From beginner to expert: Guide to App Store custom product pages

The App Store has evolved from a catalogue of apps into a sophisticated and competitive marketplace.

To excel, one of the most powerful tools available to mobile app developers today is custom product pages. Because it instantly adds to your discovery, relevance, and personalization, which determine differentiation and, therefore, success.

Custom product pages were first launched in late 2021 and have been refined through updates in subsequent years, most notably with the updates introduced at WWDC 2024 and WWDC 2025. What makes them even more relevant today is their expanded role beyond Apple Ads campaigns.

This comprehensive guide is prepared to give you everything about custom product pages:

• When, where, and how to use custom product pages & their main benefits
• How to achieve optimal results and techniques for improving your custom product page performance
• Hands-on expert tips
• Step-by-step guides and action items
• Best practices for custom product pages and real use cases
• Insights from MobileAction’s  intelligence suite and campaign management platform

It’s powered by MobileAction’s ASO Intelligence for App Store Optimization (ASO) and SearchAds.com by MobileAction for Apple Ads campaign management, which offers the most extensive custom product page optimization suite on the market, its intelligence, and experienced mobile app growth experts.

If you are responsible for a mobile app’s growth, dive in to learn all you need to maximize custom product pages for your mobile app marketing campaigns.

What is a default product page?

A default product page is the primary and standard version of your app’s listing on the App Store. It’s the page every user sees when they search for your app by name or discover it organically, unless you’ve directed them to a specific custom product page.

This page shows your app’s title, subtitle, developer name, app icon, description, ratings, reviews, and category information. It also includes your main set of creative assets, such as screenshots, app previews, and promotional text. It’s also the landing page used by default in Apple Ads campaigns.

What are custom product pages?

Custom product pages are essentially the customized variants of an app’s default product page on the App Store. You can create up to 70 custom product pages per app through App Store Connect in addition to your default product page.

Each custom product page can have its own unique combination of screenshots, app previews, promotional text and a deep link tailored to a specific audience, campaign, or message.

Your custom product pages can appear in editorially curated stories and collections on the Today tab, Games tab, and Apps tab on the App Store.

They can also be used to create ad variations based on custom product pages for search results ads in Apple Ads.

It’s possible to share your custom product pages with different audiences while promoting your app across various channels. Through unique URLs, your custom product pages can be linked to external websites, social media ads, push notifications, or any other preferred web channel. They can also be embedded in apps if you run user acquisition campaigns through various ad networks.

By adding deep links, you can direct users to a specific part of your app immediately after an install happens, while creating custom product pages.

What are the differences between default product page and custom product page optimization?

It’s crucial to understand how custom product pages differ from default product pages:

Why should you use custom product pages?

Apple introduced custom product pages to address a key challenge: the diversity of user motivations. Your app can have multiple features or be active in multiple countries. A single default product page cannot speak equally to different audiences. And that’s where custom product pages come in. There are various reasons why you should create custom product pages to make your app stand out:

1. Improved conversion rates and a better chance to drive app installs

Directing users to custom product pages relevant to the paid ads they’re interacting with or the organic keywords they’re searching for will boost your conversion rates.

Our data indicates that custom product pages are one of the most effective ways of improving the performance of Apple Ads campaigns for our customers.

First, campaigns with custom product pages drive more user engagement.

Our internal data shows search results campaigns with ad variations using custom product pages perform 13.4% better in tap-through rates (TTR) for the advertisers overall in Apple Ads, than those using default App Store product pages. When used outside the App Store, the same results can also apply to your click-through rates (CTRs).

More importantly, users will be more likely to download your app due to a better user experience and consistent messaging and creatives, which will eventually improve your conversion rates.

According to MobileAction’s 2025 Apple Ads Benchmark report, the conversion rate for custom product pages increased to 55.8% in 2024 from 42.1% in 2023, indicating a notable improvement in the feature’s utilization among app marketers.

2. Lowering the cost of paid advertising campaigns

Better ad interactions and higher conversion rates will also lower your cost-per-install (CPI) and cost-per-acquisition (CPA). 

Our customers often report that they acquire more users with the same budget or achieve the same number of users with lower budgets when running ad variations using custom product pages in Apple Ads.

It’s also worth noting that increased relevancy and creating a better first impression on the users will have an indirect effect on LTV and user retention. Depending on your goals’ that will definitely make a significant positive difference in your ROAS.

3. Creating seamless user journeys and personalization

By creating custom product pages, you ensure that your app is presented as relevant as possible to the audience segment you have in mind.

You can align each available asset to you with your users’ intent, competitors, seasonal events, ad creatives and copies, and search behavior.

When your App Store listing aligns with your organic keywords, Apple Ads campaigns, or ad campaigns outside the App Store, you will enhance the user experience and engagement, as these users will see consistent messaging and a seamless flow from ad impression to install. With deep links, you can extend that consistency even to in-app onboarding.

In this example, we see Flo, a health & fitness app, targeting a specific segment of its user base through its ads on the App Store.

Flo’s default App Store product page showcases its main features, including period tracking, pregnancy tracking, ovulation tracking, and sleep monitoring.

Here, Flo used custom product pages to directly target the segment of middle-aged women in the perimenopause phase. The chosen keywords also show their target, highlighting phrases like “menopause,” “perimenopause,” and “menopause health tracker,” which showcases the app to them in the most relevant way possible.

4. Detailed insights and analytics

The measurement capabilities of custom product pages have been further enhanced by the recently rolled-out App Store Connect metrics. App Store Connect was not the first place user acquisition teams were looking when it came to revenue or funnel insights. Now, user acquisition and ASO teams can view performance breakdowns for each custom product page based on:

• App Store metrics (impressions, page views, conversion rate, and pre-orders),
• Download metrics (first-time downloads, redownloads, and total downloads),
• Sales metrics (in-app purchases, paying users, sales, and proceeds),
• Usage metrics (installations, sessions, active devices, and deletions).

With this update, using custom product pages has become crucial, and the level of measurable metrics and insights provided has made this one of the most significant advantages of using custom product pages. This is especially huge for indie developers or smaller teams that may not use MMPs or lack the bandwidth to implement detailed custom events.

