App Store Custom Product Pages: Setup and Review Checklist

A custom product page gives a specific audience a clearer view of a supported feature. Plan its screenshots, message and destination, then verify its availability and results. This guide covers setup and review; it does not predict a conversion lift.

Custom pages let you show a different view of the same app to different audiences. You can use them in campaigns or for relevant search results. Keep them connected to your wider download-growth plan.

What Are App Store Custom Product Pages?

Custom product pages (CPPs) are additional versions of your App Store listing that you can create inside App Store Connect. Each version can feature its own unique set of screenshots, app preview videos, promotional text, and assigned keywords^[2].

Think of them this way: your default product page is a one-size-fits-all storefront. Custom product pages let you build targeted storefronts for specific audiences, campaigns, or use cases. A fitness app might create one CPP highlighting its yoga features and another showcasing strength training. A travel app could have separate pages for business travelers and budget backpackers.

Each custom product page gets a unique URL you can share through marketing channels—social media, email, websites, or paid ads. Apple now allows up to 70 custom product pages per app, doubled from the previous 35-page limit in October 2025^[3]. Every CPP is fully localizable, so you can tailor the experience for different countries and languages.

Why Custom Product Pages Matter in 2026

Use a custom product page when an audience needs a different view of a real supported feature. Define its destination and measurement plan before creating it. Growth in an advertising platform's customer sample does not establish a conversion benefit for every app.

A focused page can be useful even without a market-adoption statistic. Apple publishes examples on its custom product page overview, but individual case results are not forecasts for your app.

The main options to consider are:

Organic search visibility: You can assign eligible keywords to CPPs so they appear in App Store search results organically—not just through paid ads^[5].
Doubled page limit: The cap increased from 35 to 70 CPPs per app in October 2025^[3].
Deep links: On iOS 18+, CPPs can include deep links that open supported in-app destinations when a person opens the app from the custom page on supported OS versions^[2].
Measurement: Compare the actual cost and quality of acquired users for your campaign; there is no fixed ad-cost reduction.

A custom page is worth considering when your default listing cannot explain an important audience's task clearly. You do not need one for every possible use case.

How to Create App Store Custom Product Pages: Step-by-Step

Plan the audience, feature, screenshots and destination first. Reusing suitable artwork can reduce setup work, while a new message may need a new first screen and review.

Step 1: Plan Your CPP Strategy

Before touching App Store Connect, decide what each custom product page will target. Ask yourself: who is this page for, and what specific problem does it solve?

Common CPP strategies include:

Feature-based pages: Spotlight a specific feature (e.g., a meditation app creating separate pages for sleep sounds, guided breathing, and mood tracking).
Audience-based pages: Tailor messaging for different user segments (beginners vs. power users, students vs. professionals).
Seasonal or event-based pages: Create time-sensitive pages for Black Friday, Back to School, holiday campaigns, or sporting events.
Campaign-aligned pages: Match your CPP to the creative direction of a specific ad campaign for a consistent user journey.

Start with one audience and a clear way for people to reach the page. Add more pages when you have distinct tasks to explain and time to maintain the artwork.

Step 2: Open App Store Connect and Navigate to CPPs

Log into App Store Connect and select your app. In the left sidebar, find Custom Product Pages under the App Store section. Click Create Custom Product Page to start.

You'll see two options: start from a blank page or copy your existing default product page. If this is your first CPP, copying the default page gives you a solid starting point—you can then swap out the screenshots and promotional text.

Step 3: Create Targeted Screenshots

Make the opening screenshot match the task that brought someone to this page. The rest of the set can explain the supporting steps and features.

For each custom product page, design screenshots that:

Highlight the specific feature or benefit this CPP promotes
Use captions and overlays that speak to the target audience's pain points
Follow Apple's screenshot size specifications for all required device sizes
Maintain your brand identity while differentiating from your default page

Make the opening screenshots demonstrate the feature the page promotes. A different full campaign may help, but sometimes a carefully chosen first screen is sufficient. Treat that choice as a hypothesis; this article does not establish which approach has the highest conversion.

Use the AppDrift screenshot editor to reuse layouts across pages and supported export sizes. Check the Free or Pro label on the chosen artwork and inspect each export before uploading.

Step 4: Write Compelling Promotional Text

Each CPP can have its own promotional text—the text that appears at the top of your App Store listing. This is your chance to speak directly to the audience segment this page targets.

Keep these guidelines in mind:

Lead with the primary benefit, not a feature list
Use language that mirrors how your target audience describes their needs
Include a clear value proposition within the first two lines (that's what users see before tapping "more")
Avoid generic statements; be specific about what makes this feature or use case valuable

Remember, your app title, subtitle, and description remain the same across all CPPs. Only screenshots, previews, promotional text, and keywords can change.

Step 5: Assign Keywords for Organic Search Visibility

You can assign eligible keywords from your approved app version to custom pages, allowing those pages to appear for relevant searches. Check Apple's current setup instructions for the selected localization.

Here's how it works:

The keywords you assign must already exist in the Keywords field of your latest approved app version.
Keywords used in your app title or subtitle are not eligible for CPP assignment.
Each keyword should be assigned to only one CPP—Apple recommends avoiding overlap between pages.
Multiple keywords can point to the same CPP.
When your app ranks for an assigned keyword, the CPP may appear instead of your default page.

Review keyword options for the selected localization in the current App Store Connect workflow. Apple's current public documentation supports keyword assignments; this guide does not assume the early US-only rollout is still the complete availability rule.

