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Using Custom Product Pages in Apple Ads to Drive Results

Paid User Acquisition
App Store Optimization
Jul 8, 2025

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”:

What are Custom Product Pages

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:

  1. Direct users to a specific, tailored product page via ads or promotional links.
  2. Analyze performance metrics for each page individually—such as page views and conversion rates (how many users downloaded the app after viewing the page).

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.

Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Word
Frequency in service
Qimai(China)*
AppTweak
Mobileaction
Appfollow
课程 (course)
5387 (high)
56 (mid)
5 (low)
34 (mid)
外语 (foreign language)
5699 (high)
35 (mid)
5 (low)
34(mid)
播放 (play)
5496 (high)
35 (mid)
5 (low)
35 (mid)
*Search index in China provided by Qimai and based on multidimensional calculations such as search results, downloads and relatable keywords.
App Store
Google Play
1. Icon impact on user choice
Important, but not more than a video with screenshots, as they take up most of the screen
Icon is displayed with several other icons in search results, and therefore it has the greatest impact on the user's choice
2. Icon localization
1 icon for all locales
Can be localized for each country
3. Screenshots quantity, orientation
From 1 to 10, any orientation
From 2 to 8, any orientation
4. Screenshots the most important are the ones that are visible before you start scrolling
  • Vertical screenshots: 3 are visible
  • Horizontal screenshots: only the first one is visible
  • Vertical screenshots: 4 are visible
  • Horizontal screenshots: only the first one is visible
5. Screenshots size
Large — the content is legible
Much smaller — the captions are quite illegible
6. Video quantity
Up to 3
One video that must be uploaded to YouTube
7. Video orientation
Any orientation
Horizontal orientation prioritized
8. Video autoplay
Plays automatically for 30 seconds without sound
You need to click on it to play
9. Application cover
Displayed on the application and developer pages
There is no cover
10. Graphics update
After release only
Whenever

Custom Product Page Variants and Usage Rules

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:

  1. Screenshots — can be modified to show key features or visual content that best suits the interests of the target audience. Recommendation: use 3 to 5 screenshots to effectively showcase the app’s core functionality.
  2. App Previews — short videos with screenshots that demonstrate the app’s functionality without fictional or exaggerated effects. Recommended video length: 15 to 30 seconds.
  3. Promotional Text — Unique messages placed above the app description to highlight specific benefits or promotions tailored to different user groups. Character limit: up to 170 characters.
  4. Content localization means adapting screenshots, video previews, and texts to fit the language and cultural preferences of different regions.

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.

Device or context
Icon size
iPhone
60x60 pt (180x180 px @3x)
60x60 pt (120x120 px @2x)
iPad Pro
83.5x83.5 pt (167x167 px @2x)
iPad, iPad mini
76x76 pt (152x152 px @2x)
App Store
1024x1024 pt (1024x1024 px @1x)
Source language
Target language
How much longer (+) or shorter (–) the text in the target language is
English
French
21.18%
English
Spanish
19.52%
English
Italian
17.91%
English
Deutsch
16.67%
English
Dutch
13.80%
English
Portuguese (Portugal)
14.29%
English
Portuguese (Brazil)
12.96%
English
Polish
9.33%
English
Russian
9.11%
English
Czech
3.70%
English
Arab
–6.25%
English
Japanese
–39.68%
English
Korean
–44.04%
English
Chinese (Simplified)
–61.97%
English
Chinese (Traditional)
–63.80%
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

How to Set Up CPP in the App Store Connect

Section «Custom Product Pages» 

  1. Sign in to your App Store Connect account.
  2. In the left pane, go to the Growth & Marketing subsection and click Custom Product Pages.

Creating a new page

  1. Click the Create Custom Product Page button.
  1. Provide a name for your page — this will help you identify it in the future.
  1. In the Copy Existing Product Page field below, select the product page you want to use as a template for your new page. You can either start from scratch or copy an existing page from a different app version or one of your custom pages.
  2. Click Create to create a draft of the new page.
  3. Upload unique images, videos, and text that are relevant to the topic.

Editing a Page

  1. The new page will inherit the same screenshots, video preview, and ad copy as the original version of the app.
  2. Take note of the unique URL automatically generated for this page—you can use it in future campaigns.
  3. Add new elements as needed.

Submitting for Review

  1. Click Add for Review.
  1. In the General section, go to App Review where you can submit your Custom Product Page (CPP) for review. After submission, the CPP must pass the review process, and you’ll see a verification status update. This process typically takes about 24 hours.
  2. Once the verification is approved, the page status will automatically update to Approved. You can now access the page via its unique URL.

Publishing a Page

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:

  1.  Click Create campaign.
  1. Select the desired app in the Choose an APP line and click Search Results.

  1. Select the countries or regions in the Choose one or more countries and regions field where the CPP will be used in advertising campaigns.
  1. Go to the Ad — Custom Ad subsection, click Create Ad. All available CPP will then be pulled from the console for selection.

