What are Apple Custom Product Pages (CPP) and How to Use Them

If you are running paid campaigns or social promotions for your iOS app and still sending every visitor to the same App Store listing, you are leaving installs on the table. Apple Custom Product Pages let you build up to 35 different versions of your product page, each tailored to a specific audience, channel, or campaign. In this guide we break down what Apple Custom Product Pages are, how they work, how they differ from A/B testing, and the exact steps to set them up in App Store Connect so your marketing finally matches the message users see when they land on the App Store.

By the end of this article you will know how to plan, build, ship, and measure CPPs without wasting review cycles or budget. If you are new to App Store Optimization in general, start with our pillar guide on what ASO is in 2026 and then come back here.

What are Apple Custom Product Pages?

Apple Custom Product Pages (CPP) are alternate versions of your App Store product page that you can create inside App Store Connect. Each custom page can have its own screenshots, app preview videos, and promotional text, while the app name, subtitle, icon, description, and keywords stay the same as your default listing. Each variant gets its own unique URL that you point traffic to from ads, social posts, emails, influencers, or QR codes.

Apple introduced this feature with iOS 15 in December 2021, and it is now a standard part of any serious iOS marketing stack. You are allowed up to 35 active custom product pages per app, which is more than enough to cover most personas, ad creatives, and seasonal campaigns.

The key idea is simple: the right message to the right person. Instead of one generic page trying to please everyone, you build focused pages that speak directly to a specific use case, demographic, or campaign theme.

How Apple Custom Product Pages Differ from the Default Listing

Your default product page is the one users land on when they search the App Store, tap your app from a chart, or follow a generic share link. It needs to appeal to your broadest audience. A Custom Product Page, on the other hand, is reached only through its unique URL, so it can be hyper-targeted.

Here is what you can and cannot change inside a CPP:

• You can change: screenshots (all sizes), app preview videos, and the promotional text.
• You cannot change: app name, subtitle, icon, full description, keywords, category, price, or in-app purchase details.

This matters for two reasons. First, the parts you can change are exactly the visual assets that drive conversion, so CPP gives you leverage where it counts. Second, because the metadata stays consistent, your organic search ranking is not split or diluted. You keep one strong default page for ASO and add tactical variants for paid and social.

If you want inspiration for what to put in those variant screenshots, our roundup of App Store screenshot examples that convert shows patterns that work across categories.

Apple Custom Product Pages vs Product Page Optimization (PPO): Key Differences

People often confuse Custom Product Pages with Product Page Optimization. They are both Apple features and both involve alternate visuals, but they solve different problems. CPP is about targeting different audiences with different content. PPO is about testing which content converts best on your default page.

The two features are complementary. Many teams run PPO to find the strongest default listing and use CPP to build variants of that listing for paid channels. If you are unsure how testing actually works in practice, our walkthrough on screenshot A/B testing covers methodology and pitfalls.

Apple Custom Product Pages Use Cases by App Category

Almost every category benefits from CPP, but the highest-leverage use cases tend to fall into a few buckets. Below is a quick map of what to build first based on your app type.

You can also use CPP for localization-style campaigns, where you push a market-specific page to a specific country audience without touching your global default. If you are scaling internationally, our localization hub walks through the related decisions on languages, currencies, and screenshot translation.

How to Set Up Apple Custom Product Pages

Setting up a CPP is straightforward, but a few details trip up first-time users. Here is the full flow.

Step 1: Create the variant in App Store Connect

Sign in to App Store Connect, open your app, and go to the Custom Product Pages section under the General sidebar. Click the plus icon to add a new page. Give it a clear internal name like Runners-Q2-Meta so you can find it later among many variants. The internal name is never shown to users.

Step 2: Customize screenshots, video, and promotional text

Upload the screenshot set for every device size you support, including iPhone 6.7 inch, iPhone 6.5 inch, iPad Pro, and any others required. You can also replace the app preview video and the promotional text. Treat each variant like its own creative brief: the message, copy on the screenshots, and hero shot should align with the audience that will land on this page.

