Apple Custom Product Pages: The Complete 2026 Guide

Short answer: Apple Custom Product Pages (CPPs) are up to 70 extra versions of your App Store product page, each with its own screenshots, app previews, promotional text and, since October 2025, its own keywords. People reach a CPP through its unique URL, through Apple Ads, or through organic App Store search for the keywords you assign to it. CPPs are not A/B tests. Each page gets a different audience, so comparing a CPP with your default page is observational. To test creative on randomly split traffic, use Product Page Optimization (PPO) on your default page.

What Custom Product Pages are in 2026

A Custom Product Page is an alternative version of your App Store product page, built in App Store Connect. Apple lets you publish up to 70 of them per app on top of your default page, and each one can be localized.

In October 2025 Apple raised the limit to 70 pages and added keywords. A CPP with keywords assigned can appear in search results for those keywords instead of your default page. That turned CPPs from a paid media tool into an ASO tool. The details that matter when you plan:

• What you can change: screenshots, app previews, promotional text, keywords and an optional deep link. Your app name, subtitle and icon are not on Apple’s list, so they stay the same as on your default page.
• Where keywords come from: Apple only lets you assign keywords from your latest approved app version, so a keyword must already be in your metadata.
• One page per keyword combination: Apple asks that keywords match the page’s intent and that each keyword combination is unique to a single product page.
• Review: every CPP must be approved by App Review before anyone sees it, but it does not need a new app version.
• Deep links: a CPP can open a specific screen in your app for people on iOS 18 and iPadOS 18 or later.

Apple’s headline number: developers see a 2.5 percentage point increase in conversion rate on average when they refer people to a CPP, a 156% increase over the 1.6% average on default product pages. Treat that as a reason to build CPPs, not a forecast. It is an average across developers, and it describes people who were sent to a page built for them.

Custom Product Pages vs Product Page Optimization

Apple gives you two ways to vary your product page. Product Page Optimization asks which version of your default page converts best. CPPs ask which page a given audience, keyword or campaign should see.

One more rule ties them together: PPO tests are not available for custom product pages. You cannot run a native A/B test on a CPP. You can only compare it over time or against other pages.

Why a CPP is not an A/B test

An A/B test shows two versions to comparable people, from the same sources, at the same time, with random assignment deciding who sees what. PPO does that. CPPs do not. Every CPP gets exactly the traffic you point at it, and your default page gets everything else, including brand searches and browse traffic. When we first wrote about CPPs in 2023, app growth expert Thomas Petit put it plainly:

“Custom Product Pages CPP is not an A/B test: you can’t compare Default vs. CPP because those are not shown to the same audience.”

The iOS version split he pointed to back then no longer applies, but the principle does. A CPP that beats your default page may simply be getting warmer, more specific traffic. That is still a win. It is just not proof that the creative is better. Thomas was equally clear about where CPPs earn their keep:

“My general stance is that on paper, CPP can totally be a big win […] when there’s a specific context. However, if it’s an undefined intent context, one can’t expect too much uplift.”

That is the planning rule for everything below: build a CPP when you know what the person wants.

How to plan keyword Custom Product Pages, step by step

Keyword CPPs let one app show different pages to different searchers without paying for the click. This is the process we use.

1. Map keyword clusters. Start with the terms that already bring impressions and downloads, from your keyword rankings and Apple Ads search term reports. Group them by what the searcher wants, not by wording. “Apartments for rent” and “rent apartment” are one intent; “buy apartment” is another.
2. Pick one intent per page. Give a cluster its own page only when your default page is a compromise for that searcher. Branded searches usually belong on the default page. Use clear reference names, because they are what you see in App Analytics.
3. Check eligibility. If a cluster’s main terms are not in your latest approved version’s metadata, add them in your next update first.
4. Avoid overlaps. Keep a sheet that maps each keyword to one page, so two CPPs never compete for the same search.
5. Build creative for the intent. The first screenshots should answer the search at a glance. Rewrite the promotional text, choose a preview that shows the use case, and add a deep link to the matching screen.
6. Localize per market. Keywords are assigned per localization, and intent does not translate word for word. A cluster that deserves a page in the US may not deserve one in Germany.
7. Submit, publish and set visible. The page goes to App Review, and keywords are assigned and published in the page’s Keywords section. Apple says a page only becomes searchable once it is approved and set to visible, and you cannot edit its keywords while it is in review.