So, you have more granular data on the acquisition layer, which can all be leveraged through custom product pages. Whether your custom product pages are used in Apple Ads campaigns, with organic App Store keywords, or even in external channels, you can track each custom product page with its own performance metrics.

You can measure tap-through rates, conversion rates, installs, and revenue at the individual page level, without the results being diluted by the performance of your default product page.

By comparing the performance of custom product pages aimed at different audience segments, such as seasonal shoppers, users in specific countries, or users searching for certain features, you can validate assumptions about user intent and refine your audience targeting strategies based on creatives and messaging that resonate most with your target audience.

This update transforms custom product pages from a conversion optimization tool into a long-term revenue optimization lever, and App Store Connect now provides these insights without requiring additional setup.

5. Ability to create micro funnels

With more metrics available, you can leverage custom product pages as a way to create mini funnels, test different scenarios, and measure their performance.

• Measuring the weight of organic App Store performance and your Apple Ads: Target the exact keywords with organic ASO and paid campaigns using identical custom product pages. That way, you’ll be able to track which channel drives the most installs and gain insight into your overall organic and paid visibility for critical keywords on the App Store.Note that this has limitations because custom product pages can be linked only to your ‘keywords’ field in your metadata, and you can’t add any negative keywords there as of now.
  
• Cross-channel performance: You can use custom product pages beyond the App Store to compare the install performance of the App Store as a channel (both organic and paid) with external channels, helping optimize your marketing mix. Under the Metrics tab in App Store Connect, filter your metrics by ‘Product Page’ and add an additional filter for your source types. This will allow you to divide your organic and Apple Ads based on performance from other promotion channels.

You can track App Store-specific performance by adding a ‘Source Type’ filter under the Metrics tab and selecting ‘App Store Search’.

• Platform-specific analysis: By creating unique URLs for different channels (e.g., TikTok, Meta, X, and other ad networks) while using identical custom product pages, you can compare impressions, app installs, user engagement, and quality across platforms to identify where your audience is most active and relevant.

          You can track platform-specific performance by adding a ‘Source Type’ filter under the Metrics tab, and selecting ‘App Referrer’ and ‘Web Referrer’.

• Feature and audience-based segmentation: You can group your custom product pages by theme (or feature) to track how you attract your users, what they’re coming to your app for, and each segment’s conversions and long-term engagement.
  
• Customized user journeys: With deep links, you can extend your user’s acquisition journey all the way down to your most important lower funnel events. Knowing that the user comes from a specific custom product page (from SKAN or AdServices Framework postbacks), you can direct users to customized onboarding flows, paywalls, or functions within the app.

How to strategically implement custom product pages into your app promotions

Have a solid foundation

Before creating your custom product pages, consider why you are creating them. You should be able to answer the following questions and support your answers with data on the state of your app category and country, competitors, campaigns in external channels, organic performance (including referrals and word-of-mouth), Apple Ads performance, and ASO performance on the App Store.

• What is my main goal?
  • Acquiring new users in a newly launched market?
  • Reactivating churned users?
  • Activating a new user acquisition channel?
  • Increasing the LTV of an existing channel?
• Which problems does my app solve? What are my users’ pain points?
• What am I promoting?
  • An app feature?
  • A value proposition?
  • A promotion to run during a seasonal event?
• What is the main message that I’m trying to convey?
• Who are the people I’d like to present my creatives to?

By doing that exercise, you’ll improve your chances of developing more effective creatives. But execution is almost equally important.

Position custom product pages to the core

The recently rolled-out App Store Connect metrics present numerous opportunities for app marketing professionals. Under the Metrics tab, you can view detailed insights and analytics for all your custom product pages, regardless of where you use them, as mentioned earlier.

The updated Metrics tab almost eliminates the need for a mobile measurement partner for indie developers and SMBs. By enabling deep links and tracking these metrics, you can go even further and track your performance all the way down to your generic lower funnel metrics, such as trials, feature adoption rate, and LTV, or more custom ones, like first-time deposits, subscriptions, and more. Of course, using a mobile measurement solution is even better.

That’s a giant leap forward because custom product pages are no longer just a top-of-funnel acquisition lever.

We prepared a framework for developers as an example to showcase the flexibility that custom product pages offer and how we would position them within an app’s user acquisition strategy.

As you can see, we’ve used custom product pages across multiple channels and for multiple use cases. Organic downloads from the App Store, paid downloads through Apple Ads, external paid channels like Meta or TikTok, influencer campaigns, and even offline channels like billboards or OOH, where you might share a QR code. The important thing is that you can measure and compare how each of these scenarios performs with the same metrics through custom product pages.

Adding deep links to each, or at least to the ones where you’d like to measure your lower-funnel metrics, also gives you further options. Note that, in this example, we’ve only used 28 custom product pages, so we still have 7 more custom product pages to use in our promotions.

Segment users before creating custom product pages

Audience segmentation is crucial in building a custom product pages strategy, as the one-size-fits-all mentality simply would not work.

You can segment your audience in multiple ways:

• Through your app’s use cases/features (e.g. meditation, sleep sounds, bedtime stories, gratitude)
• Through geography (e.g., the US, the UK, Germany, Japan)
• Through campaign type and user intent (e.g., competitor campaigns, campaigns targeting generic keywords, discovery campaigns)
• Through the user’s lifecycle stage (e.g., first-time downloads for new users vs. redownloads for churned users)

Each segment will respond to different creatives and messaging; therefore, you should strategize each custom product page so that members of each audience feel like it was designed specifically for them.

Map your keywords for each segment

Once your segments are clear, your next step should be keyword mapping.

With MobileAction’s ASO tools, you can analyze search behavior and user reviews to gain a deeper understanding of audience preferences.

Identifying keyword trends through ASO data reveals what users are actively searching for and provides insights that can be applied to custom product pages. Studying which apps rank highest and the creatives they use also hints at what resonates most with users.

For example, a meditation app might discover that searches for “sleep sounds” or “stress relief” are more popular than “mindfulness.”

User reviews offer direct feedback on what users love to see or what they think is missing. MobileAction utilizes machine learning to surface these themes across your app or those of your competitors, enabling you to adjust your messaging accordingly.

