Using Custom Product Pages in Apple Ads to Drive Results

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.

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.

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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 70 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.

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.

2. Provide a name for your page — this will help you identify it in the future.

3. 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.
4. Click Create to create a draft of the new page.
5. 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.

2. 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.
3. 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.

2. Select the desired app in the Choose an APP line and click Search Results.

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3. Select the countries or regions in the Choose one or more countries and regions field where the CPP will be used in advertising campaigns.

4. 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.

3. 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.

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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.

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.

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.
4. ‍Limit on quantity. Apple allows a maximum of 70 active Custom Product Pages per app, which can restrict large campaigns needing extensive segmentation.