Looking to grow your App Store audience? Highlight what your users care about.
Custom Product Pages (CPP) let you present your app in a way that speaks directly to each user’s needs. Think of them as tailored showcases of the same app—each one customized for a specific audience or context, highlighting particular features or content.
For example, imagine an app that tracks over 700 delivery services. The first screenshot showcases the most popular services, immediately highlighting what the target audience is searching for on the App Store.
Search for “TNT”:
Search for “Fedex”:
Custom Product Pages (CPP) let you create additional versions of your App Store product page, tailored for specific audiences and surfaced in ads for relevant keyword queries. By aligning each page’s content with user interests, CPPs help boost conversions and lower cost per tap (CPT). This is especially important because Apple uses a formula to estimate your auction costs:
eCPT = TTR * CPT
TTR (Tap-Through Rate) refers to the percentage of users who tap on an ad after seeing it—essentially, the click-through rate for Apple Search Ads.
When your TTR is high, Apple displays the ad for your app at a lower auction price, allowing you to reduce your cost per tap (CPT) while staying competitive. This also brings down your cost per acquisition (CPA). Meanwhile, competitors with higher TTRs may have to bid higher to maintain visibility—giving you a cost advantage.
To maximize this advantage, make sure your pages are highly relevant and tailored to your users’ interests.
Each Custom Product Page has its own unique URL, which can be used across various marketing channels—such as Apple Search Ads, in-app promotions within the App Store, and advertising integrations with other Apple apps. This flexibility allows you to:
This functionality also makes it easy to identify which page performs better, allowing you to adjust advertising strategies or design elements to better meet user needs. Additionally, you can update the metadata of Custom Product Pages—such as text, images, and videos—directly through App Store Connect without needing to modify the main app binary.
Custom Product Pages in Apple Ads are tailored variations of your app’s listing page, featuring customized screenshots, videos, text, and localized content—shown based on specific target audiences or keyword triggers.
Let’s take a closer look:
Limitations. Apple allows a maximum of 35 Custom Product Pages per app in the App Store. Additionally, you can include up to 10 different CPPs within a single ad group of one ad campaign.
Avoid using false information about the app or creatives that violate Apple’s guidelines—such as spammy or misleading ads—when creating Custom Product Pages (CPPs).
To get your Custom Product Pages approved, be sure to follow the App Store Guidelines.
Stick to using approved content and styles exclusively, and carefully review each page before submitting it for moderation.
After approval, link your Custom Product Page (CPP) through your Apple Ads account. In Apple Ads, each CPP is associated with specific keywords or an ad group to deliver the most relevant content to users.
To link your CPP to an ad group, log in to your Apple Ads account and follow these steps:
To link a CPP to a keyword in your Apple Ads account:
You can view analytics in both App Store Connect and your Apple Ads account. Together, these tools provide a comprehensive analysis of your CPP—from advertising performance to in-app user behavior.
App Store Connect analytics:
Use the filter to select the parameters you want to display on the graph.
Apple Ads analytics
The graphs display general statistics on impressions, taps, installs, etc., for the entire ad group. No statistics are provided for CPP pages.
If the CPP was linked to a specific keyword, you can view its performance statistics at the Ads level. To do this, follow these steps:
Successful use and strong performance of CPPs require detailed planning, fine-tuning, and regular analysis of results to avoid mistakes.
Mistake 1. Using overly general or irrelevant CPPs that fail to address the key needs or interests of your target audience.
How to avoid it. Create custom pages that focus on specific topics or features aligned with targeted keywords. Use relevant images, text, and videos that clearly communicate value to the user. Test multiple page variations to identify what works best for different audience segments.
Mistake 2. Improper integration of CPPs into Apple Ads: pages are not properly linked to relevant keywords or audience segments, reducing campaign effectiveness.
How to avoid it. In your Apple Ads settings, carefully select the keywords or ad groups each CPP is linked to, ensuring the content aligns with user intent and expectations. Regularly review and update these associations based on shifts in audience behavior or market trends to maintain relevance and performance.
Mistake 3: Ignoring CPP analytics: failing to monitor key metrics like CTR, conversions, and CPA can result in inefficient use of Custom Product Pages and missed optimization opportunities.
How to avoid it. Regularly monitor analytics using Apple Ads and App Store Connect tools. Focus on key metrics such as CPA (Cost Per Acquisition) and CR (Conversion Rate) to assess how effectively each page performs for its target audience. Implement A/B testing to optimize page elements based on data-driven insights.
Limit on quantity. Apple allows a maximum of 35 active Custom Product Pages per app, which can restrict large campaigns needing extensive segmentation.