If users complain about your competitor missing shows on their streaming app, you can highlight that content in your custom product pages to attract them.

Pro tip: Previously, metadata keywords in the organic were often overlooked compared to the title and subtitles. Now that your “keywords” field has become the foundation for visual storytelling and audience targeting, it requires more strategic selection and testing. Treat your metadata keywords in ASO as you would broad match in Apple Ads. Meanwhile, ensure users land on your default product page by including generic keywords that best describe your app in your title and subtitle.

Once you identify the keywords you target and categorize them by user intent, you’re ready for your next step, which is…

Match creatives with user intent

Different audiences respond to different creatives. A user searching for “free calorie counter” is looking for a simple solution, whereas someone searching for “personalized meal plan app” expects more premium features and customization.

In order for custom product pages to work, you have to have a clear understanding of your ICPs. If that’s not the case, you should start by researching your user personas, and to an extent, mapping your keywords can help you with that. With that being said, you should go deeper and be able to put yourself in the shoes of your target audience.

Your creatives should align with the search intent you’re targeting; otherwise, the journey between keyword and product page can feel disconnected. The keywords usually give you a hint on how your potential users will behave or what they’re expecting from the product that they’re looking for.

For instance, for “free calorie counter” searches, showcase simple calorie tracking features and emphasize “free” value both with your captions and visuals. Promoting paid features, such as a meal planner, may not align with this audience’s intent.

Ensure that all visual elements, including in-app screenshots, human elements, stock images, and your copy, stay within the specific semantic context.

Localize for every market, go beyond translation

To truly resonate in global markets and deliver your message to your audience in the most straightforward way, you need to go beyond translation and adapt your entire custom product page to the local culture.

Some regions are more price-sensitive, while others respond better to quality or trust cues. What feels engaging in the US might not land the same way in Japan, Brazil, or Sweden. Your custom product pages should reflect specific market priorities and local preferences in the visuals, screenshots, and messaging, as well as in the symbols or humor used.

Ignoring cultural nuances and user preferences can lead to a drop in your conversion rates, as viewers may find the ad creatives too generic. Therefore, avoid reusing identical screenshots and text across markets, particularly if your brand recognition is still limited.

Obviously, the search behavior is not universal. Directly translating your keywords often misses how people actually search in that language. Ensuring that your organic and paid keywords align with local search habits and the local lingo is also crucial for overall visibility.

Pro tip: Localized custom product pages don’t count separately toward your 70-page limit. One custom product page in English and three localized variants of it still count as just one. That gives you a lot of freedom to scale localization without cutting into your total page count.

Hotels.com’s Default product page in English and custom product page in Finland (Source: MobileAction’s CPP Intelligence)

Analyze and target competitors

Checking what your competitors or category-leading apps are up to gives you insights into what you might be missing out on, or helps you recognize an opportunity before it’s too late.

For example, if you notice a competitor suddenly shifting their screenshots to highlight a new feature, that may be a cue to re-evaluate your own creative, your paid keyword focus, and maybe even your roadmap.

Regularly review how your rivals are using custom product pages, what keywords they’re bidding with them in Apple Ads, which features they’re highlighting, and how their creatives are evolving over time. And, use these insights to refine your own positioning. If a competitor highlights a stronger value proposition, cleaner visuals, or more compelling offers, it can undermine your performance, even when your own custom product page is well-optimized.

Doing competitor research manually can be time-consuming. That’s why MobileAction built its CPP Intelligence product. With CPP Intelligence, you can:

• Track all default and custom product pages by keyword, app, category, and ad network breakdowns
• See how your competitors and top apps in your category leverage seasonal trends
• Get strategic insights through impression shares, localized sets from different markets, keywords, and standout features

Competitor research is a great resource that feeds your brand protection strategy. However, you should also be doing it to create custom product pages that target your competitors’ users, even just to let the people who download your competitor’s product know that you’re better.

Opera’s Default product page and custom product pages targeting “Microsoft Edge” and “Mozilla Firefox” (Source: MobileAction’s CPP Intelligence)

Note that the latest updates also allow you to add competitor brand keywords to your organic keyword field to assign dedicated custom product pages for them. You were already able to compete with your competitors in branded searches through Apple Ads. Now, you can also capture attention from users actively searching for alternatives in your category organically. It’s a smart way to compete without having to outspend them on ads and increase your organic relevancy in competitor keywords.

Best practices for designing converting custom product pages

Designing high-performing custom product pages is mostly about creating targeted experiences that align perfectly with user intent, campaign objectives, and growth goals. Now, let’s examine our best practices for optimizing your custom product pages for maximum performance.

1. Applying ASO best practices to screenshots

While we already have a dedicated guide on how to create app screenshots for the App Store, we will briefly mention some important points that you should apply to your screenshots when creating custom product pages.

• Focus on your first screenshot. This is the first thing viewers see (and potentially the only one they see), so ensure that you include your main promotional element or app feature in your first screenshot. It sets the tone for the rest of the page and gives an immediate introduction to your audience about who you are and what they can do with your app. You can also consider using an app preview instead of a creative here.
• Ensure that your branding is consistently applied. Even when testing variations, consistency in colors, tone, and style makes the experience feel cohesive and, more importantly, trustworthy.
• Keep your creatives simple. Don’t use overly complicated visuals.
• Readability is crucial. Work with powerful yet concise copies that deliver your message directly to your viewer. Add them in large enough font sizes so that they can grab attention.
• Use social proof. Do you have any awards or testimonials that you can showcase alongside your messaging? If they’re relevant, you should definitely utilize them.

2. Create ad variations in Apple Ads and run campaigns in multiple placements simultaneously

If you’re creating custom product pages to promote your app in external channels only, you’re missing a big opportunity.

You can create ad variations in Apple Ads and run campaigns in search results simultaneously.

These placements are especially successful together because they reinforce each other. For example, when a user spots your app in a Today tab ad, they may remember it later and search for your brand on the Search tab, which helps to boost both your tap-through rate and organic visibility in search results ads.

