CPP (custom product pages)
Custom product pages let one app tell different stories to different searchers. In Apple Ads they turn a single product page into a set of ads, each matched to the intent behind a group of keywords.
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By default, every Apple Ads ad is built from your main product page, so someone searching for a budget planner and someone searching for a receipt scanner see the same screenshots. Custom product pages fix that. You create additional versions of the page in App Store Connect, each highlighting a different feature, audience or use case, and use them as ads for the keywords they fit.
How custom product pages work in Apple Ads
- You create a custom product page in App Store Connect, choosing screenshots, app previews and promotional text. Each page goes through App Review and gets its own URL.
- In Apple Ads, an approved custom product page can be used as an ad variation in an ad group. Users who tap that ad land on the matching custom page instead of the default product page.
- Because ads live at the ad group level, the keywords in the ad group decide which searches see the page. Grouping keywords by intent is what makes custom pages effective.
- The app binary, name, icon and ratings stay the same. Only the visual story and promotional text change.
Measured effects of custom product pages
Adapty’s Apple Ads for subscription apps 2026 report compared ad groups with and without custom product pages across 2025 campaigns, drawing on 8,000+ apps and 1,000,000+ ad groups. The comparison is aggregated at the ad group level, and per-row app counts were not published.
| Metric | Without CPP | With CPP | Relative lift |
|---|---|---|---|
| TTR (taps / impressions) | 9.72% | 10.90% | +12.1% |
| CR (downloads / taps) | 63.91% | 70.05% | +9.6% |
| Downloads per 1,000 impressions | 62.1 | 76.3 | +22.9% |
Source: Adapty, Apple Ads for subscription apps 2026. These are measured relative effects in the study population, not guaranteed results or targets. Ad groups that use custom pages may also differ in other ways, such as tighter keyword grouping. The lifts compound because a relevant page raises both the chance of a tap and the chance a tap becomes a download.
Matching custom product pages to keywords
- Group keywords by intent. Feature terms, audience terms, competitor terms and brand terms each suggest a different story.
- Create a custom page for each intent that has enough volume to justify it. The first screenshots matter most, because they appear in the ad itself.
- Put each intent’s keywords in their own ad group and set the matching custom page as the ad.
- Compare TTR, conversion rate and downstream subscription metrics against the default page for the same keywords before rolling the page out further.
Common pitfalls
- Too many pages for too little traffic. Each page needs enough impressions to show a difference.
- Mixed ad groups. A custom page shown against unrelated keywords can perform worse than the default page.
- Judging by taps alone. A page that lifts TTR but attracts users who never subscribe has not helped. Check trials, subscriptions and ROAS by ad group.