What if you could boost your app’s conversions across all your segments, channels, and campaigns? With custom product pages from the App Store, you can do just that. Custom product pages let you have tailored conversations with all your key user segments. They help you leverage channels like paid advertising, influencer marketing, and even organic App Store search by matching your app listing to what users expect to see.
They also help you improve conversions from your different growth campaigns by aligning your product page with the marketing message that brought users there. In this guide, we’ll cover what custom product pages are, how they work, and how you can add them to your app marketing mix. We’ll also look at recent updates from Apple — including organic search visibility, keyword assignment, and deep linking — that make custom product pages more powerful than ever.
What are custom product pages?
Custom product pages are additional versions of your default App Store product page — your “main” app listing. You can create up to 70 custom product pages per app (Apple doubled the previous limit of 35 in October 2025), each designed to highlight specific features, content, or messaging for a particular audience. Each custom product page gets a unique URL and can include its own set of screenshots, app preview videos, and promotional text.
Since mid-2025, you can also assign keywords to each page so it appears in organic App Store search results, and add deep links to direct users to specific content within your app. Here’s a quick example: imagine you have an outdoor activity app. You could create three different custom product pages — one highlighting hiking trails for hikers, one showcasing bike routes for cyclists, and one focused on climbing spots for climbers. Each page speaks directly to a different audience with creatives and copy that match their interests.
What’s new for custom product pages in 2025–2026
Apple has introduced several major updates that significantly expand what custom product pages can do. If you set up CPPs when they first launched and haven’t revisited them since, here’s what has changed:
Limit increased from 35 to 70
As of October 29, 2025, you can now create and publish up to 70 custom product pages per app. This gives you much more room for experimentation, localization, and campaign-specific pages without running out of slots.
Organic search visibility through keyword assignment
This is the single biggest change since CPPs were introduced. Starting in mid-2025, you can assign keywords from your keyword field to specific custom product pages in App Store Connect. When your app ranks for those keywords, your custom product page can appear in organic search results instead of your default page. Previously, CPPs were only accessible through unique URLs and Apple Ads. Now they’re a legitimate organic discovery tool, which makes them relevant for your ASO strategy as well.
Deep linking support
On iOS 18 and iPadOS 18 or later, you can assign a deep link to each custom product page. When users tap “Open” on your CPP, they’re taken directly to a specific destination within your app rather than the home screen. This creates a smoother user journey from discovery to engagement.
Expanded App Store Connect analytics
Apple rolled out over 100 new metrics in App Store Connect, giving you much more granular data for each custom product page. You can now track App Store metrics (impressions, page views, conversion rate), download metrics (first-time downloads, redownloads), sales metrics (in-app purchases, proceeds), and usage metrics (sessions, active devices, deletions). You can also filter by source type to compare organic, Apple Ads, and referral traffic for each page.
Pre-order support
Apps available for pre-order can now also use custom product pages, letting you tailor your pre-launch marketing to different audiences.
What you can and can’t customize
Not everything on a custom product page is editable. Here’s what you control and what stays the same across all your pages:
| Element | Customizable? | Notes |
|---|---|---|
| Screenshots | ✅ Yes | Up to 10 per page |
| App preview videos | ✅ Yes | Up to 3 per page |
| Promotional text | ✅ Yes | Up to 170 characters |
| Keywords | ✅ Yes | For organic search visibility |
| Deep links | ✅ Yes | iOS 18+ required |
| App name | ❌ No | Same across all pages |
| App icon | ❌ No | Same across all pages |
| Subtitle | ❌ No | Same across all pages |
| Description | ❌ No | Same across all pages |
| Ratings and reviews | ❌ No | Pulled from default page |
| In-app purchase info | ❌ No | Consistent across all pages |
| Privacy info | ❌ No | Consistent across all pages |
For guidance on preparing your visual assets, check out our guides on App Store screenshot best practices and App Store screenshot sizes and requirements.
