Reference library · Glossary
Custom product pages: extra App Store pages that now rank in search
Alternative versions of your product page for a specific audience, ad or feature — and, since October 2025, for specific searches.
Checked against Apple's custom product pages and product page optimization guides, App Store Connect Help, Apple Developer News (Oct 29, 2025), Apple Ads Help, AppTweak, and 18 app homepages, on Oct 9, 2026.
Definition
- Custom product pages
- Custom product pages are up to 70 extra versions of an App Store product page, each with its own screenshots, previews, promotional text and keywords, reached through a unique URL or, since October 2025, through App Store search.
Also called: CPP · App Store custom product pages
The short answer
A custom product page is an alternative version of your App Store page with different screenshots, app previews, promotional text and keywords, and its own URL. You can publish up to 70. Send ad or web traffic to the page that matches its intent, and assign keywords so the page appears in search for them. Each page needs App Review approval.
- Pages allowed
- 70
- Doubled from 35 on Oct 29, 2025
- Keywords in search
- Yes
- From your approved keyword field
- App Review
- Required
- Can be submitted without an app update
- Apple's conversion figure
- +156%
- Vs a 1.6% default page average
01What a custom product page is
Publish additional versions of your App Store product page, each of which highlights a feature or specific content from your app and has a unique URL to share.
| Element | Can vary? | Note |
|---|---|---|
| Screenshots and app previews | Yes | The main reason to make one |
| Promotional text | Yes | Up to 170 characters, per localization |
| Keywords | Yes | Chosen from your latest approved keyword field |
| Deep link | Yes | Opens a specific place in the app (iOS 18 and later) |
| App name, subtitle, icon | Not listed by Apple | Apple's documentation names only the elements above |
People see a custom page only when they follow its link or, if you add keywords, when they search those keywords. Everyone else sees your default page. The link is your normal App Store URL with a product page ID added — on live links it appears as a ppid parameter — and Apple says editing an approved page doesn't change its URL. Custom pages work on iOS and iPadOS 15 and later.
According to ASOitis's check of 18 subscription apps' homepages on October 9, 2026, eight linked to the App Store in their page HTML and only one — Cal AI — sent visitors to a custom product page; the other seven pointed web traffic at the default page, despite Apple reporting a 156% higher conversion rate for custom product pages.
02Keywords: custom pages in App Store search
On October 29, 2025 Apple doubled the limit to 70 pages and let you assign keywords to each one, so that “custom product pages with keywords assigned to them can appear in search results for those selected keywords instead of your default product page.” The rules, from App Store Connect Help:
- Keywords come “from your latest approved app version” — a custom page can't rank for words that aren't in your main keywords field.
- You can assign them any time, but “the custom product page is searchable only after it's approved and set to visible.”
- Apple recommends “a unique set of keywords for each page”, and its guide asks that “each keyword combination is unique to a single product page.”
That turns your keyword field into a routing table. A photo-calorie app could keep its default page for “calorie tracker” and give “barcode scanner” searchers a page whose first screenshot is the scanner.
03Why they convert better
Apple's own figure: “Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages.” AppTweak's 2025 benchmark found smaller lifts — 5.9% for apps and 3.5% for games — and warns that comparisons with the default page don't account for traffic quality. Either way, a page that matches why someone tapped tends to convert better than a generic one.
Few apps use them fully. AppTweak found that 61% of the top 1,000 US apps and 74% of the top 1,000 games had no Apple Ads campaign using a custom product page in 2025. We checked 18 subscription apps' homepages on October 9, 2026: eight had App Store links in their HTML, and only Cal AI linked to a custom product page. That's a narrow check — homepage HTML only, not ads or smart banners — but it suggests web traffic is the most overlooked place to use one.
04Custom product pages vs product page optimization
| Custom product pages | Product page optimization | |
|---|---|---|
| Purpose | Match a page to a specific audience, ad or search | A/B test your default page |
| Who sees it | People who follow its link or search its keywords | A random share of default-page visitors |
| How many | Up to 70 published | One test at a time, up to three treatments |
| What changes | Screenshots, previews, promotional text, keywords, deep link | Icons, screenshots and previews |
| Duration | No expiry | Up to 90 days |
05How an indie app should use them
Start with your biggest traffic source
A creator video, an Apple Ads ad group, or your website. Make one page whose first screenshot matches what that traffic was promised.
Point the link at it
Use the page's URL in your website buttons and bio links; in Apple Ads, create an ad variation from it.
Add keywords for a distinct intent
Pick a feature-led search your default page doesn't answer well, and assign only those keywords.
Add a deep link
Send people who tap Open straight to the feature the page showed.
Read the numbers
App Analytics shows impressions, downloads and conversion per page once it has at least five first-time downloads.
Frequently asked questions
How many custom product pages can I create?
Up to 70 published at a time for iPhone and iPad, since Apple doubled the limit from 35 on October 29, 2025.
Can custom product pages rank in App Store search?
Yes. You can assign keywords from your latest approved version to a custom product page, and once it's approved and set to visible it can appear in search for those keywords instead of your default page.
Do custom product pages need App Review?
Yes. Custom product pages and their metadata, including deep links, must be approved before people can see them, but you can submit them independently of an app update.
What's the difference between custom product pages and product page optimization?
Custom product pages are alternative pages for specific links or searches. Product page optimization A/B tests your default page with up to three treatments, shown to a random share of visitors for up to 90 days.
Do custom product pages improve conversion?
Apple reports a 2.5 percentage point average increase — 156% over the 1.6% default page average — when referring people to a custom product page. Independent benchmarks show smaller lifts.
Where to go next
Sources
- Custom product pages — Apple Developer
- Configure multiple product page versions — App Store Connect Help
- Enhancements to help you submit and market your apps and games (Oct 29, 2025) — Apple Developer News
- Product page optimization — Apple Developer
- Create ad variations — Apple Ads Help
- The 2026 CPP Framework — AppTweak
Published Oct 10, 2026 · last checked Oct 10, 2026. Found something out of date? Tell us and we'll fix it within a day. Machine-readable version: /glossary/custom-product-pages.md