Custom product pages are extra versions of your App Store listing, each with its own screenshots, app preview videos and promotional text, and each with its own URL you can send ad or campaign traffic to.
Apple lets you publish up to 70 of them per app, and it reports that sending people to a custom product page raised conversion by an average of 2.5 percentage points over the 1.6% average on default pages.
That is Apple's own number, so treat it as a ceiling to check against your own data, not a promise.
This guide covers what custom product pages (CPPs) are, how Google Play's custom store listings compare, how to set one up, how to wire them into Apple Ads and other campaigns, what measured results exist, and how CPPs differ from product page optimization.
What custom product pages are (and Google Play's custom store listings)
Your default product page has to speak to everyone.
A CPP lets you build a page for one audience or one promise, such as a single feature, a season, or the exact message in an ad.
On the App Store, a CPP can change screenshots, app previews and promotional text, each localized.
Your app name, subtitle, icon and description stay the same as the default page.
People only see a CPP if they follow its link or, once you assign keywords to it, if it is shown for those keywords in search. Everyone else sees your default page.
Google Play custom store listings
Google Play has a broader version called custom store listings.
You can create up to 50, and each can change your app's name, icon, descriptions and graphic assets.
Contact details, privacy policy and category stay shared.
The bigger difference is targeting. Play can show a custom listing based on country or region, pre-registration, past purchase behavior, churned or lapsed users, Google Ads traffic, search keywords, custom audiences, or a unique URL.
A country can only be targeted by one custom listing at a time, and custom listings are not translated automatically.
| App Store custom product pages | Google Play custom store listings | |
|---|---|---|
| How many | Up to 70 per app | Up to 50 |
| What you can change | Screenshots, app previews, promotional text, keywords, deep link | App name, icon, descriptions, graphics |
| Who sees it | People who follow the page URL, or search assigned keywords | Targeted by country, user state, ads traffic, keywords, audiences or URL |
| Testing | No built-in A/B test; compare pages in App Analytics | Store listing experiments can run on custom listings |
Setup in App Store Connect
You need an app with Ready for Distribution status in at least one country or region, and the Account Holder, Admin, App Manager or Marketing role.
CPPs work on iOS 15 and iPadOS 15 or later.
- In App Store Connect, open your app and click Custom Product Pages in the sidebar, then Create Custom Product Page.
- Enter a reference name. Only you see it, and it is how the page shows up in App Analytics, so name it after the audience or campaign (for example "US - budgeting ad set - Q4").
- Start from a blank page or copy an existing version. Copying brings over the primary localization only.
- Add screenshots, app previews and promotional text for each localization you want. You can pull approved assets from the Asset Library.
- Optionally assign keywords and an app deep link (more on both below).
- Click Add for Review, then Submit to App Review. A CPP must be approved before anyone can see it, but it can be reviewed independently of an app update.
Once approved, the page gets a unique URL: your default App Store URL plus a product page ID parameter.
To edit a live page, create a new version; the URL stays the same, so links in running campaigns keep working.
Disabling or deleting a page sends visitors back to your default page.
Keywords and deep links
You can assign keywords from your latest approved app version, and Apple asks for a unique set of keywords for each page so it can pick the most relevant one for a search.
This is how a CPP can show up in organic search, not just paid traffic.
Deep links send people who install from a CPP to a specific place in the app, on iOS 18 and iPadOS 18 or later.
Universal links and custom URLs both work. Apple advises against URL shorteners and redirects.
What to put on each page
Screenshots carry most of the weight, because the name, subtitle and icon don't change.
Build the first two or three frames around the single promise the traffic was sold on.
Our screenshot guide and preview video guide cover the general patterns.
Common page ideas:
- One feature per page: a photo editor with separate pages for background removal, portraits and product shots.
- One audience per page: beginners vs experienced users, students vs teams.
- Seasonal pages: New Year fitness goals, tax season, back to school. Swap them in without an app release.
- Ad creative match: a page that repeats the hook, visual style and wording of a specific ad set.
- Market-specific pages: local imagery, local proof, local pricing claims where accurate.
Linking CPPs to Apple Ads and paid campaigns
Apple's ad business was called Apple Search Ads until Apple renamed it Apple Ads in April 2025.
Older guides to "Apple Search Ads custom product pages" describe the same product.
In Apple Ads, custom product pages work in different ways by placement.
For search results ads, you can build ad variations from your CPPs, so each ad group sends a keyword theme to a matching page.
Ad variations based on CPPs are supported for search results only.
Today tab and Search tab ads can use a CPP as the tap destination; Today tab ads also animate that page's assets behind the ad.
