Devoria
App Store custom product pages: one page per ad angle
By Mehdi Azizi
Published , 8 min
A custom product page is a variant of your App Store listing with its own screenshots, text, keywords and URL. Apple allows 70 per app.
A custom product page is another version of your App Store listing, with its own screenshots, app previews, promotional text and keywords, and its own URL. You can publish up to 70 per app without a new app version, but each one goes through Apple's review. Its job is to land the person who taps your ad on a page that talks about what they just saw.
I publish my own iOS apps, including TradaZen and Solys, and I ran Meta and Apple Ads campaigns in 2026. This guide is based on the App Store Connect and Apple Ads help pages, reviewed on October 15, 2026, and on my TradaZen ads.
App Store custom product pages: what Apple allows
According to the App Store Connect help, here are the current rules.
- 70 pages per app. Apple doubled the limit, which used to be 35, on October 29, 2025. The same day, it added keywords per page.
- Four elements can change: screenshots, app previews, promotional text and keywords. Each page can be localized into your listing's languages.
- A page is hidden by default. People see it by following its link, or in search if you assigned keywords to it. Every other visitor sees your default listing.
- iOS 15 minimum to display it, iOS 18 for the deep link that opens a specific screen of your app.
- Your app must already be Ready for Distribution in at least one country.
On its overview page, Apple claims an average of 2.5 percentage points more conversion with a custom page. That's Apple's number, not a promise for your app.
What you can change, and what stays fixed
| Listing element | On a dedicated page |
|---|---|
| Screenshots | Yes |
| App previews | Yes |
| Promotional text | Yes, 170 characters |
| Keywords | Yes, from your own |
| Deep link | Yes, from iOS 18 |
| Name and subtitle | No |
| Description | No |
You can't invent keywords page by page: you pick from those in your latest approved version. So your keyword field must already contain the words you want to hand to a page. Promotional text follows the same rules as on your listing, covered in the promotional text guide.
Creating a page in App Store Connect
You need one of these roles: Account Holder, Admin, App Manager or Marketing.
- In your app, open Custom Product Pages in the sidebar, then create a page.
- Give it a clear reference name: that's what you'll see in App Analytics. "Meta duel FR" beats "Page 3".
- Start from a blank page or a copy of an existing version. The copy only carries over your primary language.
- Replace the screenshots, previews and promotional text. The Browse Assets button pulls images already approved in the Asset Library.
- Note the generated URL: it will never change, even when you edit the page.
For keywords, open the page, check the words in the Keywords section, language by language, then publish. Give each page a unique keyword set: Apple requires each keyword combination to lead to a single page. The page only shows up in search once it's approved and made visible.
Review: every page goes through Apple
A custom product page is only visible once approved, according to the submission help. Three things to know before you submit:
- First version: if your app has never been approved, the page goes in the same submission as your first version.
- After that, no new version needed: once the app is approved, you submit a page on its own or with a version. Apple notes that the elements are reviewed alongside your latest iOS version.
- During review, everything is locked: screenshots, previews, text and keywords can't be edited. You have to remove the submission to fix anything.
To edit an approved page, you create a new version (Create New Version). The URL stays the same, and the new version replaces the old one as soon as it's approved. Deactivating or deleting a page sends its visitors to your default listing: an ad link never breaks.
Metadata rules apply just like on your listing. Text that mentions another platform, for example, can get you a 2.3.10 rejection.
The URL: where to put it
App Store Connect adds a ppid parameter to your listing's URL. The StoreKit documentation gives this example:
https://apps.apple.com/us/app/example-appname/id1234567890?ppid=eb2b3606-2fef-4aab-a54e-b2e5547c9bc3
Paste this URL anywhere you control the link: Instagram or TikTok bio, email, website, QR code. Inside an app, you pass this identifier to StoreKit to display the page. For a deep link, Apple advises against URL shorteners and unnecessary redirects.
On the Meta side, I found no official help on this setting. Check in Ads Manager that your app promotion ad accepts a custom page before you build your strategy on it.
With Apple Ads: one page per ad group
Apple Ads is the App Store's ad platform, formerly Apple Search Ads. In a search results campaign, you create an ad variation from a custom page: the ad uses its visuals, and the tap leads to that page.