Many advertisers report experiencing a “halo effect” when running Apple Ads campaigns across multiple placements: brand search volume increases, organic downloads rise, and tCPAs typically decline, as awareness built in one placement helps reduce acquisition costs in others.

While search results ads typically yield the most direct installs, each placement has its own behavior patterns and adds incremental value in a way you can’t get with a single-placement Apple Ads campaign. And with custom product pages, you can improve your conversion rates of your Search tab and Today tab campaigns, while boosting other metrics overall.

Pro tip: Differentiate your creatives when owning both paid and organic placements for the same keyword on the App Store to avoid repetition. Set them up in a way that enables them to complement each other.

3. Using them as an asset for the campaigns during seasonal events

Many teams treat custom product pages as static assets, keeping the same variations live throughout the year. But user intent isn’t static; it shifts with different seasons.

Shopping and delivery apps experience a peak in usage during the Black Friday and holiday seasons. If you are competing in these categories and your product page doesn’t reflect those moments, you risk missing valuable high-intent traffic.

With custom product pages, you can align your App Store product page with your seasonal campaigns, both within and outside the App Store, and capture demand at the right time.

Always prepare dedicated custom product pages for predictable high-intent periods that are relevant to your app. Then, link them with your Apple Ads campaigns, and promote them with your offering in external channels.

4. Using them as an asset to promote multiple features at the same time or launch a new feature

Your default product page usually highlights your app’s core value proposition, but many apps have multiple powerful features that appeal to different audience segments. Sticking to a default product page means that these features do not get the spotlight they deserve, which may result in missing opportunities to convert users with specific needs.

By creating custom product pages dedicated to your app’s different features, you can attract users from multiple audience segments simultaneously by targeting feature-specific keywords and speaking to people who will care about them the most.

For the same reason, custom product pages are great assets for improving the effectiveness of your go-to-market strategy when launching a new feature.

Uber, primarily known for connecting drivers and riders, is successfully using custom product pages to showcase multiple use cases and launch new features. In different sets, Uber singles out its main use case, which is car riding that competes with taxis, but promotes the same use case in a way that focuses on airport rides.

When Uber also launched its car rental service, which appeals to a different segment, instead of trying to squeeze this offering into its default product page, Uber created a strong custom product page dedicated to its new feature, fitting its branding and applying best practices for custom product pages.

Common custom product page mistakes and how to avoid them

Although custom product pages are a powerful solution for personalization and performance optimization, many app marketers still fall into common pitfalls that reduce their effectiveness. This isn’t because the feature is limited but because of how it’s implemented.

Here, we’ve outlined the most common pitfalls we see and ways to avoid them.

• Thinking of it as an Apple Ads-only feature

A common mistake is to believe that custom product pages are a feature exclusive to Apple Ads. While introduced as an Apple Ads functionality initially to create ad variations using custom product pages for your paid campaigns, developers were creating them through App Store Connect, and they always had the option to utilize unique URLs to integrate them into their multi-channel campaigns and use them across external marketing channels other than the App Store.

As custom product pages can now appear in organic App Store search results, limiting their use to Apple Ads wastes significant potential.

How to avoid it: Think cross-channel. Pair custom product pages with organic keywords in your metadata to improve visibility, create ad variations for your Apple Ads campaigns, and distribute them with unique URLs through any marketing channel that you’re active in. By integrating custom product pages into both organic and paid strategies, you maximize your app’s reach and create a perfect user journey across every touchpoint.

• Not localizing custom product pages when you operate in multiple markets

If you are active in multiple countries, a major mistake would be not localizing your custom product pages or not using them at all.

Reusing the same visuals and copy across all countries overlooks cultural nuances and user preferences. This leads to reduced relevance and lower conversion rates in key geographies.

How to avoid it: Create region-specific custom product pages that resonate with your audience’s culture. Accurately translate screenshot copies, keywords, and promotional texts. Adapt visuals to cultural context. Have special offers that can drive interest in the country you’re targeting.

Read more in detail: The ultimate guide for App Localization – iOS & Google Play Store by MobileAction

• Ignoring the ASO basics and the best practices

Essentially, the rules and what works in general are not changing when you create your custom product pages compared to when you create your default product page. Having your ASO and UA teams working in silos while creating your custom product pages won’t help you in the alignment process either.

How to avoid it: Develop a clear, organic, and paid App Store keyword strategy. Create readable and simple captions for your screenshots that convey your message. Have a to-the-point CTA. Use attention-grabbing visuals and vibrant colors. Apply your branding. Have your UA and ASO teams collaborate on your custom product pages.

Read more in detail: App screenshot sizes and guidelines for the App Store in 2025 by MobileAction

• Focusing only on the user acquisition layer

While we encourage you to use custom product pages to acquire more users, you may fail to benefit from them to the fullest if you measure success only at the UA layer. Tap-through rates, conversion rates, and CPIs are crucial for custom product page performance, but only measuring them won’t give you the whole picture.

How to avoid it: Think full funnel. Explore the Metrics tab in App Store Connect and utilize product page-based breakdowns to thoroughly analyze the performance of each custom product page. Use custom product pages as a tool to experiment with post-install behavior as a tool to experiment with post-install behavior by utilizing deep links. Track your lower-funnel metrics (trials, in-app purchases, retention, LTV) then you can see true ROI, not just TTR and CR together with these business values, through MobileAction’s platform seamlessly.

• Forgetting about tackling the creative fatigue

Creative fatigue is a common factor that diminishes performance over time. Falling into the ‘set-and-forget’ trap is another mistake we examine in the market. Even if you have solid performers among your custom product pages, they can decline over time as they’ll lose their relevancy.

How to avoid it: Establish a consistent iteration rhythm. Refresh your custom product pages regularly and tie updates to seasonal events, product releases, or shifts in keyword performance. Watch for early fatigue signals (declining tap-through rates or conversion rates, or rising cost-per-installs). Use competitive monitoring to identify emerging themes early. Make sure your custom product pages align with your current branding.

• Manual testing and slow learning cycles

In many cases, teams still rely on manual testing and static reporting, which limits the pace of optimization. Waiting weeks to consolidate data or manually comparing results across campaigns slows down decision-making and creates missed opportunities.