If you need help optimizing your keyword field before assigning terms to CPPs, AI-powered metadata generation tools can draft wording for reviewed keyword choices that align with the page's supported feature.

Step 6: Add a preview video when it helps

App preview videos on custom product pages can reinforce the message your screenshots set up. A 15–30 second video showing the specific feature in action may help explain an interaction; test it rather than assuming it outperforms still images.

For CPPs, keep videos tightly focused. Don't show a broad overview of your app—show only the feature or experience this particular page highlights. Apple requires app previews to follow their preview specifications, so check the requirements before recording.

Step 7: Submit for Review

Custom product pages go through Apple's standard App Review process, but they're reviewed independently of app updates^[2]. This means you can create and update CPPs without submitting a new app binary.

Review timing varies; leave enough time for review and corrections before a campaign deadline. Make sure all screenshots and text comply with App Review Guidelines—the same content policies apply to CPPs as to your default page. If you haven't already, follow our App Store Connect setup guide to ensure your account is properly configured for CPP management.

Step 8: Promote and Monitor Performance

Once approved, each CPP gets a unique URL. Use these URLs in your marketing campaigns:

Apple Search Ads: Create ad variations that point to specific CPPs, matching ad creative to the landing experience.
Social media and email: Share direct CPP links in campaigns targeting specific audience segments.
Website and landing pages: Embed CPP links for audiences arriving from feature-specific content.
Organic search: Assigned keywords can make the page eligible for relevant search results; appearance is not guaranteed.

In App Store Connect, inspect the available impressions, downloads and conversion metrics for each page. Keep the traffic sources and dates beside the results. Different audiences can produce different rates even when the design has the same effect.

Common Mistakes to Avoid

Review the following before putting the page into a campaign.

1. Using the Same Screenshots Across All CPPs

Give each page a reason to exist. Reorder or replace the opening screenshots when that helps explain its particular task; keep supporting screens that still fit. The screenshot tutorial covers creating a reusable set.

2. Ignoring Promotional Text

Read the promotional text alongside the screenshots. If it still describes a different task, rewrite it to support this page's message.

3. Assigning Overlapping Keywords

Use distinct keyword assignments as required in App Store Connect. Check for overlaps before saving rather than guessing how the store will choose between pages.

4. Creating CPPs Without a Distribution Plan

A custom product page sitting unused in App Store Connect does nothing. Every CPP needs a clear distribution channel—whether that's an Apple Search Ads campaign, a social media push, an email blast, or organic keyword assignment. Build the promotion plan before you build the page.

5. Neglecting Performance Monitoring

Check the page's source, audience and observation window before comparing performance. An advertising benchmark from another population is not your target conversion rate. Record downstream use as well as downloads.

Pro Tips for Custom Product Pages in 2026

Maximize the Organic Search Update

Review the terms you already target and look for a task that your default page explains poorly. That is a useful candidate for a custom page.

Audit your keyword field and identify terms where a specific CPP would convert better than your default page.
Create CPPs for long-tail keywords where you rank but don't convert well—the mismatch between search intent and your default page might be the issue.
Use page-level Analytics to monitor impressions; those totals do not identify every keyword that led to the page.

Use Deep Links to Reduce Friction

On supported iOS 18 and iPadOS 18 devices, a person tapping Open on the custom product page can follow its deep link to specific app content. Test that path, including any sign-in or setup it needs. Apple's setup guide explains the behavior.

Localize for audiences you can serve

Localize pages for audiences your app can serve. Review the screenshots, promotional text and in-app destination in each language. The global launch guide covers the wider preparation.

Align CPPs with Your Ad Creative

Make the ad and page describe the same task. Someone tapping an ad about RPG gameplay should see the relevant gameplay on the landing page, rather than an unrelated feature. Test the result for your own audience.

Use Seasonal Opportunities

With 70 CPP slots, you can maintain evergreen pages alongside time-sensitive seasonal pages. Create CPPs for major events relevant to your app category: Back to School, holiday shopping, New Year's resolutions, or sporting events like the Super Bowl or World Cup. Pause seasonal pages after the event and reactivate them the following year.

Best Tools for Managing Custom Product Pages

Start with the native console, then add tools for the preparation steps that take your team time.

App Store Connect: The native platform where all CPPs are created, submitted, and monitored. It's free and essential. Use the App Analytics tab to compare CPP performance against your default page.
AppDrift Screenshot Generator: use the screenshot editor to keep a reusable layout for each audience. Check supported dimensions and template access before export.
App Store Connect API: For developers managing CPPs at scale, Apple's API lets you automate metadata uploads and submissions programmatically^[2]. This is particularly valuable if you're automating your publishing workflow.
Apple Search Ads: Create ad variations linked to specific CPPs for precise audience targeting. Review spend and customer outcomes for your own campaign.

Conclusion

Start with one page for a clear audience. Check its artwork, keyword assignments, links and public availability before sending traffic. AppDrift plans and access explain the options for preparing the screenshots and listing copy.

Design screenshots around that audience's task, then track downloads and later app use. Expand only when another page has a distinct purpose and you can maintain it.

Frequently asked questions

How many custom product pages can I create?

Apple currently supports up to 70 custom product pages per app. Start with a real audience and distribution path rather than trying to fill that capacity.

Do custom product pages guarantee more conversions?

No. Their purpose is to tailor presentation to an audience. Compare results with source, dates and audience visible; differences between pages with different traffic are not a randomized test.

Can custom product pages appear in organic search?

Apple documents keyword assignments that can make a custom page appear in relevant search results. Review current localization and keyword eligibility in App Store Connect; appearance is not guaranteed.