Use cases for custom product pages
Improving conversions at the segment level
The most important use case for custom product pages is boosting conversions across your key user segments. Regardless of the type of app you offer, chances are you’re marketing to several distinct groups of users. Let’s say you have a productivity app. Within your broader audience, you might have professionals looking for better work-life balance, homemakers wanting to reclaim time in their day, and freelancers needing to manage projects more efficiently. Because these segments have different motivations, they’ll convert better if you write personalized copy that resonates with their goals, highlight features that directly speak to them, and showcase app previews tailored to their use case.
With custom product pages, you create these personalized landing pages for each segment. And with keyword assignment, the right page can now show up in organic search when users search for relevant terms — not just when you send them a direct link. That said, set up custom product pages only for your most important user segments. Just because you can create 70 custom pages doesn’t mean you should. Focus on the segments, features, or campaigns that will have the biggest conversion impact.
Optimizing channel performance
Custom product pages help you align your App Store listing with the specific channel users are coming from. If you’re using influencer marketing, create dedicated CPPs for each influencer’s audience. Any referral traffic they send will see exactly what the influencer promised — freelancers will see the app’s utility for freelance work, homemakers will see how it helps with household management, and so on.
The same logic applies to your other channels. You can create channel-specific CPPs for Meta (Facebook and Instagram), TikTok, Snapchat, YouTube, email campaigns, and your website. Each channel has a different audience with different expectations, and matching the App Store page to the channel message improves the entire user journey.
Running Apple Ads campaigns
Custom product pages integrate tightly with Apple Search Ads. There are three key placements where CPPs play a role:
Search results ads. You can create ad variations using different custom product pages, each tailored to specific keywords. When users search for those terms, they see screenshots and previews from your CPP rather than your default page, improving both tap-through and conversion rates.
Today tab ads. This high-visibility placement uses a custom product page as its tap destination. Assets from the linked CPP animate in the background behind your app icon, creating a visually rich ad experience.
Search tab ads. These ads appear when users first open the search tab and can also link to a custom product page as the tap destination.
Improving ROI from campaigns
You can use custom product pages to improve ROI from seasonal and themed campaigns. If you’re running a holiday marketing campaign, create a CPP that reflects the theme with festive graphics and holiday-specific content. Users coming from your holiday ads see exactly what they expect, leading to higher conversions. Once the campaign ends, simply disable the custom product page. Any users clicking old links will be redirected to your default listing automatically. Because CPPs persist until you remove them, you can also reuse seasonal pages year after year, comparing performance across seasons and making improvements based on past data.
Localizing for different markets
Each custom product page can have up to three localized versions, and these localizations count as just one CPP toward your 70-page limit. This gives you significant flexibility to target multiple markets. For example, a travel app could create localized CPPs for Japan featuring imagery of cherry blossoms and local landmarks, while a CPP for Brazil might emphasize Carnival-related travel deals. By pairing localized metadata with localized CPPs, you create a fully customized organic funnel for each region.
How to set up custom product pages
Setting up custom product pages is straightforward. Here’s a step-by-step walkthrough:
Step 1: Open App Store Connect. Go to “My Apps” and select the app you want to create a custom product page for.
Step 2: Navigate to custom product pages. In the left sidebar, find and click “Custom Product Pages.”
Step 3: Create a new page. Click “Create Custom Product Page.” You can start with a blank page or create a copy of your default product page. Give it a descriptive name based on the audience segment, campaign, or feature it targets (e.g., “Holiday-2026-Promo” or “Freelancers-Time-Tracking”).
Step 4: Customize your assets. Upload the screenshots (up to 10), app preview videos (up to 3), and promotional text (up to 170 characters) for this page. Make sure your screenshots follow App Store guidelines and align with the messaging of the campaign or segment this page targets.
Step 5: Assign keywords (optional). If you want this CPP to appear in organic search results, assign relevant keywords from your keyword field. When your app ranks for these keywords, the CPP will show instead of your default page.
Step 6: Add a deep link (optional). For iOS 18+ users, you can set a deep link that takes users to specific content within your app when they open it from this CPP.
Step 7: Localize as needed. Add localized versions for different languages or regions if applicable.
Step 8: Submit for review. Custom product pages require App Store review, but you can submit them independently of an app version update. Click “Add to Review” and confirm.
