Advertisers spent $395.96 million on App Store custom product pages in 2025, up 65% from $240.14 million the year before^[1]. That surge tells you something: developers who personalize the App Store experience are pulling ahead of those still relying on a single, generic listing. If you haven't explored custom product pages yet, this guide will walk you through everything you need to know—from setup to advanced keyword strategies that dropped in mid-2025.

Whether you're running paid campaigns through Apple Search Ads or trying to grow your organic downloads, custom product pages give you a level of control that didn't exist a few years ago. And with recent updates letting CPPs surface in organic search results, the opportunity has never been bigger.

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—as of July 2025—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

The numbers speak for themselves. In 2025, taps on CPP-linked ads grew to 271.01 million (up from 93.83 million in 2024), and downloads reached 128.93 million—more than double the 52.42 million from the previous year^[1]. Impressions nearly tripled, jumping from 6.56 billion to 15.80 billion.

Yet adoption remains surprisingly low. According to AppTweak's ASO Benchmarks Report, only 31% of top apps and 26% of top games actively use custom product pages^[4]. The apps that do use them see conversion lifts of up to 8.6%. CBS Sports reported a 20% conversion increase, and State of Survival achieved a 33% conversion boost with a 14% lower cost-per-install^[2].

Here's what changed in 2025 that makes CPPs even more important heading into 2026:

Organic search visibility: Since July 2025, you can assign 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 send users directly to specific content inside your app after install^[2].
Lower ad costs: Cost-per-acquisition for CPP-linked ads dropped from $4.58 to $3.07, and cost-per-tap fell from $2.56 to $1.46^[1].

If your ASO strategy doesn't include custom product pages at this point, you're leaving conversions on the table.

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

Setting up custom product pages is straightforward once you know the process. We've tested this workflow across multiple apps, and it typically takes 30–60 minutes per CPP—with the bulk of the time going toward screenshot creation and copywriting.

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.

Map each planned CPP to a keyword cluster you want to own. With up to 70 slots available, you have room to experiment—but start with 3–5 focused pages before scaling.

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

Screenshots are the most impactful element of any custom product page. They're what users see first, and they need to match the specific intent of the audience you're targeting with this CPP.

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

We analyzed dozens of high-performing CPPs and found that the most effective ones use completely different screenshot sets—not just minor tweaks to the default. A fitness app, for example, shouldn't just reorder its existing screenshots; it should show entirely different UI screens relevant to the targeted feature.

Creating separate screenshot sets for multiple CPPs can be time-consuming. Tools like the AppDrift Screenshot Generator let you batch-create professional screenshots across all required device sizes without needing design skills, which helps when you're managing 5, 10, or more custom product pages.

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

This is the biggest change to CPPs since their launch. Since July 2025, you can assign keywords from your keyword field to specific custom product pages, making them eligible to appear in organic App Store search results^[5].

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.

This feature is currently available only for the U.S. App Store with English (U.S.) localization^[6]. Given Apple's typical rollout pattern, expect broader market availability throughout 2026.

If you need help optimizing your keyword field before assigning terms to CPPs, AI-powered metadata generation tools can identify high-volume keywords that align with each CPP's theme.

Step 6: Add App Preview Videos (Optional but Recommended)

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 often outperforms static screenshots alone.

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 typically takes 24–48 hours. 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 will surface the CPP automatically in search results.

Track performance in App Analytics within App Store Connect. You can compare each CPP's impressions, downloads, conversion rate, retention, and average revenue per user against your default page.

Frequently Asked Questions About Custom Product Pages

Can I use custom product pages on Google Play?

Not exactly. Google Play has its own feature called custom store listings, which serves a similar purpose but works differently. Google Play custom store listings let you customize your full listing (including title, description, and icon) for specific countries, pre-registration states, or Google Ads campaigns. Apple's CPPs are limited to screenshots, previews, promotional text, and keywords. The two platforms require separate strategies. If you're managing both stores, using a unified ASO platform can help coordinate your efforts across iOS and Android.

Do custom product pages affect my app's ranking?

CPPs themselves don't directly influence your app's keyword rankings. However, higher conversion rates from well-targeted CPPs send positive signals to Apple's algorithm. When users consistently download after viewing a CPP, that behavioral data can indirectly support your overall ranking performance.

How many custom product pages should I create?