How to avoid it: Leverage App Store Connect’s granular custom product page metrics and MobileAction’s CPP A/B Testing tool to streamline your reporting, automate your A/B tests, and iterations. With CPP A/B Testing, you can understand which screenshots, copies, and CTAs work better, get statistically significant results faster, and keep your campaigns agile on Apple Ads, which will improve your performance in the external channels as well.

How to use custom product pages in ASO?

At WWDC 2025, Apple announced a significant update that will have a profound impact on App Store Optimization: custom product pages can now appear in organic search results.

It fundamentally transforms custom product pages from purely paid advertising tools into comprehensive discovery influencer and conversion assets at the top of the funnel, which can also be leveraged for free.

This update provides the flexibility to align your creatives with specific keywords, seasonal trends, or audience segments organically. Right now, they can only be created for keywords that are already present in your metadata and keyword field. By carefully selecting and optimizing your metadata, you open the door to building highly relevant custom product pages that match user queries.

Localization adds another dimension to ASO with custom product pages. The App Store currently supports localization in 21 countries, and each custom product page can have up to three localized versions. Importantly, these localizations still count as one custom product page toward your overall limit of 70, providing significant flexibility to target multiple markets without exhausting your available slots. 

By pairing localized metadata with localized custom product pages, you can create a fully customized organic funnel for each region, increasing relevance, strengthening keyword rankings, and boosting conversion rates. 

To learn more about how to create a custom product page, visit App Store Connect Help Center here.

How to use custom product pages in Apple Ads?

While custom product pages can influence organic visibility and external campaigns, their earliest and proven use case remains within Apple Ads.

Apple Ads allow you to create ad variations using custom product pages, ensuring a seamless journey from ad impression to install. Deep links extend this continuity into the app, dropping users into the right onboarding flow, paywall, or feature the moment they install, which compounds the lift you earned at the store.

Instead of sending every tap to your default product page, you can match each Apple Ads campaign with a custom product page, and increase your relevance, conversion rates, and maximize return on ad spend (ROAS).

In Apple Ads, you can create ad variations using custom product pages for search results ads. Also custom product pages can be used as a tap destination for Today tab ads and Search tab ads. Each ad placement has a unique value proposition and can significantly impact your Apple Ads conversions. Let’s examine how custom product pages elevate your Apple Ads campaigns in each placement:

Custom product pages for search results campaigns

With search results campaigns, your app shows up at the top of App Store search results after a user types in a keyword. Since these users already demonstrate clear intent, this placement is the most direct path to conversions.

“Did you know?” Over 70% of App Store visitors use search to discover apps, and through its intelligent search term matching technology, Apple Ads delivers conversion rates of over 60% on average.
Source1: https://ads.apple.com/app-store/help/ad-placements/0071-search-tab
Source2: https://ads.apple.com/app-store/help/ad-placements/0082-search-results

Creating search results ad variations using custom product pages ensures that the ad creative and the App Store landing experience are perfectly aligned with the search query. This will increase users’ engagement with your ad and create cost efficiency while boosting your tap-through rates and conversion rates.

Promoting your custom product pages in search results ads allows you to test different creative themes, value propositions, or localized assets across keyword groups. The more you go specific and match the user intent based on your keywords, the more your campaigns will drive superior performance.

Things to consider

Search results campaigns are where intent is explicit. This makes alignment between the query, ad creative, and landing experience absolutely critical. To maximize results, keep the following in mind:

• Every search result ad could lead to a custom product page that directly reflects the searched keyword. A mismatch between what the user searches and what they see on the page increases drop-offs.
• Use separate custom product pages to identify which value propositions resonate most with specific audience segments.
• Organize keywords into semantic groups and map each to a relevant custom product page. This ensures your campaigns remain structured and scalable as you expand.
• Remember that once a custom product page is submitted in App Store Connect, assets are locked during review (usually ~24 hours). Plan updates ahead to avoid campaign delays.
• After approval, you can start leveraging your custom product pages in Apple Ads directly from the platform or share them externally using their unique URL.

Ways to strategically implement custom product pages in your search results campaigns in Apple Ads

1. Keyword theme alignment:

Create custom product pages that directly correspond to your ad group keyword themes:

• Generic Keywords: Highlight core app functionality and main value propositions
• Feature-Specific Keywords: Showcase specific functionality relevant to user search intent
• Competitor Keywords: Emphasize differentiated features and competitive advantages
• Long-tail Keywords: Address specific use cases and niche user needs

2. Value proposition testing:

Use custom product pages to create multiple ad variations within single ad groups:

• Test different value propositions for the same keyword set
• Compare feature-focused vs. benefit-focused messaging
• Evaluate seasonal vs. evergreen creative approaches
• Analyze demographic-specific presentations

3. Performance optimization framework:

SKAG (Single Keyword Ad Group) structure:

• Bulk assign specific custom product pages to individual keywords
• Enable precise performance measurement and optimization
• Allow for granular budget allocation and bid management
• Facilitate rapid testing and iteration

Campaign hierarchy example:

Campaign: Fitness App – Core Features

├── Ad Group: “workout app” (Custom Product Page: General Fitness)

├── Ad Group: “yoga app” (Custom Product Page: Yoga-Focused)

├── Ad Group: “strength training” (Custom Product Page: Weightlifting)

└── Ad Group: “running tracker” (Custom Product Page: Cardio/Running)

Custom product pages for Today tab campaigns

Today tab ads appear on the front page of the App Store, the first thing every user sees when opening the app. This is the most premium and visually dominant placement available in Apple Ads. It drives massive visibility and brand awareness. Pairing it with a custom product page is the best way to make sure you’re not wasting high-value impressions on a generic experience.

Today tab ads are built using custom product pages configured in App Store Connect, meaning your ad creative will come directly from the page you choose. To run Today tab ads, your custom product page must contain a minimum of 4 portrait assets or 5 landscape assets.

Before launching a Today tab campaign, your custom product pages must first be approved by the App Store Connect team, followed by a separate approval of the ad creative from the Apple Ads team.