The rule that shapes everything: an ad group has only one active variation at a time. To match the page to the keyword, sort your keywords by theme, one group per theme, and give each group its page.
- Today tab: the ad always leads to a custom page.
- Search tab: default listing or custom page, your choice.
- Product pages: no custom page, according to the placements table.
The troubleshooting help flags two traps. A variation goes on hold if the page's visuals don't fit the campaign's countries or devices: localize the page for those countries. And the deep link is disabled if the group targets an age or gender.
With Meta: what I did on TradaZen
In October 2026, I launched a Meta campaign for TradaZen, my trading simulator on real charts. One ad per angle, and each ad carried a single video in three formats: 9:16 for stories, 4:5 for feeds, 16:9 for horizontal placements. Duplicate ads, one per format, would have spread the budget across copies of the same message.
The player duel, a film noir vibe, the replay of a real chart, the beginner's mistake: each angle promised something different, but every ad led to the same default listing. To measure Meta, I read the "app referrer" source in App Store Connect (Instagram, Facebook), without being able to tell which angle had convinced people.
That's exactly the gap one page per angle fills. Here's the split I suggest for these angles. It's an example of the method, not a results report.
| Ad angle | Dedicated page | What changes |
|---|---|---|
| The player duel | Duel | A duel as 1st screenshot |
| The replay of a chart | Replay | App preview of the replay |
| Practice without money | Risk-free | Dedicated promo text |
| The beginner's mistake | Beginner | A lesson as 1st screenshot |
| The league of the week | League | Leaderboard screenshots |
| Apple Ads "stock market game" | Stock game | Assigned keywords |
Three rules go with it:
- The first screenshot reuses the ad's image. People must recognize what they just saw in one second.
- The reference name carries the channel and the angle, "Meta duel FR" for example, so you read App Analytics without guessing.
- One page, one angle. If you mix two promises, you won't know which one worked.
Measuring in App Analytics
In App Store Connect, open the Analytics tab, then Acquisition and Product Pages: each page has its own table. The App Analytics help lists page views, downloads and conversion rate, but also proceeds and average proceeds per paying user. You can filter by country, source type and device.
Numbers only show up after the first five downloads on the page. That's a display threshold, not a decision threshold: compare each page to your default listing over the same period, and wait several weeks before deciding. The method is the same as for tracking your app's ranking: one date logged per change, one change at a time.
Custom page or listing A/B test
A custom page serves a specific audience, arriving through a link, an ad or chosen keywords. The listing A/B test (product page optimization) compares variants of your default listing, with the traffic that already sees it. If you run ads, start with custom pages: that's where the ad and the listing drift apart the most.
Preparing your pages
Each page needs its own screenshots, at the sizes Apple requires. The App Store Screenshots Kit bundles my templates and the skill that builds them from your screens. For each language's text and keywords, the ASO Kit bundles my method and the skill that translates your listing into 30 languages.
Getting ready for your first submission? The free diagnostic sends you my Apple anti-rejection checklist. For the full listing method, read the App Store ASO page.
Frequently asked questions
How many custom product pages can you create?
70 per app, on top of your default listing. Apple doubled the limit on October 29, 2025: it used to be 35.
Do you need a new app version to publish a custom product page?
No, once your app is approved. The page still goes through App Review, on its own or with a version. The only exception: if your app has never been approved, the page goes with your first version.
Does a custom product page show up in App Store search?
Yes, if you assign keywords to it, taken from your latest approved version. It then replaces your default listing for those searches. Otherwise, people only see it by following its link.
What can you change on a custom product page?
Screenshots, app previews, promotional text and keywords, language by language, plus a deep link. The name, subtitle and description don't change.
Where do you find a custom product page URL in App Store Connect?
It shows up as soon as you create the page, in the Custom Product Pages section. It's your listing's URL followed by a ppid parameter, and it never changes after that.
Can you use a custom product page with Apple Ads?
Yes. In a search results campaign, each ad group can have a variation based on a page, only one active at a time. The Today tab, for its part, always leads to a custom page.
