How to set up custom product pages
Follow these steps in order. Each one is something we do on client work.
- Pick audiences. Each ad campaign or use case.
- Create a page in App Store Connect. Choose screenshots, previews and promotional text.
- Match the ad. Same message and visuals.
- Use the unique URL. Link it from ads or campaigns.
- Measure in App Analytics. Conversion per page.
- Refresh regularly. Retire weak pages.
Key rules and context
What can change. Screenshots, app previews and promotional text. The name, subtitle, icon and description stay the same (Apple: Custom product pages).
Uses
- A page per feature for ads.
- A page per audience (students, teams).
- Seasonal campaigns.
- Search: Apple now lets you link custom product pages to keywords.
Set up. App Store Connect > Custom Product Pages > Create. Add assets, submit for review, then use the URL or assign keywords.
Measuring. App Analytics reports impressions, downloads and conversion per page. Compare with the default page tested via PPO.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say FitFlex runs ads for yoga and for weights. We'd make one custom product page per audience, with screenshots for that use case, and link each ad to its page.
Common mistakes
- Same screenshots as default. Pointless.
- Not linking ads. No traffic.
- Too many pages. Hard to manage.
- Never measuring. No learning.
If you want this handled for you, our pricing page lists every fixed package.
Native testing tools compared
Use the store's own test tool before any third-party guesswork.
| Apple product page optimization | Google Play store listing experiments | |
|---|---|---|
| What you can test | Icon, screenshots, previews | Graphics and text (icon, screenshots, descriptions) |
| Variants | Up to 3 treatments vs original | Up to 2 variants vs current listing |
| Localization | Treatments can be localized | Run per language (localized experiments) |
| How winners are judged | Estimated conversion lift with confidence | Performance vs current listing over the test |
App Store text fields and their limits
These are the limits App Store Connect enforces today. Plan your copy against them before you write a word.
| Field | Limit | Notes |
|---|---|---|
| App name | 2–30 characters | Shown on the product page and in search |
| Subtitle | 30 characters | Appears under the name |
| Keywords | 100 bytes | Comma-separated, each keyword more than two characters; don't repeat app or company name; no other app or company names |
| Promotional text | 170 characters | Above the description; can change without a new submission |
| Description | 4,000 characters | Plain text, no HTML |
| What's New | 4,000 characters | Required for every version after the first |
How we measure the result
For custom product pages, success is measured on conversion, not looks. App Analytics reports product page views and conversion rate, and product page optimization tests show estimated lift per treatment. We change one element at a time and note the date so the result can be traced to that change.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Audiences chosen
- Pages created
- Messages match ads
- URLs in campaigns
- Analytics tracked
Sources
- Apple: Custom product pages (accessed 26 October 2026)
- Apple: Product page optimization (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
Questions
How many custom product pages can I make?
Up to 70.
Can I change the icon?
Icon variants from the binary may be allowed.
Do they need review?
Yes.
Do they appear in search?
They can, when linked to keywords.
Can you design them?
Screenshot sets yes, via Screenshots A/B.
What can I change on a custom product page?
Screenshots, app previews and promotional text, per Apple's custom product page docs.