Apple Custom Product Pages (CPPs) are additional App Store product-page versions with their own URL and tailored screenshots, previews, and promotional text. Apple currently supports up to 70 pages, and approved CPPs can be connected to campaigns or made relevant to search with assigned keywords. Use them when audiences need meaningfully different proof—not as dozens of cosmetic duplicates.
Custom product pages and related store tools compared
| What it is | How many | How people reach it | |
|---|---|---|---|
| Custom product pages (App Store) | Alternate product pages with their own screenshots, previews and promotional text | Up to 70 per app | Unique URL from ads or links, Apple Search Ads ad variations, or assigned keywords in search |
| Product page optimization (App Store) | A/B test of the default page's icon, screenshots and previews | Up to 3 treatments against the original | Random share of App Store visitors |
| Custom store listings (Google Play) | Alternate listings for a country, audience or campaign | Up to 50 per app | Targeted by country, pre-registration status, Google Ads campaigns or unique URL |
| Store listing experiments (Google Play) | A/B test of listing graphics and text | Up to 3 variants against the current listing | Random share of Google Play visitors |
Verdict: Use custom pages when an audience needs different proof, and use the testing tools to improve the default page that most visitors see.
Choose segments that deserve a page
Start with high-value differences in job, feature, genre, season, market, or campaign promise. A sports app might separate live scores, fantasy, and a major tournament; a finance app might separate budgeting, credit, and investing. Each page should resolve a distinct expectation.
Rank concepts by audience size, value, message distance from the default page, production cost, and ability to measure. If only a headline changes, the default page may already be enough.
Preserve message continuity
The ad, link, or search intent should flow directly into the first screenshot and the app experience. Tailor the creative order and examples while preserving truthful brand and product claims. Deep links can shorten the journey where supported and reviewed.
Apple says CPPs can include different screenshots, previews, promotional text, and keywords, and must be approved before visibility. Build review lead time into launches and keep a page-to-campaign governance sheet.
Measure the highest-value page
App Store Connect Analytics can report product-page views, downloads, conversion, subscriptions, and sales by CPP, with territory, source, and device dimensions. Apple notes data begins after at least five first-time downloads.
Compare incremental conversion and downstream value, not only the highest rate. A narrower page may convert fewer visitors but acquire users with stronger retention or subscription performance.
Action plan
- Segment by genuine intent differences
- Map source promise to first-screen proof
- Plan review time and page ownership
- Use unique, descriptive internal names
- Measure downstream value by page
- Retire pages that no longer serve demand
Metrics to monitor
- Views, downloads, and conversion by CPP
- Subscription and sales performance
- Performance by source and territory
- Activation and retention by page
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
How many custom product pages can an app create?
Apple currently states that an app can publish up to 70 additional custom product pages.
Can custom product pages appear in App Store search?
Yes. Apple allows approved pages to be made visible for assigned keywords, subject to current configuration and availability.
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Platform capabilities and limits can change. Verify current requirements in these official resources:
