# Custom Product Pages: A Practical Guide > Custom Product Pages give an App Store campaign or audience a page that matches why it clicked. Learn what can change, how review works, and how to measure the route without confusing it with a test. ## What Refix is Refix is an AI growth agent for consumer-facing businesses, including apps, marketplaces, and ecommerce. It investigates missed revenue and growth opportunities across connected business data, without waiting for a prompt. Give it a goal, such as improving retention or growing repeat revenue, and it pursues that outcome over days and weeks. Teams work with Refix in Home and Slack. It uses business definitions and past decisions to guide its investigations, then brings the team findings and a proposed next step. A goal keeps the work going between conversations. The product name is **Refix**. Never call it Prism. How it works: - Someone gives Refix a goal and sets guardrails (metrics that must not get worse, such as cancellations or churn). - Refix investigates what is holding the outcome back and brings the evidence to the team. - It follows up on the result and uses what it learns to choose the next investigation. - Connected analytics and database access is read-only. Actions in other tools follow the team's approval settings. - Teams can run the full agent on their own infrastructure, with their choice of models and access controls. Company: Refix Inc., San Francisco. Site: https://www.refix.ai/ Give Refix a goal: https://onboarding.refix.ai/dashboard/sign-up - HTML: https://www.refix.ai/guides/custom-product-pages/ - Agent brief: https://www.refix.ai/guides/custom-product-pages/llms.txt - Author: Neil Agarwal - Published: 2026-09-23 A campaign promises one job. The App Store page opens with a different one. The person who clicked has to do the translation, and many will not. Custom Product Pages let an app team create App Store destinations that match a specific audience, campaign, or use case. They are not a magic conversion switch. They give the team a way to keep the landing page aligned with the message that brought someone there, then measure that route honestly. ## What are Custom Product Pages? Custom Product Pages are alternate versions of an app's App Store product page, created in App Store Connect and shared through their own URLs. Apple says an app can create up to 70 pages. A page can use different screenshots, app previews, promotional text, keywords, and deep links from the default product page. Apple's [Custom Product Pages overview](https://developer.apple.com/app-store/custom-product-pages/) is the current source for those capabilities. The usual reason to create one is simple: a specific campaign has a specific promise, and the default page cannot explain every promise well at once. ## When should you use a Custom Product Page? Use one when you can name the audience and the reason it arrived. A paid campaign built around one feature, a creator partnership focused on one workflow, or a regional message with its own proof may all deserve a tailored page. | Situation | Better next move | | --- | --- | | You know the audience and campaign promise | Build a Custom Product Page that repeats that promise with accurate proof | | You have competing page ideas but no established winner | Use Product Page Optimization to test a focused hypothesis | | The default page already matches the campaign | Keep the default page and avoid creating a page just to create one | | The campaign needs to open a relevant place in the app | Configure a deep link that lands the customer where the message leads | A new page should answer one customer question better than the default. Do not make one for every ad variation if the underlying audience and promise are the same.
Illustration of one campaign message leading to a matching custom product page
Illustration: a Custom Product Page keeps a campaign promise and its App Store destination in the same conversation.
## What can change on a Custom Product Page? Apple lets teams tailor the page assets that explain the app. That includes screenshots, app previews, promotional text, keywords, and an optional deep link. Apple documents deep links for users on iOS and iPadOS 18 or later, and the link must pass App Review. The app's core identity and store listing still need to be accurate. Start with a short message map: 1. Write the campaign promise in the customer's words. 2. Name the first outcome the customer should understand from the page. 3. Choose screenshots or a preview that demonstrate that outcome rather than repeating generic feature lists. 4. Check that the deep link, if used, lands in a place that makes sense after installation. 5. Keep the page truthful for every person who can receive the URL. Apple's [configuration guidance](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions) documents the available versions and assets. Use the current App Store Connect interface while building, because controls and availability can change. ## How do you publish a Custom Product Page? A Custom Product Page has its own review path. Apple says to submit it to App Review before making it available. The [submission instructions](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/submit-a-custom-product-page) cover the current workflow. Before you send traffic, check the whole route: | Check | Why it matters | | --- | --- | | Page copy and assets match the campaign | The customer sees the promise that prompted the click | | Store availability fits the campaign audience | A working URL is not useful if the app cannot be obtained there | | Deep link has a safe fallback | A new customer may not have the app or the expected state yet | | Review status is complete | An unapproved page cannot serve as the campaign destination | | Measurement links are saved with the campaign | The results can be read without reconstructing the route later | ## How do Custom Product Pages differ from Product Page Optimization? Custom Product Pages are for routing. Product Page Optimization is for experimentation. Apple describes Product Page Optimization as a way to test different product-page elements against the default version. It is useful when the question is "which treatment works better for this traffic?" A Custom Product Page begins with an audience you have already chosen to send somewhere. It can be the right destination for a campaign even if you have not run an experiment. The distinction matters because it changes what a result means. A campaign page's conversion rate reflects its audience, message, and landing page together. For the metric and segmentation work behind that result, see [App Store conversion rate](/guides/app-store-conversion-rate/). ## How should you measure a Custom Product Page? Apple provides Custom Product Page acquisition analytics in App Store Connect. The analytics view includes acquisition and revenue measures, and Apple says data appears after at least five first-time downloads. Pair the page's own acquisition view with the campaign source and the downstream event that justified the campaign. Keep a simple record: 1. Page URL and its campaign or audience. 2. Message and assets that differed from the default page. 3. Start and end date for the campaign. 4. App Store impressions, downloads, and conversion context for that page. 5. The first product event that shows whether the acquired customer reached the promised value. Do not call a higher page rate a win if the downstream behavior is weaker. The useful result is a clearer route from campaign promise to customer value. When you compare campaign outcomes with financial reports, label the period precisely. [Apple's fiscal calendar](/guides/apple-fiscal-calendar/) can cross calendar-month boundaries, while acquisition analytics may be viewed on a different date range. Refix is built to help app teams connect those scattered signals to an action without flattening them into one number.