App Store Connect Guidelines for App Developers and…
App Store Connect is the platform that lets you upload your app and manage all updates, including metadata, revenue details, […]
Published Sep 8, 2026
14 min
App Store Custom Product Pages (CPPs) are an alternate app store listing where we can showcase specific features, app screenshots, promotional text, and preview videos to target different user segments of a single app.
They allow developers to match user interests with the copy they see in your app, increasing the likelihood they will download it.
However, Apple App Store Connect allows you to create up to 70 custom product pages, which makes it difficult to determine which elements to change and how to change them to increase app downloads.
To help you with App Store product page optimization, we will cover how to properly use App Store custom product pages, how to set them up, and how AppLaunchpad helps you create custom product pages quickly.
App Store Custom Product Pages are a feature in App Store Connect that app developers can use to create alternate app store listings for their app. For example, an app has 5-6 features, and app developers can create separate product pages highlighting specific features for different audiences.
However, for a long time, Custom Product Pages were available only through Apple Search Ads. In July 2025, Apple finally released Organic App Store Custom Product pages for app developers. Using this feature, users can now assign different keywords to different custom product pages.
And if your app ranks for those keywords, your custom product page is shown in search results instead of your default app store page.
Before understanding how custom product pages increase app downloads, let’s look at a few key features of App Store custom product pages.
Let’s look at when exactly you can use Apple custom product pages:
Custom Product Pages aren’t just for Apple Search Ads. They can support everything from audience segmentation to feature launches and seasonal promotions. Here are a few different use cases of App Store custom product pages.
The biggest use case of Apple custom product pages is that it helps boost conversion rates across different groups of app users.
For example, you have a language learning app. Instead of showing the same product page to every user, you can customize the copy to appeal to different audiences looking to learn different languages, increasing the likelihood they will download your app.
Taking the example of the language learning app, with the help of custom product pages, you can create a separate page for people who want to learn Japanese or Spanish, by localizing the language of the app screenshots and preview videos, ensuring they rank for relevant keywords and attract high-intent users.
Since each App Store Custom Product Page has a unique URL, you can use it in your ad campaigns to direct users to the most relevant App Store listing. Matching your ad creatives with your product page creates a more consistent experience, which can improve conversion rates.
If you are running influencer campaigns for your app, you can create separate custom product pages for each influencer. This ensures the messaging and features promoted in their content match what users see on the App Store, creating a more consistent experience that can improve conversions.
In June 2025, Apple introduced a bunch of new features to its Custom Product Pages. Let’s have a look at what’s new.
Earlier, you could create only 35 custom product pages, but with the new update, you can add up to 70. This allows you to create localized custom product pages targeting various events, seasonal promotions, or user personas. You can also customize these elements independently.
Earlier custom product pages were limited only to Apple ads with no organic visibility, but with this new App Store Optimization update, you can now add separate keywords to the keyword field of different custom product pages. So, when a user searches for that assigned keyword, Apple may display your relevant CPP instead of your default page.
This was another major update to the App Store custom product pages, allowing you to add links to a specific page in your app rather than the usual homescreen.
So, when a user downloads the app expecting a certain feature, they are taken directly to that feature without having to go through the usual onboarding process. This reduces the likelihood that people will uninstall the app after downloading it.
You can now create Custom Product Pages for apps that are available for pre-order. This allows you to highlight different app features or use cases for different audiences before your app launches, while keeping your default App Store listing unchanged.
Apple has also rolled out many new metrics in App Store Connect to help you track performance. You can now analyze the following.
| Custom Product Page Element | What You Can Customize | Why It Matters |
| Screenshots | Display different screenshot sets that highlight specific features or use cases. | Helps match user intent and improve conversion rates. |
| App Preview Videos | Add unique preview videos tailored to different audiences or campaigns. | Demonstrates relevant features and increases engagement. |
| Promotional Text | Write campaign-specific promotional messages (up to 170 characters). | Reinforces the value proposition without requiring app review for updates. |
| Product Page URL | Generate a unique URL for each Custom Product Page. | Enables targeted marketing campaigns and performance tracking. |
| Feature Highlights | Showcase different app features or benefits across multiple pages. | Appeals to distinct user segments with personalized messaging. |
| Seasonal or Campaign Creatives | Update visuals and messaging for launches, holidays, or special promotions. | Keeps marketing campaigns timely and relevant. |
Now that we know what App Store custom product pages are, let’s look at how to set them up.
