Custom product pages on the App Store
Publish additional versions of your App Store product page, each of which highlights a feature or specific content from your app and has a unique URL to share.
Overview
You can publish up to 35 additional versions of your product page on the App Store for iPhone and iPad. Vary the screenshots, promotional text, and/or app previews on each product page to showcase specific features or content. Highlight a particular sport, character, show, or gameplay feature, and even seasonal or culturally relevant content. Share your custom product pages with different audiences through unique URLs, and use them within Apple Search Ads campaigns to promote your app on the App Store. Apps that are available for pre-order can also use custom product pages.
Configuring in App Store Connect
When creating a custom product page in App Store Connect, you can choose to start with either a copy of your default product page or a blank page. From there, customize screenshots, promotional text, and app previews for any of your page’s localizations. Keep in mind that any metadata you provide must be submitted for review, which you can do independent of an app update. You can also use the App Store Connect API to automate metadata upload and submission for your custom product pages.
You can also assign a deep link for each custom product page. With deep links, people who tap to open your app from the custom product page will be taken to a specific feature or content in your app. Deep links for custom product pages are supported in iOS 18 and iPadOS 18 and later.
For a smooth review experience, make sure your screenshots and app previews follow the specifications and that all metadata follows the App Review Guidelines.
Promoting custom product pages
In your communications
Share a custom product page by including its unique URL in your communication channels, such as social media ads or promotions. For example, you can promote a sports team in an email campaign and link to the custom product page that highlights that team. The unique URL adds a new product page ID parameter to the default product page URL.
Custom product pages can appear in editorially curated stories and collections on the Today, Games, and Apps tabs. They can also appear as a search results ad that you create with Apple Search Ads, but won’t appear in standard search results when someone searches for your app or game on the App Store.
In apps and on the web
Advertising networks can also use custom product pages in StoreKit-rendered ads that appear in apps and on the web. They’ll use the custom product page ID as the customProductPageIdentifier with SKOverlay, or as the SKStoreProductParameter
On the App Store with Apple Search Ads
Apple Search Ads supports custom product pages, allowing you to create ads that appear on the App Store — including those that display on the Today tab and at the top of search results — that lead people to a particular page. And you can include a deep link in the custom product page used in your ad to quickly direct people to the exact place you want in your app. You can also create ad variations for search results based on different custom product pages, each with assets tailored for specific audiences, feature launches, or seasonal promotions.
Find out how these developers have used custom product pages with Apple Search Ads to get higher tap-through and conversion rates, lower cost-per-install, and other performance improvements:
Measuring success
Once your custom product pages are live, you can measure their performance in App Analytics in App Store Connect. On the Acquisition tab, you’ll see product page impressions, downloads, redownloads, and conversion rates to understand how effective each page is at encouraging app downloads. You can also:
- Find out if people who downloaded your app from a custom product page stay engaged longer or spend more on in-app purchases.
- View retention data and average proceeds per paying user for each custom product page.
- Compare the performance of your custom product pages against your default product page.
