendship app,” the CPP highlights features around community and shared interests. For “dating app,” the CPP focuses on matchmaking features. Each tailored page improves conversions by speaking directly to user intent.

Key takeaway

Custom Product Pages give app marketers control and flexibility over how their app is presented in the App Store. By tailoring creatives for specific audiences and campaigns, CPPs improve conversion rates, support Apple Ads performance, and enable continuous testing. In a competitive market, CPPs are one of the most effective ways to bridge ASO and paid acquisition strategies.