To link a CPP to a keyword in your Apple Ads account:

  1. Go to the desired campaign and select the Ad Group, then select the keyword to which you plan to link CPP.
  2. Click Ads — Create ad.
  1. In the settings window:
  • Enter the name of the ad;
  • select the desired Custom Product Page (2) or enter a unique CPP URL (3);
  • click Save.

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:

  1. Sign in to the App Store Connect and your account.
  2. Open the Analytics section.
  3. Select the desired app from the list of your apps.
  4. In the top menu, select the Metrics tab. In the filters panel on the left, find the By Product Pages option in the drop-down menu. Select the desired Custom Product Page from the Active list.

Use the filter to select the parameters you want to display on the graph.

Apple Ads analytics

  1. Go to your Apple Ads account and sign in.
  2. In the Campaigns section, locate the campaign that is linked to your Custom Product Page.
  3. Go to Ad Groups.
  4. Find the Charts tab at the top of the Ad Group page.

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:

  1. Go to Apple Ads and sign in to your account.
  2. In the Campaigns section, find the campaign to which the custom page is linked.
  3. Go to Ad Groups. 
  4. Click on the keyword to which the CPP page is linked and get statistics in the Ads section.

 

Device
Spotlight icon size
Settings icon size
Notification icon size
iPhone
40x40 pt (120x120 px @3x)
29x29 pt (87x87 px @3x)
38x38 pt (114x114 px @3x)
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
iPad Pro, iPad, iPad mini
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
Search term
Translation
SAP* English (U.S.)
SAP* English (U.K.)
truck games
games with trucks
62
39
lorry games
games with trucks
32
jail games
prison games
29
8
prison games
prison games
32
24
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.
Google Play
App Store
What can be tested?
  • Short description
  • Long description
  • Icon
  • Feature graphics
  • Screenshots
  • Videos
  • Screenshots
  • Videos
  • Icon (has to be uploaded to the build*)
Number of simultaneously running tests
5 tests (each test is valid within a single country.

You can choose a default country test (details below): then it will run in all countries where there are no localized graphical or textual materials.
1 test (the test can be immediately extended to all countries where the application is available or opt for specific countries as needed)
The number of test variants that can be tested with the current version in the store
Compared with a maximum of 3 new variants
Can a test be launched while another item is under review?
Yes
No
Mandatory formats for screenshots uploaded to the store
6.5
  • 6.5
  • 5.5
  • 12.9 (if there is an iPad version)
*Build – is a new version of the application. Updating the icon is only possible when updating the application version in the store. In other words, the term "build" refers to a specific version or variant of the application that is ready to be downloaded and installed on the users' devices. It contains all the necessary files and data for users to install and use the application.
More about optimizing graphic elements in the App Store and Google Play can be found in the article 'Graphics in Mobile App Promotion in the App Store and Google Play (ASO) – How to Optimize Graphic Elements.'

Frequent Mistakes and How to Avoid Them When Using CPP

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.

Device size or platform
Screenshot size
Requirement
Screenshot source
6.5 inch (iPhone 13 Pro Max, iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)
1284 x 2778 pixels (portrait)2778 x 1284 pixels (landscape)1242 x 2688 pixels (portrait)2688 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 6.5-inch screenshots
5.8 inch (iPhone 13 Pro, iPhone 13, iPhone 13 mini, iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X)
1170 x 2532 pixels (portrait)2532 x 1170 pixels (landscape)1125 x 2436 pixels (portrait)2436 x 1125 pixels (landscape)1080 x 2340 (portrait)2340 x 1080 (landscape)
Required if app runs on iPhone and 6.5 inch screenshots are not provided
Default: scaled 6.5-inch screenshotsAlternative: upload 5.8-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
1242 x 2208 pixels (portrait)2208 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 5.5-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (3rd generation) screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (2nd generation) screenshots
Price
Traffic Source (Self Reporting Networks)
Facebook
Google
X (Twitter)
Apple Search Ads
Cohort reports
Impression tracking
Audience segmentation
At extra charge
Custom Dashboards
Custom Reports
At extra charge
Advertisement Cost
DAU/MAU (Stickiness)
Raw Data Export
At extra charge
At extra charge
At extra charge
API Reporting
Search term
Translation
SAP* French
SAP* French (Canada)
soldes
sale
25
5
aubainerie
sale
14
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Advantages and Disadvantages of Using Custom Product Pages

Advantages of using CPPs:

  • Higher conversion rates — CPPs allow you to customize pages and custom-tailor them to your audience, which increases relevance and conversion.
  • Reducing CPI by increasing relevance.
  • More control over the ads that users see.
  • Audience segmentation — you can create pages for specific countries, regions, or even demographic groups.
  • Testing strategies — allows you to analyze the effectiveness of various creatives, features, and messages.
  • Quick content updates on pages, all without updating the application itself, thus saving time and resources.
  • A unique URL allows you to track the effectiveness of each page through analytics.
  • Linking a page to a specific keyword increases the effectiveness of advertising, optimizes costs, and gives you a competitive advantage.