Start with 3–5 pages targeting your highest-priority segments or features. Analyze performance data for at least two weeks before adding more. We've seen diminishing returns beyond 15–20 active CPPs for most apps, unless you're running highly segmented paid campaigns across many keyword clusters.

Can I A/B test custom product pages?

Custom product pages and Apple's Product Page Optimization (PPO) feature serve different purposes. PPO lets you run A/B tests on your default product page. CPPs are separate pages for targeted campaigns. You can't run a formal A/B test between two CPPs, but you can compare their performance metrics in App Analytics to see which messaging resonates better with its intended audience.

Are custom product pages available in all countries?

CPPs themselves are available globally on iOS 15 and later. However, the keyword assignment feature for organic search visibility is currently limited to the U.S. App Store with English (U.S.) localization^[6]. The CPP localization feature lets you create localized versions for any market Apple supports.

Common Mistakes to Avoid

After reviewing hundreds of custom product page implementations, we've identified the errors that trip up most developers.

1. Using the Same Screenshots Across All CPPs

If your custom product page looks identical to your default page, it defeats the entire purpose. Each CPP should feel like a distinct entry point tailored to a specific audience or intent. Reorder your screenshots at minimum, but ideally create fresh visuals for each page. Our screenshot creation tutorial covers how to build multiple sets efficiently.

2. Ignoring Promotional Text

Many developers customize screenshots but leave the promotional text unchanged from their default page. This is a missed opportunity. The promotional text is the only text field you can change per CPP, and it should reinforce the specific message your screenshots communicate.

3. Assigning Overlapping Keywords

When using the keyword assignment feature, don't assign the same keyword to multiple CPPs. Apple advises using distinct keywords for each page to maximize relevance. If two CPPs compete for the same term, Apple's system may not surface either effectively.

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

CPPs aren't a set-it-and-forget-it feature. Check your App Analytics regularly to see which pages convert and which don't. Pause or revise underperformers. The 47.57% average conversion rate in 2025^[1] means even well-made CPPs have room for optimization.

Pro Tips for Custom Product Pages in 2026

Maximize the Organic Search Update

The keyword-to-CPP assignment feature is still new, and most competitors haven't adopted it. This gives early movers a window of opportunity. Here's how to capitalize:

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.
Monitor which keywords Apple actually surfaces your CPP for by checking impressions in App Analytics.

Use Deep Links to Reduce Friction

On iOS 18+, you can set a deep link on each CPP that takes users directly to a specific screen inside your app after they download. If someone finds your CPP through a "meditation timer" keyword, deep link them straight to the meditation timer—not the app's home screen. This reduces the steps between discovery and value, improving retention.

Localize Aggressively

Each CPP can be localized for every market Apple supports. The U.S. led with 11,655 newly created CPPs in 2025^[7], but European and Asian markets are catching up fast. Localizing your CPP screenshots and promotional text for key markets can significantly improve conversion rates. If you're expanding internationally, our global launch guide covers the full localization workflow.

Align CPPs with Your Ad Creative

State of Survival's 33% conversion increase came from ensuring their CPP visuals matched their ad creative^[2]. When a user taps an ad showing RPG gameplay and lands on a CPP featuring RPG screenshots, the consistency builds trust. A mismatched experience—where the ad shows one thing and the product page shows another—kills conversions.

Leverage 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

Managing multiple CPPs across different localizations requires the right toolkit. Here are the tools we recommend based on our testing:

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: Creating unique screenshot sets for each CPP is the most time-consuming part of the process. The drag-and-drop screenshot editor supports all required device sizes and lets you batch-export without watermarks—useful when you're producing visuals for 10+ CPPs across multiple localizations.
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. The CPA improvements to $3.07 in 2025 make CPP-linked ads increasingly cost-effective^[1].

Conclusion

Custom product pages have evolved from a nice-to-have advertising feature into a core component of App Store optimization. The addition of organic keyword assignment, the doubled page limit, and deep link support make CPPs more powerful than ever heading into 2026. With plans starting free, you can begin optimizing your CPP screenshots and metadata today. With only about a third of top apps actively using them, the competitive advantage is still there for the taking.

Start with a few well-planned CPPs, design screenshots that match each audience's intent, assign your keywords strategically, and monitor performance closely. The data shows that the developers putting in this effort are seeing real results—lower acquisition costs, higher conversion rates, and more downloads from the same traffic.

iOS Marketing

App Store Custom Product Pages: A Complete Guide for 2026