Short answer: a custom product page is an extra version of your App Store page with its own screenshots, app previews, promotional text and, if you want, keywords. Apple lets you publish up to 70 of them per app. Apple supports sharing these URLs in social advertising, but first confirm that your Meta objective and account support the destination and any StoreKit integration preserves the page identifier. Test the actual ad link on an eligible device. Where supported, match the page to the ad’s message and judge downstream cost per conversion and revenue, not store conversion rate alone.
Page Contents
What is a custom product page?
It is an alternative App Store product page with its own unique URL. According to Apple’s App Store Connect help, each page can have different screenshots, app previews, promotional text and keywords, can be localized, and works on iOS 15 and iPadOS 15 or later. Those are the page-specific fields Apple documents; a custom product page is not a separate app listing.
Two facts that older guides get wrong:
- They can appear in search. A custom product page is shown to people who follow its link, or in App Store search results if you assign keywords to it. Apple also says custom pages can be featured in editorial stories or collections on the Today, Games and Apps tabs; they are not exclusively paid landing pages.
- The limit is 70, not 35. Apple’s custom product pages page now allows up to 70 additional versions of your product page.
Each page has to pass App Review before anyone sees it, and Apple says you can submit it independently of an app update. On iOS 18 and iPadOS 18 or later you can also attach a deep link, so people who tap Open on that page land on specific content in your app.
Why do custom product pages matter for Meta ads?
Because the ad makes a promise and the store page either keeps it or breaks it. If an ad sells your app’s meditation feature and the default page opens on workout tracking, some of the people who tapped will leave. A page that continues the ad’s message gives them less reason to.
Apple puts a number on it: on its custom product pages page, Apple says developers see a 2.5 percentage point increase in conversion rate on average when they send people to a custom product page, against a 1.6% average on default pages. The page does not disclose the sample or comparison method. This is an App Store page comparison, not a Meta campaign result or an Apple Ads (formerly Apple Search Ads) tap-through conversion benchmark, and it is not a forecast for your app.
There is also an auction reason. Meta’s estimated action rates are its prediction of whether showing your ad to someone leads to the result you optimize for. That makes downstream conversion worth testing, but a custom page does not guarantee a lower auction price or more delivery. More on how that works in how Meta’s ad auction works.
Which pages should you build first?
Mirror your creative, not your org chart. The useful unit is the creative direction: a distinct reason to install, such as a use case, a feature, a pain point or an audience. Build a page for each direction that is getting meaningful spend, and leave everything else on the default page.
Some ways to cut it: – Use case: a fitness app with separate pages for weight loss, strength and yoga. – Feature: an AI feature for one direction, social features for another. – Tone: a problem-aware page for pain-point ads, an aspirational page for transformation ads. – Season: a New Year page while those ads run.
Tone matters more than it looks. Tactile Games’ CMO said on the Mobile User Acquisition Show that most competing ads were funny or cute, so Lily’s Garden explored sadness, anger and anxiety instead. If your ads take an emotional angle like that, check whether generic cheerful screenshots still match what the ad promises. The interview supports emotional differentiation in creative; it does not report a custom-page experiment.
Don’t build 70 pages because you can. More pages can leave each with too little traffic for a reliable comparison. Start with your biggest directions and add pages as new directions earn spend. If you are unsure what counts as a new direction versus a variant of an old one, see creative concepts versus variants.
How do you set one up in App Store Connect?
Per Apple’s help page, your app must be Ready for Distribution in at least one country or region, and you need the Account Holder, Admin, App Manager or Marketing role. Then:
- In Apps, select your app and click Custom Product Pages in the left sidebar.
- Click Create Custom Product Page (or the + button if you already have one).
- Give it a reference name, which is how it shows up in App Analytics. Name it after the creative direction so it maps to your Meta ads.
- Start from a blank page or copy an existing product page, then click Create. The unique URL is generated on this screen.
- Change screenshots, app previews and promotional text. For search visibility, select keywords from the latest approved app version; add an optional deep link if appropriate.
- Submit it for review.
Make the opening screenshots communicate the same benefit as the ad. Editing an approved page later keeps its URL, so your ads don’t need new links.
How do you connect a custom product page to Meta ads?
Apple documents sharing the unique URL in social ads. That does not establish which field or objective supports it in your current Meta account. Confirm destination support in the campaign setup before treating this as a working App Promotion integration.
Apple’s explanation of partner integration says StoreKit-rendered ads need the marketing partner to support the custom page identifier; without support, the default page can appear. After approval, test the actual ad destination on an eligible iPhone or iPad, including any in-app store view. A disabled or deleted custom page also falls back to the default. Do not allocate budget until the intended page opens.
Keep it simple to read: – Point every ad in a direction at that direction’s page. – Keep enough ads in each ad set for Meta to choose between, typically at least about 8. Grouping ads by direction is fine; there is no fixed rule for how many ad sets you need. See how many creatives to put in a Meta ad set. – Change one thing at a time. If you swap the ads and the page in the same week, you won’t know which one moved the result.
How do you measure whether a page worked?
Start in App Analytics. Apple makes custom-page analytics available once the page has at least five first-time downloads, including page views, downloads and conversion rate, and lets you compare retention and average proceeds per paying user against your default page. Two cautions:
- A page can receive traffic from multiple channels. Use source filters where available, or separate pages for Meta and Apple Ads to simplify interpretation. Page comparisons still reflect different traffic mixes unless the test controls for them.
- Store conversion rate is not the goal. A page that over-promises can lift installs and still bring people who don’t stay or pay. Judge it on your Meta cost per conversion for the event that matters to you, and on retention and revenue.
Keep a record of which ads use each page and reconcile attribution windows, dates and mature cohorts across reports. Meta also supports eligible Aggregated Event Measurement; iOS reporting is not all SKAdNetwork. A higher page conversion rate is not by itself proof that the page caused better campaign results. For the measurement side, see what SKAdNetwork is and how it works.
What are the common mistakes?
New background colors with the same message is not message match; match the ad’s promise, feature or emotional angle. And when a direction’s ads change, check its page still matches.
Frequently asked questions
How many custom product pages can an app have? Up to 70 per app, according to Apple. Each has its own URL and can be localized.
Do custom product pages show up in App Store search? Apple supports search visibility through assigned keywords from your latest approved app version. Custom pages can also be reached by their links or featured in editorial stories and collections.
Do custom product pages need App Review? Yes. Every page must be approved before it is visible, and Apple says you can submit it without an app update. Edits to an approved page go through review too, and the URL stays the same.
Can you use the same custom product pages for Meta and Apple Ads? Apple supports custom pages across marketing channels, but confirm support in your Meta setup and test the destination first. Source filters or separate pages can help distinguish traffic; separate pages alone do not make the comparison a controlled test.
