Custom Product Pages: A Practical Guide for Small App Teams

Custom product pages are alternative versions of your App Store product page, each with its own screenshots, app previews and promotional text, and each reachable through a unique URL. An app can publish up to 70 of them. Since October 2025 you can also assign keywords to a custom product page so it shows up in App Store search results for those keywords instead of your default page.

For a small team, custom product pages on the App Store are the cheapest way to show different people a listing that speaks to why they came: the person who clicked a “budget for couples” ad sees couples-budgeting screenshots, not your generic hero shot. This guide covers what you can change, how review and analytics work, and a realistic plan for a team of one to five people.

What is a custom product page on the App Store?

Every App Store app has one default product page: the listing people see when they search or browse. A custom product page is an additional version of that listing. Your app name, icon, subtitle, description, ratings and price stay the same; what changes is the visual pitch and the short promotional line above the description.

Apple’s own description on the custom product pages overview is that each page can highlight a specific feature, sport, character, show or seasonal moment. In practice, most small apps use them for one of three things: matching an ad, matching a search intent, or matching a referral source (a newsletter, a partner, a creator).

How many custom product pages can you create?

You can publish up to 70 custom product pages per app on the App Store for iPhone and iPad. Apple announced the increase from 35 to 70 in its October 29, 2025 developer news post. Pages are shown to people on iOS 15 and iPadOS 15 or later, and apps available for pre-order can use them too. Your app needs to be Ready for Distribution in at least one country or region before you can create one.

Seventy is a ceiling, not a target. A page with a trickle of traffic tells you nothing, and every page is something you have to keep current when your UI changes.

What can you change on a custom product page?

Each page is localizable, so a page aimed at German runners can have German screenshots and German promotional text. Screenshots still need to meet the dimensions on our App Store screenshot sizes reference (the 6.9-inch iPhone set at 1290 × 2796 px, plus the 13-inch iPad set at 2064 × 2752 px if your app runs on iPad).

Because the headline copy on the first screenshot is what changes the most between pages, the same rules apply as on your default page: one outcome per screen, a few words, readable at thumbnail size. Our guide to what to put on your first App Store screenshot covers that in detail, and the subtitle vs promotional text breakdown explains what the 170-character promotional field can and can’t do.

How do people reach a custom product page?

1. The unique URL

App Store Connect generates a URL for each page when you create it. It is your normal App Store link with a product page ID parameter added. Editing an approved page doesn’t change its URL. Use it anywhere you control the link: your website, email, social posts, a QR code at an event, a partner’s blog.

2. Apple Ads

Apple Ads (formerly Apple Search Ads) can point ad variations at a custom product page, on the Today tab, the Search tab and in search results. This is the classic use: one ad group per audience, one custom page per ad group, so the listing continues the ad’s promise.

3. Organic search, through assigned keywords

This is the 2025 change that makes custom product pages interesting for teams without an ad budget. In App Store Connect you can assign keywords, per localization, to a custom page. Once the page is approved and set to visible, it can appear in search results for those keywords in place of your default page.

Three rules from Apple’s help documentation matter here:

• Keywords must come from your latest approved app version. Assigning keywords to a custom page does not add new keywords to your index. If a term isn’t in your app name, subtitle or 100-character keyword field, add it there first and ship it.
• Use a unique keyword set per page. Apple advises that each keyword combination belong to a single product page, so the store knows which page to show.
• Each keyword can be switched off individually after you assign it, which makes it easy to pull a term back to the default page.

Apple’s pages don’t list storefront or platform restrictions for keyword assignment beyond the general iOS 15 / iPadOS 15 requirement, so check the Keywords section of each page in App Store Connect for what’s available to your app.

4. Editorial placements

Apple says custom product pages can also appear in editorially curated stories and collections on the Today, Games and Apps tabs. You don’t control this, but it is one more reason to keep pages polished.

Deep links: sending people to the right screen

Each custom page can carry an optional deep link, either a universal link (Apple’s recommendation) or a custom URL scheme. When someone who already has the app taps Open on that page, they land on the matching screen instead of your home screen. The Open button behaviour works on iOS 18 and iPadOS 18 or later.