Step 9: Monitor performance. Once live, track your CPP’s performance in App Analytics within App Store Connect. For Apple’s full technical documentation, see the official setup guide in App Store Connect Help.
How to use custom product pages with Apple Ads
Custom product pages become especially powerful when paired with Apple Ads, as they let you match your ad creative with the App Store page users land on. Here’s how CPPs work across each Apple Ads placement:
| Apple Ads placement | How CPPs are used | Key benefit |
|---|---|---|
| Search results | Create ad variations with keyword-specific creatives | Higher tap-through and conversion rates |
| Today tab | CPP serves as tap destination with animated background | High-visibility brand campaigns |
| Search tab | CPP serves as tap destination | Captures browsing users early |
To set up ad variations, create your custom product pages first in App Store Connect, then link them to your Apple Ads campaigns. In Apple Ads Advanced, you can select a previously created CPP as the destination for a new ad variation at the ad group level. This alignment between ad creative and landing page is one of the main reasons CPPs deliver measurable performance improvements. When users see the same messaging in the ad and on the product page, friction drops and conversions go up.
Custom product pages vs. product page optimizations
Custom product pages and product page optimizations are both tools for improving your App Store presence, but they serve different purposes.
| Feature | Custom product pages | Product page optimizations |
|---|---|---|
| Purpose | Targeted experiences for specific audiences or campaigns | A/B test default page elements for all users |
| Number of variants | Up to 70 | Up to 3 treatments |
| Customizable elements | Screenshots, previews, promo text, deep links, keywords | Icon, screenshots, previews |
| URL structure | Each gets a unique URL | Uses default URL |
| Discovery | Via unique URL, Apple Ads, and organic search (with keywords) | Organic search (random assignment to treatments) |
| Traffic assignment | Manual or campaign-based | Automatic split testing |
| Duration | Permanent until disabled or deleted | Up to 90 days |
| Analytics | Per-page metrics in App Analytics | Treatment vs. control comparison |
Think of custom product pages as your always-on optimizations for specific audiences, channels, and campaigns. Product page optimizations, by contrast, are experiments you run to validate hypotheses about your default page — your app’s icon, main screenshots, or core messaging. Both have their place in your overall app store optimization strategy.
Performance benchmarks: what results to expect
One of the strongest reasons to invest in custom product pages is the performance data behind them. Here are the key benchmarks from industry sources:
| Metric | Data | Source |
|---|---|---|
| Average conversion lift from CPPs | +2.5 percentage points (156% increase vs. default pages) | Apple Developer |
| CPP conversion rate in Apple Ads (2024) | 55.8%, up from 42.1% in 2023 | MobileAction 2025 benchmark report |
| Tap-through rate improvement with CPP ad variations | +13.4% vs. default pages | MobileAction |
| Conversion boost for games using CPPs | +8% | AppTweak ASO report |
| Conversion boost for non-gaming apps | +6.6% | AppTweak ASO report |
| Average conversion boost across all apps | +5.9% | AppTweak ASO report |
| CPP impressions generated in 2024 | 6.56 billion (vs. 2.08 billion for default pages) | MobileAction 2025 benchmark report |
Real-world case studies reinforce these numbers. CBS Sports saw a 20% conversion rate increase after creating custom product pages with seasonal content aligned to their brand. State of Survival achieved a 33% conversion rate increase and 14% lower cost per install by aligning CPP screenshots with their online marketing creatives. SoundCloud reported a 39% reduction in cost per install and a 58% increase in conversions using CPPs as ad variations in Apple Ads. These results are consistent across industries and app categories. The key takeaway: matching your product page to user intent — whether through ad alignment, keyword targeting, or audience segmentation — drives meaningful conversion improvements.
Custom product pages don’t work by themselves
Custom product pages only work if you send traffic to them or activate them for organic search. They’re not a set-it-and-forget-it solution. For paid channels, you need to link each CPP to the appropriate campaign — whether that’s Apple Ads, Meta, TikTok, or another platform. For influencer marketing, share the unique CPP URLs with your influencers so their referral traffic lands on the right page.
