What are Custom Product Pages?
Apple's Custom Product Pages (CPPs) allow developers to publish up to 35 custom App Store pages per application. Each page features tailored screenshots, preview videos, and promotional text while preserving the base app title, icon, and ratings.
Apple CPP vs Google Play CSL
| Feature | Apple App Store (CPP) | Google Play Store (CSL) |
|---|---|---|
| Max Active Pages | 35 pages | 50 pages |
| Customizable Fields | Screenshots, Preview Videos, Promo Text | Title, Icon, Short Desc, Full Desc, Screenshots, Feature Graphic |
| Targeting Mechanism | Unique URL parameter & Apple Search Ads | Country, URL parameter, Google Ads campaigns |
| Review Required? | Yes (Fast review) | Yes |
Apple Search Ads Alignment
By pairing specific Apple Search Ads keyword clusters with matching CPP visual assets, you eliminate conversion drop-off.
Example: Multi-Feature Fitness App
- Keyword Cluster:
calorie counter, meal planner - CPP Hero Screenshot: Macro nutritional food scanner in action.
- Conversion Lift: +32% Tap-to-Install (TTI).
- Keyword Cluster:
hiit workout, home gym - CPP Hero Screenshot: High-intensity timer and workout log.
- Conversion Lift: +28% Tap-to-Install (TTI).
Measuring Conversion Lift
App Store Connect provides native analytics for each CPP:
- Impressions and Product Page Views
- First-time Downloads and Redownloads
- Conversion Rate vs Default Product Page baseline
CPP Launch Checklist
- Group top paid keywords into 3β5 core thematic clusters.
- Design 3β5 dedicated screenshot sets reflecting the specific user intent.
- Create CPP entries in App Store Connect with custom promotional text.
- Submit for review without bundling an app binary release.
- Link custom URLs to Apple Search Ads ad groups or Meta/TikTok campaign deep links.
