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.


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 a copy of your default product page or a blank page. Then customize screenshots, promotional text, and app previews for any of your page’s localizations. 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.

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 SKStoreProductParameterCustomProductPageIdentifier with SKStoreProductViewController.

On the App Store with Apple Search Ads

Create an ad on the Today tab that leads people to a specific custom product page. Or create ad variations for search results based on different custom product pages — with ad messaging and images tailored for specific audiences, feature launches, or seasonal promotions. You can also create ads for apps available for pre-order.

Discover how developers using custom product pages with Apple Search Ads have gotten 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.
MacBook Pro in full-screen mode displaying App Store Connect Acquisition screen