Custom Product Pages (CPP)
Apple Custom Product Pages let you create up to 35 alternate App Store product pages with unique screenshots, videos, and promotional text. Each variant gets its own URL for paid campaigns.
Custom Product Pages (CPP) is an Apple feature launched with iOS 15 in December 2021. It lets developers publish up to 35 alternate versions of their App Store product page, each varying the screenshots, app preview videos, and promotional text, but not the app name, subtitle, icon, description, or keywords, which stay locked to the default page. Every variant gets its own deep link containing a unique ppid parameter (for example, apps.apple.com/app/id123?ppid=a1b2c3), which you drop into paid ads, emails, or partner links. Each CPP supports the same localizations as your default listing, so a single custom page can carry French, Arabic, and Japanese screenshot sets. CPPs must pass App Store review, and their traffic and conversion are reported separately in App Store Connect analytics.
Why It Matters
CPP lets you match the App Store landing experience to the ad that drove the tap, without touching your default listing. Message match is a proven conversion lever: when the screenshots echo the ad's promise and language, tap-through-to-install rates climb. For localization this is powerful. You can run an Arabic Meta campaign that lands on an Arabic, right-to-left screenshot set while your default page stays English. The 35-page ceiling means you can cover roughly ten campaign angles across several locales. Skipping CPP means paying for clicks that hit a generic page, which wastes ad spend and depresses your Apple Search Ads and Meta ROAS.
Example
A meditation app runs a Meta campaign targeting new parents. The ad promises "sleep meditations for exhausted parents," so it links to a CPP (apps.apple.com/app/id553...?ppid=a1b2) whose 1320×2868 hero screenshot reads "Get your baby (and yourself) back to sleep," localized for en-US, de-DE, and fr-FR. The default App Store page stays generic for organic search. Over the campaign, the parent CPP converts at 41% versus the default page's 29% on the same paid traffic. A 12-point lift that lowers effective cost-per-install by about 30%. The team reuses the remaining CPP slots for an "anxiety relief" angle and a corporate-wellness partner link.
Frequently Asked Questions
How is CPP different from PPO?
CPP targets specific audiences with different content via unique URLs. PPO A/B tests variants of your default page using random organic traffic splits. CPP is for paid campaigns, PPO is for organic optimization.
How many Custom Product Pages can I have?
Apple allows up to 35 active Custom Product Pages per app, in addition to your default product page.
Do CPPs affect organic search rankings?
No. CPPs only appear when users follow a unique CPP URL. They do not influence keyword rankings on the App Store search results.
Can I localize a Custom Product Page?
Yes. Each CPP supports the same set of localizations as your default product page, so one custom page can hold distinct screenshot sets for en-US, ja, ar, and any other storefront language you support. This is what makes CPP a natural fit for localized paid campaigns. The Arabic ad lands on Arabic, mirrored screenshots rather than your English default.
Do Custom Product Pages need App Store review?
Yes. The screenshots, preview videos, and promotional text on a CPP go through App Store review, just like your default page. You can create and submit them ahead of a campaign so the unique URLs are live before your ads launch. Promotional text can be updated without a full app submission, but new screenshots trigger review.
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