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Custom Product Pages
How to Use Them Strategically
A practical framework for marketers and developers
Apple launched Custom Product Pages (CPPs) to give marketers more control over how their app appears in the App Store. Rather than showing the same screenshots and messaging to everyone, Custom Product Pages let you create variations tailored to different interests.
According to AppTweak's 2025 report analyzing 2024 data, most apps (69%) and games (74%) did not use Custom Product Pages last year. Yet those that did saw measurable gains. Conversion rates improved by up to 30%, and some verticals reported 20% lower CPIs thanks to more relevant creative.
That gap represents a missed opportunity. When Custom Product Pages are used well, they can increase conversion rates and lower cost per install (CPI) by matching the user's intent, showing them exactly what they're looking for without distraction.
For example, if someone is searching for a Pilates app, a Custom Product Page that leads with Pilates-specific content, visuals, and messaging will convert better than a generic fitness app page that lists Pilates as just one of many options, several screenshots in.
In my experience, one reason for the slow adoption is that Custom Product Pages have often been viewed as a tool primarily for paid acquisition, especially through Apple Search Ads (ASA). For many marketers, the perception was that they only worked in that context. While support for organic search officially launched in July 2025, Custom Product Pages have always been usable across owned and social channels, marketers just weren’t taking full advantage.

According to Apple, developers see a 2.5 percentage point increase in conversion when using a Custom Product Page, a 156% improvement over the 1.6% average on default pages.
This guide breaks down when to use Custom Product Pages, how to create them with purpose, and why they should be part of every growth marketer's toolkit.
Written by Nicole Weiss
Marketing Strategist | Organic Growth Expert | Founder, Brass Finch
Founder, Brass Finch
[email protected] | LinkedIn
Nicole has led growth, retention and ASO strategy for global brands including Audible, SiriusXM, Macy’s, Clinique, Victoria's Secret and more. She’s partnered directly with Apple and Google on feature launches, and now advises clients through her consultancy, Brass Finch.
Understanding Custom Product Pages
Custom Product Pages are alternate versions of your default App Store product page. You can create up to 35 per app, and each one can be localized and has a unique URL.
That URL can be used in paid campaigns, email, influencer links, or anywhere else you want to deliver a more tailored experience. Your ability to use that URL depends on whether the platform allows you to input a custom App Store destination or supports product page configuration. For example:
Apple Search Ads
fully support Custom Product Pages. You can directly pair a CPP to a keyword or ad group.
Meta (Facebook/Instagram)
allows you to input a custom App Store URL, so you can drive traffic to a specific CPP.
TikTok and Snapchat
may support direct linking depending on your integration or campaign structure, but results vary.
Google Ads
(for iOS campaigns) does not currently support App Store Custom Product Pages directly.
Owned channels
like email or web can use CPP links as long as you're able to set the destination.
Not all channels provide an option to override the default store listing. To use Custom Product Pages effectively, you'll need either:
  • The ability to input a custom App Store URL
  • A platform integration that supports Apple's product page configuration
The Power of Intent
The primary difference between Custom Product Pages and the default page is intent.
Your default product page tries to be everything to everyone. A Custom Product Page, on the other hand, can:
  • Align with a particular audience
  • Showcase a specific feature
  • Reinforce a campaign message
This makes them powerful for segmentation. You can speak directly to the user's context, rather than asking them to connect the dots.
The Future of Custom Product Pages
Apple has officially expanded Custom Product Page functionality to support organic search. Developers can now map CPPs to keywords already included in their app’s metadata. This isn’t full keyword targeting, CPPs still need to align with existing terms. But you can now surface a more relevant visual for each prioritized search term.
Marketers should start identifying which keywords and segments deserve their own CPPs if they haven’t already as this feature is live as of July 30, 2025.
When to Use Custom Product Pages
Custom Product Pages work best when paired with targeted acquisition efforts. Here are two high-impact use cases:Intent-Aligned Themes
Intent-Aligned Themes
Use Custom Product Pages to emphasize category, mood, or specific features aligned with common user search behavior. For example, Babbel has distinct pages for Spanish and French language learners, each reinforcing the desired outcome with language-specific visuals and tailored messaging. This approach increases relevance and conversion by showing users exactly what they're looking for.
Competitor Conquesting
If you're bidding on a competitor's brand terms, tailor your Custom Product Page to appeal to their audience's likely motivations. For instance, when onX Offroad runs ads on the term "Strava," their product page uses warmer colors and more general outdoor visuals, creating a broader appeal beyond off-roading. It feels adjacent to Strava, but differentiates on capabilities.
Custom Product Pages should also align with the experience users will have in-app. In one test, we saw a +20% lift in installs from a well-aligned CPP, only to see a -20% drop in subscription sign-ups. Why? The content promoted in the store wasn't easily accessible once the user landed in the app. Don't let your best-performing page set expectations your app can't meet.

