Custom Product Pages for App Store Growth

One default product page cannot serve every acquisition intent

Custom Product Pages are additional App Store pages built around a specific feature, audience, campaign, season, or content theme. Apple currently allows up to 70 per app, each with its own shareable URL.

A page can vary screenshots, previews, promotional text, and keywords. It can also use an approved deep link so supported users open the relevant destination after installing or opening the app.

Choose pages from real intent clusters

Create a page when the audience needs a different first-three-screen story or in-app destination—not merely because another page slot is available.

Build message continuity

1. Define the traffic source and search or campaign promise.
2. Open with the same completed outcome in screenshot one.
3. Demonstrate the relevant workflow in screenshots two and three.
4. Use promotional text for timely context, not unsupported claims.
5. Deep-link to the matching in-app destination when appropriate.
6. Measure conversion and downstream value for that page.

Keywords can route relevant search traffic

Apple currently lets teams assign approved app-version keywords to a Custom Product Page. When the page is approved, visible, and selected for a keyword, it can appear instead of the default page for that search. Apple recommends unique keyword sets for the most relevant page.

This makes keyword-to-creative alignment operational rather than theoretical. Research terms with the keyword research guide before assigning them.

Connect Apple Ads and external campaigns

Use the unique URL in social campaigns, creator partnerships, email, web landing pages, and Apple Ads variations. The landing page should preserve the promise made by the channel. Continue with the Apple Ads keyword strategy for campaign structure.

Measure value after the download

App Analytics reports impressions, product-page views, downloads, conversion, sales, and subscription performance by page. Apple says a page's analytics appear after at least five first-time downloads. Compare activation and monetization, not only page conversion.

Custom pages and product page tests solve different problems

Custom Product Pages personalize by traffic intent. Product Page Optimization randomizes treatments to learn which creative performs better on the default page. Use the Product Page Optimization guide when the question is which treatment wins rather than which audience should see a tailored page.

FAQ

How many Custom Product Pages can an app create?

Apple currently allows up to 70 Custom Product Pages per app.

Can Custom Product Pages appear in search?

Yes. Approved pages can be assigned eligible keywords so a relevant custom page appears for those searches.

Can a page deep-link into the app?

Yes. Apple supports approved Custom Product Page deep links for users on supported operating-system versions.

Are Custom Product Pages A/B tests?

No. They tailor the page to a known source or intent. Use Product Page Optimization for randomized treatment testing.