Things to consider

Advertisers must carefully follow creative and formatting standards before launching a Today tab campaign. As they are featured on the App Store’s main page, the requirements for custom product pages and assets are tighter.

Here is the checklist of items to meet the criteria for setting up a custom product page for Today tab campaigns.

• Your app’s name, subtitle, icon, and other creatives must not contain offensive material. Think of Today tab ads as a family-friendly ad placement when preparing your campaign.
• Pricing details, offers, and ranking claims are not allowed in Today tab ads.
• Advertisers are prohibited from using misleading claims such as “app of the day” or including copy that implies endorsement from the App Store’s editorial team.
• Your custom product pages must be localized to the languages of the countries or regions where your campaign will run.
• Promotional graphics, lifestyle imagery, or unrelated visuals are not permitted in your screenshots.

To learn how to set up a Today tab campaign using custom product pages, visit Apple Ads Help Center here.

Custom product pages for Search tab campaigns

With Search tab ads, your app can appear at the top of the Search tab on the App Store, before users search for any keyword. This captures audiences in discovery mode, influencing them early in the funnel.

In contrast to Today tab ads, your custom product pages don’t need an additional review by the Apple Ads team for Search tab campaigns. If you choose to run them with a custom product page, the only approval required is the one you’ll be getting from the App Store Connect team.

Things to consider

In Search tab campaigns, you’re catching people before they express a need, so your custom product page can also include a deep link that directs users to the exact place you want in your app.

Did you know? MobileAction’s Search Ads Intelligence provides impression share and competitor insights for all Apple Ads placements in all countries, including Today tab and Search tab ads.

Ad placements benchmarks in 2025

Apple Ads placements continued to show distinct performance patterns in 2025, with each format offering unique advantages in terms of engagement, conversion, and cost-efficiency.

Benchmarks highlight how advertisers can maximize results by aligning campaign goals with the right placement.

For a deeper dive into placement-level trends and competitive insights, explore our full 2025 Apple Ads Benchmark Report.

How to use custom product pages in external channels?

Once you have created your custom product pages, you can also promote your app in channels outside of the App Store with them to improve ad relevancy, engagement, and conversion rates.

By creating unique URLs, you enable your custom product pages to serve as an asset for promoting your app on the web and social media channels, both organically and through paid advertising. Your unique URLs can be embedded in all sorts of updates, posts, short videos, and more across all digital channels. With the right customization, you can make sure that your audience explores your app’s product page in any preferred channel in the most relevant way.

Leveraging paid advertising is a powerful driver and helps you scale your app massively. Additionally, the channels we can work with now also offer more advanced targeting capabilities. Advertisers can reach the right audiences with minimal effort while still running highly efficient paid search and paid social campaigns. Creating custom product pages specifically for your various channels and different segments can help you enhance the consistency of your campaign and overall ad experience.

Another impactful route is sponsored content. Collaborating with trusted voices in your niche allows you to promote special offers or highlight specific features of your app to a highly engaged and targeted audience. You can embed your custom product pages in QR codes and distribute them through popular YouTube channels or short-form influencer videos to promote your app. Content creators can add your custom product page links to their captions in Reels and TikToks, link in bios, and embed the same links to their Stories. You can also utilize your unique URLs to promote your app through popular email newsletters and drive traffic to your custom product page straight from their inboxes.

By embedding your unique URLs into QR codes, you can also have your potential users land on your custom product pages through OOH advertising, printed media, and in-person events. Offline efforts can be just as impactful; placing QR codes in physical advertisement materials bridges the gap between physical interactions and digital experiences. Similarly, brands with physical stores can convert foot traffic into app installs by promoting their apps in displays or windows.

By utilizing custom product pages across various external channels outside the App Store, you can create better user journeys while maximizing your app’s reach and ensuring your messaging resonates with the right audience wherever they are.

What is the difference between custom product pages & custom store listings?

While Apple’s custom product pages and Google Play’s custom store listings may sound similar, they serve slightly different purposes and operate within different ecosystems. Understanding their distinctions helps you create platform-specific strategies that maximize impact across both app stores.

Both features enable deeper personalization and better user journeys, but they align differently with each platform’s ecosystem. App Store’s custom product pages are tightly integrated into ASO and Apple Ads workflows, whereas Google Play Store’s custom store listings tend to focus on regional targeting and cross-channel acquisition. If you’re marketing across both stores, treat them as complementary levers rather than interchangeable tools.

How to measure the performance of custom product pages?

Creating custom product pages is only half of the job. To fully understand their value, you need to measure how each variant contributes to your overall performance. With the introduction of new metrics in the App Store Connect, you can track product page performances on acquisition, engagement, retention, and revenue layers.

Now, every custom product page can be evaluated on its own performance across the four key dimensions mentioned above.

No matter how you’re using your custom product pages as of now, you have more detailed data on what they generate for you across the funnel.

To analyze the performance of your custom product pages, you can integrate your App Store Connect account to use MobileAction’s CPP Metrics tool to view your organic and paid performance along with your lower-funnel metrics in a single dashboard.

Here, we break down some of the ways to measure the impact of your custom product pages:

Tap-through rate and impressions

Custom product pages allow you to analyze how effectively you attract user attention on the App Store. Tap-through rate (TTR) and impressions reveal whether your visuals and messaging drive more taps compared to competing apps.

Use the Apple Ads dashboard and App Store Connect metrics to compare TTR and impressions with other custom product page variations and your default product page. Higher tap-through rates mean your custom product page creatives are bringing people to the step where users decide whether to download your app or not.

Conversion rate improvements

Evaluate the performance of your custom product pages by tracking your conversion rates, as your main hypothesis should be that custom product pages will drive more downloads to your app through personalized user journeys.

Compare the conversion rates of your custom product pages with your default product page under the same campaign or keyword set. If a custom product page designed for a keyword or campaign shows a higher conversion rate than your default page, it’s a clear signal that your targeting and creatives are resonating. Analyze what’s working and apply those insights to your default product page for further optimization.

If your conversion rate is lower than expected, it indicates that your custom product pages may not be a good fit for your target audience, or that your chosen keywords may not be the most fruitful ones.