Step 1: Open App Store Connect
To use custom product pages, you need to have a valid Apple Developer account. If you already have one, you can log in to App Store Connect to get started.
Step 2: Navigate to custom product pages
In App Store Connect, you will find the option of Custom Product Pages in the features section on the left-hand side. Click on it to get started.
Step 3: Create a new page
You will be automatically redirected to the CPP page, where you can start creating a custom product page by giving it a reference name and selecting if you want to start from scratch or use your previous template.
Step 4: Change your App Store assets
Once you make a selection, you will be able to update your screenshots, app preview videos, or promotional text to match your campaign or audience.
Step 5: Assign keywords
While optional, assigning audience-specific keywords can strengthen your App Store product page optimization by helping your Custom Product Page appear for more relevant searches.
Step 6: Add a deep link
This is also optional, but it significantly boosts your conversion rate. You can add a deep link so users are directed to the most relevant content within your app after installing
Step 7: Localize as needed
Localizing your product page is an important part of App Store Connect product page optimization, as language-specific creatives and messaging help you better connect with local audiences.
Step 8: Submit for review
Once you have properly optimized your custom product page, you can submit it for review by the Apple team.
Step 9: Monitor performance
Once your product page goes live, you can track metrics such as views, downloads, conversion rate, and retention to measure performance and ensure proper App Store product page optimization.
App Store custom product pages and Apple Ads always go hand in hand, as they were primarily designed for Apple Ads. Let’s look at how to set up Custom Product pages for Apple Ads.
Step 1: Open Apple Ads
Sign in to your Apple Ads account and choose the app you want to promote.
Step 2: Create a new campaign
Select a campaign objective and set up the targeting, budget, and bids of your campaign.
Step 3: Select your App Store custom product page
In the ad group settings, choose the approved Custom Product Page from the Product Page dropdown instead of the default App Store product page.
Step 4: Match to relevant audience segments
Match each Custom Product Page to keywords or audiences that align with its messaging.
Step 5: Launch your campaign
Review your campaign settings and start running your ads.
Step 6: Track campaign performance
Monitor metrics like impressions, tap-through rate (TTR), conversion rate (CR), installs, and cost per acquisition (CPA) to evaluate how each Custom Product Page performs.
Step 7: Optimize and Test
For effective App Store product page optimization, test multiple Custom Product Pages with unique screenshots, app previews, and promotional messaging to determine which version delivers the best conversion rates.
Apple custom product pages give you the option to create up to 70 custom app store pages. So, you’ll need 70 variations of your app store screenshots, each highlighting different features while maintaining consistent branding and store compliance.
Creating them manually can take weeks or even months, that’s where AppLaunchpad comes in. Since AppLaunchpad is a dedicated app store screenshot generator, you can create app store screenshots pretty easily using its ready-made store-compliant templates, an easy-to-use editor, and an app store inspiration library, so you don’t need to start from scratch.
Not only that, you can create localized app store screenshots with the help of AppLaunchpad in just a single click. Apart from screenshot creation, AppLaunchpad also offers a robust ASO tool that helps you find the right keywords to include in your keyword field and marketing copy for optimal App Store Connect product page optimization.
Creating custom product pages is not a one-time process. You need to actively monitor these metrics to understand if your App Store product page optimization is yielding results or not.
You can create a Custom Product Page in App Store Connect by selecting your app, customizing its assets, and submitting it for review.
A Custom Product Page is an alternate App Store listing with customized screenshots, videos, and promotional text for specific audiences.
App Store custom product pages show users content that matches their interests and search intent, increasing the chances of them resonating with the app and downloading it.
App Store product page optimization helps improve visibility and conversions by aligning your screenshots, keywords, promotional text, and messaging with user search intent.
Yes, iOS Custom Product Pages let you create personalized experiences for different user segments by allowing you to target different keywords for each custom product page.
You should prioritize metrics like product page views, conversion rate, downloads, and retention for effective App Store Connect product page optimization.
Yes, you can update App Store Connect custom product pages after publishing, but changes must be approved through App Review.
You should use an Apple Custom Product Page when promoting different features, seasonal campaigns, or audience segments, allowing you to deliver a more relevant App Store experience for each group.