For a subscription app, clusters are usually use cases, such as “intermittent fasting” versus “calorie counter”. For a game, they are genres, modes or themes, such as “merge puzzle” versus “word game”. Pages built around a feature, a content type or a seasonal promotion still work too, and keywords now let some of them earn organic traffic.

If you want this run for you, our Keyword Custom Product Pages program costs +€1,500 per month on top of managed ASO and covers up to 6 keyword-linked CPPs a quarter plus Google Play custom store listings, with creative production included.

Using CPPs with Apple Ads and paid social

Apple Ads

In an Apple Ads search results ad group you can create an ad variation from any CPP. The ad uses that page’s screenshots and previews, and people who tap it land on that page. Three rules shape the setup:

• Each ad group can have only one active custom ad. Where you do not create one, the default ad runs.
• You can switch which CPP an ad group uses at any time, without a new app version.
• CPPs also work in Search tab and Today tab ads, and deep links in ad variations work on iOS and iPadOS 18 and later.

Because of the one custom ad rule, your ad group structure becomes your CPP structure. Group keywords by intent, give each group its own CPP, and assign the same page to the matching organic keywords. Someone searching “buy apartment” then sees the same page whether they tap your ad or your organic result.

Meta, Google and other networks

Outside Apple Ads, Apple documents two routes. You can use the page’s unique URL, which adds a product page ID parameter to your normal App Store link, in social ads, emails, creator posts or on your website. And ad networks that show StoreKit-rendered ads can pass the CPP’s ID directly. Support differs by network, so check each platform’s current help pages. Whatever the network, the ad, the CPP’s first screenshots and the screen the deep link opens should make the same promise. Apple recommends universal links for CPP deep links and warns against URL shorteners.

When Meta started offering CPPs for iOS app ads in late 2022, we tested them straight away. The results were mixed. One ad and CPP pairing converted clearly better than the default page and brought CPIs down; the others performed about the same or worse. The lesson still holds: a CPP is not a win just because it is customized. It needs a specific audience, a clear hypothesis and an honest read of the results.

How to measure CPPs properly

In App Analytics, filter by Product Page to see impressions, downloads, redownloads and conversion rate for each page, plus retention and average proceeds per paying user. A page’s metrics appear once it has at least five first-time downloads. Then apply five rules:

1. Split by source. Apple counts downloads from ads in App Store search results inside the App Store search source, so organic and Apple Ads traffic to a keyword CPP are mixed there. Take out the paid share using your Apple Ads reports before you judge a page’s organic effect.
2. Use first-time downloads. Redownloads move with re-engagement campaigns and returning players. First-time downloads show whether a page wins new users.
3. Compare like with like. Compare a CPP with itself before and after a change, or the same keywords’ traffic before and after the CPP went live. Keep territory, source and season constant.
4. Treat CPP versus default as observational. The default page’s numbers include brand and browse traffic that no CPP receives, so a higher CPP conversion rate is expected.
5. Follow users past the download. For a subscription app, the page that wins installs can lose on trial starts or paid conversion. For a game, check early retention and payer rate. Use your MMP or product analytics for events beyond Apple’s data.

One lesson from our own Apple Ads work: CPPs running against each other in parallel ad groups do not get evenly split traffic, so side by side comparisons are skewed. We test CPPs one after another on the same ad group and keywords. When you need a clean creative result, run PPO on the default page and wait for at least 90% confidence, as Apple recommends. Our guide to ASO A/B testing covers the setup.

Examples from our client work

ImmoScout24: renters and buyers

The app of ImmoScout24, the German real estate marketplace, serves two groups with very different intent: people looking to rent and people looking to buy. We built separate CPPs for each and matched them to the relevant Apple Ads search terms, so someone searching “wohnung mieten” (rent an apartment) landed on a page built for renting.

Over four weeks in August 2022, in the relevant ad groups of generic Apple Ads campaigns:

• Buyers: CPA fell 43%, from €2.41 to €1.36, and cost per tap fell 41%, from €1.93 to €1.13, compared with the default page.
• Renters: CPA was €0.80 against €2.15 on the default page, and tap-through rate was 28% against 22%.

Two caveats, in the spirit of this guide: this was an Apple Ads test from before keyword CPPs existed, and like any CPP versus default comparison it is observational. The consistent gap for both segments is why we plan CPPs around intent first. Read the full ImmoScout24 case study.