Disadvantages of using CPPs

  1. Expenditure of resources. Creating high-quality creatives and content for each CPP demands significant time and effort, including writing detailed briefs for designers and producing tailored assets. The costs of developing and maintaining multiple custom pages can be substantial.
  2. Complexity of analytics. Distinguishing CPP conversions between paid ads and organic traffic can be challenging, complicating performance analysis. There’s also a risk of data overlap or confusion between Apple Ads metrics and organic downloads.
  3. Category limitations. Not all app categories benefit equally from CPPs. Highly specialized or niche apps may see less impact from custom pages compared to broader market segments.

Limit on quantity. Apple allows a maximum of 35 active Custom Product Pages per app, which can restrict large campaigns needing extensive segmentation.

Device
Icon size
iPhone
180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro
167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini
152px × 152px (76pt × 76pt @2x)
App Store
1024px × 1024px (1024pt × 1024pt @1x)
Icon format
PNG
Color models
sRGB or P3 (see "Color Management")
Layouts
Aligned without transparency
Sizes
Shape
Square without rounded corners
All the current requirements for icons are specified in the specification.

Icon format
32-bit PNG (with alpha channel)
Color models
512 х 512 pixels
Layouts
1024 КБ
Sizes
square, without rounding and shadows (Google automatically rounds the corners and adds shadows)
All the current requirements are specified in the specification.

Traffic
Popularity
Keyword
1
385 585
99
instagram
2
325 480
98
whatsapp
3
201 485
95
telegram
4
177 737
94
facebook
5
119 067
91
tik tok
6
92 427
90
ifood
7
80 473
87
tinder
8
69 379
87
capcut
9
65 120
87
nubank
10
64 602
86
uber

Traffic
Popularity
Keyword
Translate (EN)
1
233 158
99
snapchat
snapchat
2
209 668
98
instagram
instagram
3
114 577
94
tik tok
tik tok
4
92 500
93
telegram
telegram
5
70 286
91
facebook
facebook
6
59 302
90
tinder
tinder
7
51 352
89
whatsapp
whatsapp
8
42 468
87
youtube
youtube
9
36 646
86
tiktok
tiktok
10
36 420
86
messenger
messenger

Traffic
Popularity
Keyword
Translate (EN)
1
243 626
99
instagram
instagram
2
122 131
95
snapchat
snapchat
3
74 161
91
tik tok
tik tok
4
67 431
91
whatsapp
whatsapp
5
55 634
89
reddit
reddit
6
40 775
87
youtube
youtube
7
39 319
87
tinder
tinder
8
37 889
87
facebook
facebook
9
37 600
86
telegram
telegram
10
26 225
84
brawl stars
brawl stars

Traffic
Popularity
Keyword
1
123 159
99
instagram
2
91 584
97
snapchat
3
52 253
93
facebook
4
28 524
89
tik tok
5
25 788
88
reddit
6
23 972
88
youtube
7
23 005
88
tinder
8
20 257
87
whatsapp
9
17 652
86
messenger
10
14 431
84
discord

Traffic
Popularity
Keyword
Translate (EN)
1
96 271
99
인스타그램
Instagram
2
66 339
97
vpn
vpn
3
47 883
94
카카오톡
KakaoTalk
4
40 069
93
유튜브
YouTube
5
39 041
93
배달의민족
Delivery ethnicity
6
33 538
92
x
x
7
32 794
92
트위터
Twitter
8
29 047
90
쿠팡플레이
Coupang Play
9
21 262
89
네이버
Naver
10
18 882
88
티빙
Tibing

Traffic
Popularity
Keyword
1
144 520
99
instagram
2
102 720
97
snapchat
3
70 760
94
facebook
4
45 775
91
tik tok
5
26 665
88
youtube
6
25 880
87
reddit
7
24 777
87
tinder
8
21 923
86
whatsapp
9
21 702
86
messenger
10
15 312
84
spotify

Traffic
Popularity
Keyword
Translate (EN)
1
38 906
98
телеграм
telegram
2
24 281
95
telegram
telegram
3
20 773
93
бравл старс
brawl stars
4
17 750
91
пабг
YouTube
5
16 308
91
дія
Delivery ethnicity
6
15 075
91
tik tok
x
7
12 534
90
instagram
Twitter
8
11 554
89
вайбер
viber
9
11 418
89
brawl stars
brawl stars
10
11 205
89
viber
viber
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