Organic keyword rankings on the App Store

Compare your organic keyword rankings before and after you launch them to understand the impact of custom product pages on your overall ASO performance. By getting more downloads organically, you can start to rank higher in the keywords you’re targeting. Not only will this improve your paid keyword performance in Apple Ads, but by bidding on the exact keywords in Apple Ads campaigns, you’ll improve your organic search performance faster.

Cost-per-install and cost-per-acquisition

Higher conversion rates and keyword rankings mean you’re operating much more efficiently. This could lead to significantly lower CPIs (cost-per-install) and CPAs (cost-per-acquisition), resulting in higher ROAS.

Funnel and revenue metrics

The impact of custom product pages doesn’t stop at installs. A variant might bring in fewer installs but deliver users with higher usage metrics, sales, or in-app purchases. 

Measuring post-install quality ensures you’re optimizing for value, not just volume. You can track retention cohorts, subscription conversions, and revenue for users acquired through specific custom product pages. By using deep links, you can also measure user engagement by tracking the performance of the screen they first encounter.

External channel performance or the performance of different segments

Custom product pages aren’t limited to Apple Ads or organic search. Because each custom product page has its own shareable unique URL, you can also use them as landing pages for campaigns across social media, influencer promotions, or ad networks.

This opens up many comparison opportunities for cross-channel measurement:

• The performance of App Store as a channel vs. any UA channel you prefer
• The performance of App Store as a channel vs. the performance of all UA channels
• The performance comparison among different ad networks (Meta vs. AppLovin)
• The performance of organic App Store downloads vs. paid downloads through Apple Ads
• The weight of different features of your app in acquiring users (meditation vs. sleep sounds)
• The performance of different seasonal events (NFL season kick-off vs. NBA season kick-off)
• New downloads vs. redownloads
• The performance of different paywalls, onboarding flows, or welcome screens (if you’re using deep links)

Your performance vs. competitor benchmarks

After viewing your own metrics, you can compare your performance with your competitors and leading apps in your category. By using MobileAction’s CPP Intelligence, you can view any app’s custom product pages, their keywords and impression shares, all the custom product pages published in your category, and the ad networks your competitors chose to distribute their custom product pages.

You can search for any keyword and see which custom product pages appear, or you can analyze by category to catch the category trends or the best practices according to the impression shares of each custom product page.

Continuous A/B testing and iteration

Regularly testing different elements of your custom product pages, such as headlines, visuals, and CTAs, or identifying which ad group performs best for a given custom product page in Apple Ads, can provide valuable insights to determine what resonates most with your target audience.

MobileAction can help you automate A/B testing for your custom product pages. You can choose how to run your experiments: either by rotating ad groups or ads (Switch testing) or by running ad groups or ads simultaneously (Parallel testing) with its CPP A/B Testing tool. You can test different ad group setups to see which audience or country responds best to your custom product page, or compare up to 4 custom product pages in one go to quickly spot the winning variation. And if you want to measure the impact of customization, you can even run a direct comparison test between your default product page and custom versions.

You can quickly use the ones that you validate or apply your learnings with your organic keywords in the App Store and any other channel that you’d like to prefer.

Measurement checklist for custom product pages

Optimizing custom product page performance with MobileAction

Creating a custom product page is only the starting point; the real growth happens when you continuously optimize, outrank competitors, and target the right keywords and the audience at the right time. As an official Apple Ads Partner, MobileAction offers the most advanced suite of tools to help you maximize the custom product pages.

We combine deep App Store intelligence, testing capabilities, and keyword insights so you can transform every custom product page into a high-converting growth asset.

Discover keywords that drive the right traffic

With MobileAction’s ASO Keyword Tools, find high-intent keywords your competitors are missing, uncover untapped organic opportunities, and optimize your custom product pages for both paid Apple Ads and organic search performance.

Stay visually competitive

Our Creative Monitoring feature reveals visual trends across your category. See how leading apps design their icons and screenshots, and adjust your creative assets to stand out in search results and ads.

See what competitors are doing and do it better

CPP Intelligence lets you track how top apps and category leaders use their custom product pages. Analyze default and custom product page performance by apps, keywords, categories, and different ad networks. Identify top-performing custom product pages in different countries. Explore how chart-topping apps use custom product pages in promotions, seasonal events, and highlight their features. 

Benchmark your impression share, keyword coverage, and custom product page performance so you know exactly where to focus your next move.

Test your way to higher conversions

Simplify and automate your CPP A/B Testing. Select your preferred test method, run ad or ad group performance tests, compare multiple custom product pages with each other, and build default product page vs. custom product page tests.

Try different screenshots, promotional text, messaging angles, audiences and regions, then view test results in a single dashboard to find the winning combination that keeps your Apple Ads conversion rates climbing.

Scale globally with localization

Leverage MobileAction’s Localization tools to make sure your custom product pages resonate with users in every region.

Conclusion

Custom product pages have evolved into one of the most powerful levers in the App Store marketer’s toolkit. With the latest updates bringing organic indexing, deep links, and more real estate within the App Store through Apple Ads, custom product pages now sit at the intersection of app store marketing and paid user acquisition, allowing you to deliver relevant, personalized, and visually compelling experiences to exactly the right audience at the right moment.

The opportunity is twofold:

• For search intent, custom product pages transform both organic and paid search visibility into dynamic, intent-driven storytelling, where each keyword can lead to a tailored page that speaks directly to the user’s needs within the App Store.
• For paid campaigns, custom product pages significantly improve ad relevance, reduce acquisition costs, and enhance conversion rates by aligning creatives with targeting strategies both inside and outside the App Store.

Success, however, isn’t about simply creating custom product pages and hoping for results. It’s about strategic thinking, proper segmentation, targeting, and continuous testing and optimization, using real performance data to refine every screenshot, headline, and keyword. With the right approach, custom product pages can shorten the path from discovery to download, enhance lifetime value, and provide a sustainable competitive edge in crowded categories.

You can get ahead of the curve by simply integrating custom product pages into the core of your organic and paid UA strategies. And, MobileAction has all the intelligence, automation, and expertise to help you with that.

Book a demo with our team today to turn your custom product pages into powerful growth assets for your app using MobileAction’s suite of custom product pages tools.