If you need fast, on-brand screenshot variants without rebuilding everything in design software, our free ASO tools can generate localized and audience-specific sets in minutes.

Step 3: Submit for review

Each Custom Product Page goes through App Review, just like the default listing. Review usually takes 24 to 48 hours, sometimes faster, sometimes longer around major iOS releases. You can submit a CPP independently of an app build, which means you can launch new variants without shipping new code. Apple's official documentation on this flow lives in the Apple Developer site.

Step 4: Get the unique URL

Once approved, your CPP is assigned a unique URL of the form https://apps.apple.com/app/idXXXXXXXX?ppid=YYYYYYYY, where the ppid parameter is what tells Apple to serve this specific variant. This URL is safe to share publicly. Visitors who do not have iOS 15 or later will see your default page, and the rest will see the custom variant.

Step 5: Drive targeted traffic

Now route the right audience to the right URL. Use the ppid link in:

• Apple Search Ads campaigns (you can attach a CPP directly to an ad group).
• Meta, TikTok, and Google ad creatives that match the variant theme.
• Influencer codes, newsletters, and partnership landing pages.
• QR codes on offline marketing or events.
• Push messages and emails segmented by user interest.

Tracking Performance of Custom Product Pages

Tracking is where CPP earns its keep. Inside App Store Connect, open App Analytics and look at the Sources panel, then drill into Custom Product Pages. For every variant you can see impressions, product page views, conversion rate, and downloads. Compare each CPP against your default page to know whether the targeting is working.

Some practices that pay off:

• Always compare conversion rate, not just total downloads. A CPP that gets less traffic but converts at twice the rate is a winner.
• Tag each ppid URL with UTM parameters in your ad platform so you can join data across MMP, ad network, and App Store Connect.
• Give each variant at least 1,000 to 2,000 page views before drawing conclusions, otherwise you are reading noise.
• Refresh creatives every quarter. Ad fatigue applies to product pages too.

Apple's full data model for this is documented in the App Store Connect API reference if you want to pull metrics into your own dashboard.

Common Mistakes with Apple Custom Product Pages

Here are the patterns we see hurt teams most often when they roll out CPP for the first time.

• Treating CPP like A/B testing. CPP does not split traffic for you. If you want statistical winners on the default page, use PPO instead.
• Building too many variants too fast. Start with three to five high-intent audiences. Thirty-five pages you cannot maintain is worse than five sharp ones.
• Forgetting localization. A CPP is per locale, just like the default page. If you serve multiple markets, plan translations from day one.
• Ignoring the first screenshot. Most users decide based on the first one or two screenshots. If those do not change between variants, you are barely customizing anything.
• Not aligning ad creative with the page. The hook in the ad and the hero shot on the CPP must match. Mismatched messaging tanks conversion.
• Skipping measurement. If you do not check App Analytics, you cannot tell which variants to keep or kill.

FAQ

How many Apple Custom Product Pages can I have per app?

You can have up to 35 active Custom Product Pages per app, in addition to your default product page. Each one needs to be submitted to App Review individually.

Do Apple Custom Product Pages affect my App Store ranking?

No. Custom Product Pages do not influence keyword ranking on the default App Store search results. Only your default listing's metadata, name, subtitle, and keywords feed into search ranking. CPPs only change what users see after they click your unique URL.

Can I use Custom Product Pages with Apple Search Ads?

Yes. You can attach any approved CPP to a specific Apple Search Ads ad group, so users who tap that ad see a tailored page instead of the default listing. This is one of the highest-ROI ways to use CPP.

Ready to Build Your First Custom Product Page?

Apple Custom Product Pages turn a single static listing into a flexible storefront that speaks to every audience in their own language. Map your top three customer personas, build one CPP per persona, point your strongest paid channel at each, and measure conversion in App Analytics. That is the entire playbook.

If you want help producing the screenshot sets that make each variant convert, create a free Shotlingo account and generate audience-specific screenshots in minutes instead of weeks.