Custom product pages

What a custom product page can and cannot change

Setting one up

1. 1

   Create the page

   In App Store Connect, open your app, choose Custom Product Pages and create a new page with an internal name you will recognize in reporting.

2. 2

   Add the creative

   Upload the screenshot set and optional preview video for each required device size, and write the promotional text for this audience.

3. 3

   Submit for review

   Custom product pages go through review independently of an app build, so you are not blocked on a release.

4. 4

   Copy the URL

   Once approved, the page has a URL in the form of your normal App Store link with a ppid parameter identifying the page.

5. 5

   Point traffic at it

   Use that URL as the destination in paid campaigns, or attach the page to an Apple Search Ads ad group directly.

6. 6

   Read the numbers

   App Store Connect reports impressions, product page views, conversion and retention per custom product page.

Where CPPs earn their keep

• Paid UA message match: the store page continues the ad's promise instead of resetting it.
• Feature launches: a page built entirely around the new capability, linked from lifecycle email and social.
• Seasonal moments: a holiday or back-to-school page swapped in without touching your default listing.
• Partnerships and influencer links: a page that reflects the partner's audience and language.
• Persona testing: run distinct pages for two audience hypotheses before committing your default creative to either.

Worked example: four pages for four audiences

A fitness app served runners, lifters, yoga practitioners and general beginners with one product page written for the general beginner, because that was the largest group. Every paid campaign, every influencer link and every partnership landed there, including the campaigns whose entire creative argument was about barbell programming.

Four custom product pages fixed the mismatch without touching the default listing. Each opened on the audience its traffic had been promised — the lifting page leading with the programme builder, the yoga page with the session library — and each carried its own link so performance was attributable per audience rather than blended into one number.

Two findings came out of the split that no amount of analysis on the combined page could have produced. The yoga audience converted well below the others, which turned out to be a product gap rather than a listing problem, and the lifting page outperformed the default so decisively that the default listing's own first screenshot was eventually rewritten to borrow from it.

Where custom product pages are wasted

The mechanics are simple; the discipline is where teams lose the value:

• Creating pages that differ only cosmetically from the default, which produces no measurable lift.
• Building pages and then not routing any campaign to them.
• Letting pages go stale after the default listing is updated, so the variants describe an older app.
• Using them for audiences too small to reach a readable sample.
• Forgetting that the app name, icon and subtitle cannot change, and writing a page that depends on changing them.
• Not tying page creation to ad creative creation, which is how alignment decays within a quarter.