A practical setup for search results campaigns:
- Group keywords into themes that match a page, such as "budget planner" terms vs "bill tracker" terms.
- Create one ad group per theme and set its ad variation to the matching CPP.
- Add a deep link on the CPP that opens the matching feature after install. Apple's own advice is to connect the page content with your keyword theme and add a deep link to the relevant place in the app.
- Compare tap-through rate, conversion rate and cost per install against the default ad in the same campaign.
For other channels, the CPP URL is the mechanism: use it as the destination in social posts, email, influencer links, QR codes or ad networks that let you set a custom App Store URL.
Support differs by ad network and changes over time, so check each network's current docs before planning around it.
Google Play and Google Ads
On Play, you don't swap URLs per ad.
Instead, you can target a custom store listing at Google Ads traffic, or give it a unique listing URL parameter for other campaigns.
Measured results: what the data shows
Most published CPP results come from Apple, so read them as vendor-reported.
Apple's case studies for ad variations built on custom product pages include:
- HelloFresh: 42% higher tap-through rate, 9% higher conversion rate and 24% lower cost per install for ad variations than the default ad.
- Facetune: 45% higher tap-through rate, 8% higher conversion rate and a 15% lower cost per install than the default ad, plus a 50% increase in Apple Ads downloads since running CPPs.
- Norton 360: 27% higher revenue, 30% higher return on ad spend and 10% lower cost per trial for ad variations than the default ad.
Two cautions. First, these are selected successes published by the platform that sells the ads.
Second, a CPP compared against a default page is often also a better-targeted ad group, so the lift mixes page and targeting.
Our database doesn't yet hold an independent CPP A/B test; the store listing tests hub will collect them as they're published.
What it does hold are in-app tests of the same idea: matching what people see to why they came.
Those suggest that the message match should not stop at the store page.
- JourneyStamp showed paywalls matched to the user's context and reported a +50% conversion rate (7.3% overall), a bundled change reported in a Superwall case study (vendor-reported).
- Flirt AI picked paywalls by demographic and reported +83% MRR in 30 days and +20% trial-to-paid, also bundled and vendor-reported by Superwall.
- Daily Horoscope localized paywalls by country and saw a +183% trial start rate (bundled, vendor-reported by Superwall). That is the in-app twin of a market-specific CPP.
- Photoroom localized its upsell paywalls and saw +50% upsell screen conversion, per a RevenueCat customer story.
- Teaching.com moved onboarding to the web before download and saw about +50% conversion to trial and about +30% conversion to paid. That shows how much the pre-install path can shape what happens after it.
The practical takeaway: if a CPP promises background removal, the deep link should open background removal, and the onboarding and paywall should talk about it too.
A CPP that converts store visitors but drops them into a generic first session can lift installs while doing little for subscribers.
How to measure your own CPPs
App Analytics reports impressions, downloads and redownloads, conversion rate, retention and average proceeds per paying user for each CPP, compared with your default page.
Metrics appear after a page has at least five first-time downloads.
Look past install conversion. Compare retention and proceeds per paying user too, since a page can win installs from people less likely to pay.
Also remember that CPP traffic and default-page traffic come from different sources, so comparing a CPP with the default page is not a controlled test.
For a clean read, compare two CPPs on the same traffic source, or split an ad group.
Our app store conversion rate benchmarks give rough context.
Custom product pages vs product page optimization
They solve different problems. CPPs target different audiences with different pages.
Product page optimization (PPO) runs an A/B test on your default page to find one better version for everyone.
| Custom product pages | Product page optimization | |
|---|---|---|
| Goal | A matching page for each audience or campaign | A better default page for all visitors |
| Traffic | People you send via the page URL or assigned keywords | A random share of default-page visitors |
| Versions | Up to 70 pages, live at once | Up to 3 treatments vs the original |
| What changes | Screenshots, previews, promotional text | Icon, screenshots, previews |
| Duration | As long as you like | Up to 90 days |
| Result | Per-page analytics, not a controlled test | Conversion results with confidence levels |
PPO details come from Apple's PPO page: tests run for up to 90 days or until you stop them, alternate icons must ship in your app binary, a test can't be changed once started, and Apple suggests waiting for at least 90% confidence before applying a winner.
See our guide to statistical significance for why that threshold matters.
A sensible order: use PPO to find strong screenshots and preview videos for the default page, then reuse the winning patterns as the base for CPPs.
On Google Play, you can go further and run store listing experiments on custom store listings directly, with up to two variants against the current listing.
For the wider picture, see our ASO guide and the ASO checklist.