For organic search, assign relevant keywords in App Store Connect so the right CPP appears when users search for those terms. And for your own channels, use CPP links in email campaigns, blog posts, and social media promotions. The point is that custom product pages are a conversion optimization tool, not a traffic generation tool. You still need to do the work of driving qualified users to them.
Short-term vs. long-term analysis
When you use custom product pages correctly, you’ll see improvements in user acquisition across segments, channels, and campaigns. But you’re only looking at top-of-funnel metrics here. To truly understand the value of users acquired through custom product pages, you need to tie this analysis to bottom-funnel metrics. Review your retention rates, average revenue per user (ARPU), and customer lifetime value (LTV) for each segment.
This means monitoring in-app spending behavior, engagement patterns, and churn rates of users who came through custom product pages. If certain CPPs attract users with higher LTV, you’ll want to double down on those pages and the campaigns feeding them. To do this analysis, you need a mobile analytics platform like Adapty that tracks spending behavior at the user level.
With Adapty’s revenue analytics, you can slice your revenue data by segments, channels, and campaigns to understand which custom product pages are driving the most valuable users — not just the most users.
Common mistakes to avoid
As custom product pages become more widely adopted, certain pitfalls keep showing up. Here are the most common ones:
Creating CPPs without a clear strategy. Don’t create pages just to fill the 70-slot limit. Every CPP should have a defined audience, campaign, or keyword target. Start with your highest-impact segments and expand from there.
Not aligning CPP creatives with ad creatives. The whole point of CPPs is consistency between what users see in your ad and what they see on the product page. If there’s a disconnect, conversions suffer.
Ignoring keyword assignment for organic search. Since mid-2025, keyword assignment is available for CPPs. If you’re not using it, you’re missing free organic visibility for your tailored pages.
Forgetting to localize. Each CPP supports up to three localized versions that count as a single page. If you operate in multiple markets, localization can dramatically improve relevance and conversion rates.
Not tracking performance per CPP. Without monitoring each page’s metrics individually, you can’t tell which pages are working and which need improvement. Use the expanded App Store Connect analytics to compare performance across all your CPPs.
Letting seasonal pages go stale. If you created a holiday CPP last year, review and refresh it before the next season. Update screenshots, promotional text, and any date-specific references.
App Store custom product pages vs. Google Play custom store listings
If you publish on both platforms, it helps to understand how Apple’s CPPs compare to Google Play’s custom store listings (CSLs):
| Feature | App Store (CPPs) | Google Play (CSLs) |
|---|---|---|
| Maximum variants | 70 | 50 |
| Organic search visibility | Yes, via keyword assignment (since 2025) | Yes, via country/language targeting |
| Customizable elements | Screenshots, previews, promo text, deep links | Name, descriptions, screenshots, feature graphic, promo video |
| Icon customization | No | No |
| Targeting options | Keywords, unique URLs, Apple Ads | Country, language, referrer, ad group, user state |
| Unique URLs | Yes | Yes |
| Deep linking | Yes (iOS 18+) | Varies by implementation |
Both platforms now offer robust page customization. Google Play has had custom store listings longer and offers more metadata flexibility (including app name and description changes), while Apple’s recent updates — especially keyword-based organic search visibility — have closed much of the gap. If you’re running cross-platform campaigns, aligning your CPPs and CSLs around the same audience segments and creative strategy can streamline your workflow.
Wrapping up
Custom product pages have evolved from a niche advertising tool into one of the most versatile features in the App Store for conversion optimization. With the 2025 updates — 70-page limit, organic search visibility, deep linking, and expanded analytics — they’re now relevant for paid acquisition, organic ASO, influencer marketing, and cross-channel campaigns alike.
The data supports the investment: apps using custom product pages consistently see higher conversion rates, lower acquisition costs, and better campaign ROI. And with Apple continuing to expand CPP capabilities, their importance will only grow. Start with your highest-impact segments and campaigns. Build a few targeted CPPs, assign keywords, connect them to your ads, and measure performance. Then iterate from there. And don’t forget long-term analysis.
The real value of custom product pages isn’t just more installs — it’s attracting the right users who stick around and generate revenue. Check out Adapty’s revenue analytics to connect your acquisition efforts with downstream revenue metrics.