More resources on custom product pages

To learn more about custom product pages and how to utilize them as a part of your mobile app marketing efforts, check out more resources from MobileAction.

• [Apple Ads help center] Create ad variations
• [Apple Ads help center] Manage ad variations
• [Webinar] Custom Product Pages: What’s New and What Actually Works
• [Blog post] Custom product pages meet organic search on the App Store: Why this update reshapes ASO
• [Blog post] WWDC 2025: The releases UA practitioners should actually care about
• [Blog post] Latest updates on custom product pages in Apple Ads
• [Report] MobileAction’s 2025 Apple Ads benchmark report
• [Guide] The definitive guide for Mobile User Acquisition

FAQ

How do I create a custom product page in App Store Connect?

In App Store Connect, open your app and navigate to the Product Page area to create a new custom product page, then upload appropriate screenshots and app previews, and add promotional text and deep links that match the audience or query you’re targeting. Ensure you meet App Store Connect’s asset requirements, provide either four portrait or five landscape assets, localize where necessary, and submit the custom product page for review. If you distribute your custom product pages outside the App Store, ensure that your unique URLs are also added.

Is there a limit for how many custom product pages can be created?

You can create up to 70 custom product pages per app. To manage them at scale, maintain a simple naming and archiving approach, document the intended audience and keywords for each page, and periodically retire or refresh pages tied to seasonal campaigns to prevent fragmentation of traffic and dilution of measurement. The good news is that localized custom product pages don’t count as separate; for example, 1 English version and 3 localized versions still count as just one custom product page!

Which elements can I customize on a custom product page?

You can customize screenshots, app previews, promotional text, unique URLs, and deep links to match the audience’s expectations and the message in your ads or keywords. The app name, icon, subtitle, and long description remain the same with your default product page.

Do custom product pages have unique URLs and support deep links?

Yes, unique URLs and deep links are supported both in organic custom product pages and in Apple Ads. The unique URL ensures you can direct the right traffic to the right page within the app and attribute performance at the page level. When paired with deep links, custom product pages enable you to continue the experience users saw on the store within the app by opening a specific onboarding flow, paywall, or feature area after installation.

Can I use custom product pages outside the App Store?

Yes. Every custom product page generates a unique URL you can place in social channels, websites, and other ad networks to keep the message and visuals consistent from the first click to the app experience.

How is a default product page different from a custom product page?

Default product page is the canonical listing that serves broad, untargeted traffic, whereas a custom product page is designed for a well-defined context, such as targeting a specific country or campaign. Custom product pages feature customized screenshots, app previews, and promotional text; global elements, such as the app name, icon, subtitle, and long description, remain the same.

Do custom product pages and default product pages operate in connection with each other?

No, functionally they are not connected. Custom product pages do not overwrite or modify the default page; they operate in parallel and gain traffic only from the contexts you define. To avoid internal competition, map each custom product to a clear intent or campaign and reserve your default page for brand terms and broad discovery.

Where can custom product pages appear?

Custom product pages can appear in organic App Store search results for specific keywords, where they present a query-matched creative set that improves relevance and conversion. They also power Apple Ads ad variations across Search results, the Today tab, and the Search tab, ensuring a consistent journey from ad impression to landing page. Beyond the App Store, their unique URLs enable you to deploy them in social ads, influencer campaigns, email, and on the web, to maintain a coherent narrative across channels.

Can I localize custom product pages for different regions?

Yes. You can localize custom product pages in the App Store Connect for your organic keywords in 21 languages.

These are Arabic, Chinese (Simplified & Traditional), English (Australia, Canada, UK, US), French, German, Italian, Japanese, Korean, Norwegian, Portuguese (Brazil & Portugal), Russian, Spanish (Mexico & Spain), Swedish, Turkish, and Vietnamese.

For Apple Ads, you can route ads to custom product pages in all 91 countries Apple Ads supports. And if you share a custom product page’s unique URL externally, it automatically redirects to users’ own country’s version of that page (when available), so you don’t need separate links for each region.

Localizing custom product pages typically delivers a significant increase in conversion, as users encounter language, visuals, and value propositions that resonate with their market. Translate promotional text, adapt screenshots to local norms, use appropriate units and currency, and align the custom product page narrative with local keyword semantics, while also observing regional policies and legal requirements during review.

How does custom product pages impact my organic rank and paid performance on the App Store?

Custom product pages serve as the bridge between organic App Store Optimization (ASO) and paid Apple Ads campaigns, and their role has expanded significantly with Apple’s latest updates. In general, paid momentum feeds the organic algorithm and accelerates rankings. Growing organic visibility, in turn, raises organic performance, which improves brand familiarity and intent, ultimately enhancing paid conversion and efficiency.

On the ASO side, developers can now assign keywords directly to custom product pages in App Store Connect, making these pages eligible to appear in organic search results on the App Store. This means you’re no longer limited to a single default page for ranking. On the Apple Ads side, custom product pages act as targeted landing pages for your campaigns. Each ad variation can direct users to a custom product page that mirrors the ad’s creative and messaging, ensuring consistency across the user journey and boosting conversion performance.

How should I measure the performance of a custom product page?

Use App Store Connect’s Metrics tab to view impressions, page views, conversion rate, first-time downloads, redownloads, sales, and usage for each custom product page, and apply the Product Page and Source Type filters to separate App Store Search from app and web referrers. Combine this with your Apple Ads campaign performance data, including tap-through rates, conversion rates, cost, and ROAS, when a custom product page is attached to campaigns. You can also use MobileAction’s CPP Metrics dashboard to get deeper insights.

What’s the difference between custom product pages (App Store) and custom store listings (Google Play)?

Custom product pages are tightly integrated with keyword intent and Apple Ads placements, appearing in organic keyword results and in Apple Ads when you place them as ad variations; they customize screenshots, app previews, promotional text, deep links, and a unique URL with up to 70 variants. Google Play’s custom store listings emphasize regional and contextual targeting, such as country, language, referrer, ad group mapping, or user state, can be created up to 50 variants, and allow changes to name, short and full description, screenshots, feature graphic, and promo video while keeping the icon global.