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TL;DR
- Custom Product Pages let an app tailor its App Store page for a campaign or audience.
- Apple allows up to 70 Custom Product Pages per app.
- Screenshots, app previews, promotional text, keywords, and deep links can vary by page.
- Each page is submitted to App Review before it can be used.
- Custom Product Pages route a known audience, while Product Page Optimization tests alternate treatments.
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 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.
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:
- Write the campaign promise in the customer’s words.
- Name the first outcome the customer should understand from the page.
- Choose screenshots or a preview that demonstrate that outcome rather than repeating generic feature lists.
- Check that the deep link, if used, lands in a place that makes sense after installation.
- Keep the page truthful for every person who can receive the URL.
Apple’s configuration guidance 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 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.
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:
- Page URL and its campaign or audience.
- Message and assets that differed from the default page.
- Start and end date for the campaign.
- App Store impressions, downloads, and conversion context for that page.
- 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 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.
FAQ
- What are Custom Product Pages?
- Custom Product Pages are alternate App Store product pages that an app can create in App Store Connect for a particular audience or campaign. They have shareable URLs and can use tailored page assets.
- How many Custom Product Pages can an app have?
- Apple says an app can create up to 70 Custom Product Pages.
- Do Custom Product Pages need App Review?
- Yes. Apple requires a Custom Product Page to be submitted to App Review before it can be made available.
- Are Custom Product Pages the same as Product Page Optimization?
- No. A Custom Product Page is a tailored destination for a chosen audience or campaign. Product Page Optimization is Apple’s experimentation tool for testing alternate product-page treatments.