Need help identifying your highest-value keywords?
We offer custom audits to map your current metadata and spot opportunities for new CPPs.
What Makes a Good Custom Product Page (vs. a Default Product Page)
The default product page is designed to appeal broadly. It introduces your app to a wide audience with varied motivations. A Custom Product Page, by contrast, is designed to speak to a specific segment, feature, or use case.
That specificity is the advantage. Great Custom Product Pages do a few things differently:
Intent clarity
The page immediately signals who it's for and what they'll get. Good CPPs don't try to do everything—they win by narrowing in.
Segment alignment
Custom Product Pages should reflect a clear user segment or use case: runners, new moms, budget travelers, etc. If it could work for everyone, it's probably not a good CPP.
Full-journey cohesion
Your visuals and messaging should match whatever drove the user to this page. This isn't just about aesthetics, it's about trust and continuity.
Expectation accuracy
The experience you showcase must be reflected in the first-time user flow. Great CPPs align not just to install, but to day-one experience and retention.
Default Product Page vs. Custom Product Page
Planning and Execution
Custom Product Pages can be one of your most effective tools for improving acquisition efficiency. But using them well requires thoughtful planning.
Start with your keyword list
Before building anything, review the keywords driving the most engagement, especially those tied to high-intent searches. These terms are where a more relevant Custom Product Page can make the biggest impact.
This is particularly valuable if you're already running Apple Search Ads. But even if you're not, building out pages for key terms will put you ahead of the curve now that Apple has launched support for Custom Product Pages in organic search.
Take Flo, for example
The app runs distinct pages for queries like "period tracker" and "fertility tracker." Each variation leads with different visuals, copy, and use-case alignment—even though they all drive to the same app. By tailoring the experience to match what someone is actually searching for, Flo increases the chance of install and follow-through.
Calm uses a similar strategy.
Users searching for "sleep stories" are shown a darker-toned page with nighttime imagery and storytelling cues, while searches for "meditation" surface brighter visuals and features around focus and mindfulness. These aren't just aesthetic choices—they directly reflect the user's query and intent.
The most impactful Custom Product Pages tie your app's core value to the user's intent at the moment they're searching.
Align your store page with external campaigns
After you've built for high-value keywords, take a look at where you're driving traffic from. External media, whether it's paid social, influencer campaigns, or owned content, will almost always be segment-based. The goal here is to match those source-level segments with a store experience that reflects the same message, audience, or offer.
Let's say you're running a TikTok campaign promoting your app's strength training programs. If the creative highlights beginner-friendly fitness routines, your Custom Product Page should mirror that focus, leading with strength-based visuals and plainspoken copy, not a rotating carousel of yoga, HIIT, and marathon training options.
In another case, a Meta campaign might target women interested in home workouts. The associated Custom Product Page should reflect that audience visually and tonally, prioritizing creative that feels approachable, relevant, and aligned with the ad that brought them in.
Custom Product Pages give you the chance to tailor not just to the channel, but to the mindset the user is in when they click.
Consider using deeplinks to reduce post-install friction
If your Custom Product Page promotes a specific feature or experience, a deeplink can help route users directly to that content after install. While support varies based on user permissions, this strategy, known as deferred deeplinking, can strengthen message continuity across the funnel. Just note: only about 30% of users opt in to the necessary privacy settings on iOS, so impact may be limited.
Don't overbuild
Just because you have 35 slots doesn't mean you should use them all. Focus on quality over quantity. It's better to launch a few well-crafted pages than to spread effort thin. Each page can be localized without using additional slots, so there's no need to duplicate pages just for language or region.

Note: App Store URLs default to the US, but there's no need to manually localize the structure. Apple automatically adjusts based on the user's region. Don't panic if you see "us" in the link—your international users will be routed correctly.
Optimize over time
Treat Custom Product Pages as dynamic assets. Test creative variations, measure performance by source or segment, and refine based on what converts. And most importantly, make sure the in-app experience delivers on the expectations you set in the store.
CPPs vs. IAEs: Choosing the Right Tool
Custom Product Pages and In-App Events serve different purposes in your App Store strategy.
Custom Product Pages are persistent and theme-based. They're best used to align your store presence to specific keywords, audience segments, or acquisition campaigns. You can think of them as tailored landing pages that reflect a user's intent.
In-App Events are time-bound and moment-driven. They highlight something happening now, a feature drop, a challenge, a seasonal update. If a Custom Product Page is about sustained interest, an IAE is about capturing urgency.
For example:
  • A Custom Product Page might target users searching for podcasts by highlighting your catalog's breadth and personalization features.
  • An In-App Event might promote a new, high-profile podcast launch that benefits from a short-term visibility boost.
While they're built differently, they complement each other. IAEs can drive urgency and re-engagement. Custom Product Pages can deepen acquisition alignment and improve store conversion rates. Together, they give marketers more control than ever over what users see, and why.

Haven't explored In-App Events yet? Read the full IAE strategy guide here.
Custom Product Pages
  • Persistent, theme-based
  • Aligned to keywords and segments
  • Improve conversion rates
  • Up to 35 per app
In-App Events
  • Time-bound, moment-driven
  • Highlight limited-time features
  • Drive re-engagement
  • Up to 10 active at once
Final Thoughts
Most apps still aren't using Custom Product Pages to their full potential. But for those willing to test, align, and invest in relevance, they are powerful levers in the App Store.
Start with your keywords. Audit your traffic sources. Build a few great pages that meet users with the right message at the right moment, and make sure your app delivers on what you promised.
With organic CPPs now live, there’s no excuse to delay.
References
  • AppTweak. ASO Trends & Benchmarks: A Comprehensive Data Study (2024)
  • Apple Developer Documentation. Custom Product Pages Overview

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