Fastic: women and men

Fastic, the intermittent fasting app, used two CPPs in Apple Ads to show women and men different benefits. The version for women led with weight loss, social proof and a progress story. The version for men led with getting in shape, burning fat and performance. Same app, two different first impressions.

Fastic’s two custom product pages: one aimed at women, one aimed at men.

What Apple’s 2026 Creative Assets add

In June 2026 Apple announced Creative Assets: rich images and videos that appear in the product page header and in search results, beyond standard screenshots. Apple says they work with custom product pages and PPO, and its asset guidelines say they appear on iOS 27 and iPadOS 27 and later. A new Asset Library in App Store Connect holds all your assets, lets you reuse them across CPPs and In-App Events, and lets you submit them for review independent of an app update.

For CPP planning, that means a keyword page can make its promise in a header image or video before anyone scrolls, seasonal pages get easier to run because approved assets can be reused, and you can test header creative on your default page with PPO before carrying the winner into your CPPs. The rollout is new, so confirm in App Store Connect which assets a CPP can carry.

Google Play custom store listings in brief

On Android you can create up to 50 custom store listings and target them by country, pre-registration, search keywords, inactive users, a unique URL or Google Ads traffic. Two differences matter:

• Google Play lets you change the app name, icon, descriptions and graphics per listing. On the App Store the name and icon stay fixed.
• Google’s search keyword targeting lets you define the Play Search keywords that lead to a listing, including new keywords you search for in Play Console. Apple limits you to keywords in your approved app metadata.

Approved listings can also be landing pages for Google Ads campaigns, though Google notes these currently show only on AdMob and not in ads on Google Play search.

Common mistakes to avoid

• Calling a CPP versus default comparison an A/B test. It is observational. Use PPO when you need a controlled result.
• Building pages without an intent. A CPP that repeats your default page with new colors will not move conversion.
• Overlapping keyword combinations. Apple wants each combination on one page only.
• Reading blended numbers. Separate Apple Ads from organic search and judge pages on first-time downloads.
• Letting pages go stale. Give seasonal CPPs an end date. A disabled CPP’s link redirects to your default page, so retire old offers rather than leave them live.

CPPs reward teams that treat them as a keyword and audience system, not one-off creative. That is the work our App Store Optimization agency does every month.

Frequently asked questions

How many Custom Product Pages can an app have?

Up to 70 per app, on top of your default product page. Apple raised the limit to 70 in October 2025, when it also added keywords to custom product pages. On Android, Google Play allows up to 50 custom store listings. Source: Apple.

Can Custom Product Pages appear in organic App Store search?

Yes. You can assign keywords to a custom product page, and it can then appear in search results for those keywords instead of your default page. The keywords must come from your latest approved app version, each keyword combination should be unique to one page, and the page is searchable only after it is approved and set to visible.

Are Custom Product Pages A/B tests?

No. Each custom product page only gets the traffic you send to it through its link, an ad or its keywords, while your default page gets everything else, so a CPP versus default comparison is observational. For a randomized test, use Product Page Optimization, which tests up to three treatments of your default page for up to 90 days. Product Page Optimization tests are not available for custom product pages.

Do keyword changes on a Custom Product Page need App Review?

Every custom product page must be approved by App Review before it is visible, and you can submit it without a new app version. Apple’s help describes assigning keywords as a step you can do at any time and publish from the page’s Keywords section, but the page only becomes searchable once it is approved and set to visible, and you cannot edit its keywords while it is in review. See Apple’s App Store Connect help.

How do I measure Custom Product Page performance?

In App Analytics, filter by Product Page to see impressions, downloads, redownloads, conversion rate, retention and average proceeds per paying user for each page. Metrics appear once a page has at least five first-time downloads. Also filter by source type, because App Store search includes downloads from Apple Ads in search results, and compare first-time downloads before and after a change rather than against your default page.

Can I use Custom Product Pages in Meta or Google ads?

Apple supports two routes: the page’s unique URL, which adds a product page ID to your App Store link, and StoreKit-rendered ads in which an ad network passes the custom product page ID. Support differs by network, so check each platform’s current documentation. On Android, the equivalent is a Google Play custom store listing, which can be used as a landing page for Google Ads campaigns once it is approved.