Apple asks you to avoid URL shorteners or anything that adds redirects, and to test the link before submitting (pasting it into Notes and tapping it is the suggested check). The deep link has to be approved by App Review before it works.

Does a custom product page need App Review?

Yes. Every page must be approved before anyone can see it, and its screenshots, previews and promotional text are held to the same App Review Guidelines as your default page. The useful part for small teams: custom product page submissions are reviewed independently of an app update, and since October 2025 you can submit them even while an app version is in review. Editing a live page creates a new version of that page, which you submit with Add for Review; once approved it replaces the current one.

If you want to avoid a rejection, the usual screenshot issues apply: no misleading UI, no unverifiable “#1” claims, no other brands’ trademarks. We collected the common ones in why Apple rejects App Store screenshots.

How to measure custom product pages in App Analytics

In App Store Connect, open Analytics and look at the Acquisition section, where you can view each page’s impressions, downloads and conversion rate, and compare it with the default page. Apple also reports retention and average proceeds per paying user per page, which is often the more useful number: a page that converts slightly lower but brings in people who stay is the better page.

One practical limit: per-page metrics only appear after a page receives at least five first-time downloads. Apple’s App Store Connect help documents this alongside the rest of the setup steps.

A note on reading the numbers: a custom page reached from an ad, a newsletter or a keyword audience is not seeing the same traffic as your default page, so a higher conversion rate doesn’t prove the page design is better. It may just be that the audience was warmer. To test the design itself, you need a randomized split, which is what Product Page Optimization is for.

Custom product pages vs Product Page Optimization

The two work well together: test a screenshot direction with PPO on your default page, then reuse the winning structure on your custom pages. We walk through PPO setup and how to read its confidence levels in how to A/B test App Store screenshots.

A practical custom product page plan for a small team

Step 1: Pick two or three audiences, not seventy

Look for groups that come for clearly different reasons. A habit tracker might have “quit smoking,” “drink more water” and “study streaks.” A photo editor might have “product photos for sellers” and “portrait retouching.” If you can’t write a different first-screenshot headline for a group, it doesn’t need its own page.

Step 2: Change the first two screenshots and the promotional text

Most visitors decide on the first two or three screenshots, so that is where per-audience copy pays off. Keep the remaining screenshots identical to your default set; it halves the maintenance. An example for the habit tracker:

Step 3: Wire up the traffic

Put each page’s URL on the matching landing page or campaign, point an Apple Ads ad group at it if you run ads, and assign the matching keywords (for example, quit smoking and smoke free to the quit-smoking page) if those terms are already in your approved metadata.

Step 4: Add a deep link where it saves a step

If the quit-smoking audience wants the craving tracker, deep link to it. Returning users who tap Open on that page skip your generic home screen.

Step 5: Review monthly, prune quarterly

Check each page’s conversion and retention against the default page once a month. Disable pages that never reach meaningful traffic; a disabled URL redirects to your default page, so old links don’t break. Deleting a page is permanent.

Producing two or three extra screenshot sets is where most small teams stall. Whatever tool you use, build the default set first and create the variants by swapping headlines and the hero screen rather than redesigning. In Launch Shots we duplicate a project and change the copy per audience, which keeps the visual system consistent across pages; a Figma file with shared components does the same job.

The short version

• Custom product pages are alternative App Store listings: different screenshots, previews, promotional text, keywords and deep link.
• Up to 70 per app, reviewed independently of app updates, visible on iOS 15 and later.
• Assign keywords (from your approved metadata, unique per page) to let a page rank in organic search.
• Start with 2–3 pages for clearly different audiences; change the first two screenshots and the promotional text.
• Judge pages on conversion and retention in App Analytics, and use PPO when you want to test the design itself.

If your default listing still needs work, fix that first: our App Store screenshot best practices apply to every custom page you build on top of it. And if you also ship on Android, Google Play has its own version of this feature, custom store listings, which work differently enough to deserve a separate plan.