Custom Product Pages: The Complete Guide for the App Store

Quick answer: Custom product pages are extra versions of your App Store product page, currently up to 70 per app. Each can have its own screenshots, app previews and promotional text, plus a unique URL you use in ads, emails and social posts. You can also give each page a deep link (iOS 18 and later) and keywords so it appears in search. Every page goes through App Review, independently of app updates.

Your default product page has to speak to everyone. Custom product pages let you show a specific audience the part of your app they came for: the yoga plans to the person who tapped a yoga ad, the shared budgets to someone who clicked a couples' finance post.

Custom product pages can appear in several places: wherever you share the URL, in Apple Ads on the Today tab, Search tab and search results, in editorially curated stories and collections, and in StoreKit-rendered ads from ad networks that pass a custom product page identifier.

Apple's own custom product pages page reports that developers see a 2.5 percentage point increase in conversion on average when referring people to a custom product page, compared with a 1.6% average conversion rate on default product pages. That's Apple's aggregate figure; your results depend on your traffic and how well each page matches it. The common use cases:

1. Paid campaigns by theme. One page per ad angle, so the first screenshot repeats the ad's promise.
2. Apple Ads. Use custom pages in ads and create search result ad variations by keyword theme. Our guide to Apple Ads and ASO explains how the two connect.
3. Organic keyword themes. Assign keywords so a tailored page appears for searches that match its intent.
4. Links you control. Email campaigns, your website, creator partnerships and social posts can each point to the most relevant page.
5. Seasons and events. A holiday or back-to-school page with matching screenshots and promotional text.
6. Deep-linked journeys. With a deep link, someone who already has your app can be taken straight to the feature the page promoted.

Start with your traffic, not with the 70-page limit. Each page needs enough visitors to tell you whether it works, so a few well-targeted pages beat dozens of thin ones.

Here's a plan for a hypothetical fitness app, Corelab:

Plan each row before you design anything: if you can't name the traffic source, you probably don't need the page yet.

1. Open your app in App Store Connect and go to Custom Product Pages.
2. Create a page with an internal name you'll recognize, such as "Ads: Yoga, Q1."
3. Choose blank or copy. Copying your default page is faster when only the first screenshots change.
4. Add assets per localization. Upload screenshots and app previews for each required device size, and write the promotional text.
5. Add a deep link if the page promotes a specific feature, and test that it opens the right screen.
6. Assign keywords if you want the page to appear in search, following Apple's intent and uniqueness rules.
7. Submit for review. This can happen without a new app version, and you can automate uploads and submissions with the App Store Connect API.
8. Copy the page URL into your ads, emails and posts once it's approved.

Screenshots on custom pages must meet the same specifications as your default page. For current required sizes, see our App Store screenshot sizes guide.

The page works when the first thing people see confirms why they tapped. Keep the brand constant (same icon, name, colors and type) and change the story.

Practical tips:

• Echo the ad's words in the first headline. Our guide to App Store screenshot captions has more headline patterns.
• Reorder, don't reinvent. Often you only need a new first two screenshots; the rest can match your default page.
• Stay accurate. Every page must follow the App Review Guidelines, so show real app UI for the feature you promise.
• Plan for maintenance. When your app's interface changes, every custom page needs new screenshots too.

In App Analytics, the Acquisition area shows impressions, downloads, redownloads and conversion rate for each custom product page, along with retention and average proceeds per paying user, so you can compare each page against your default.

Questions to ask monthly:

• Does each page convert better than the default for the same traffic source?
• Do users from a page stay engaged and pay, or just download?
• Which pages have too little traffic to judge? Merge or retire them.

Our App Store conversion rate guide explains the metric itself. To test the default page that everyone else sees, use Product Page Optimization.

Custom product pages on Google Play

Google Play's closest feature is custom store listings, which target listings by country and other criteria. See our guide to Google Play custom store listings, and for the full strategy across both stores, the App Store Optimization guide.