Custom product pages on the App Store

Overview

You can publish up to 35 additional versions of your product page on the App Store for iPhone and iPad. Vary the screenshots, promotional text, and/or app previews on each product page to showcase specific features or content. Highlight a particular sport, character, show, or gameplay feature — even seasonal or culturally relevant content. Share your custom product pages with different audiences through unique URLs, and use them within Apple Ads campaigns to promote your app on the App Store. Custom product pages can also appear in relevant search results. Apps that are available for pre-order can also use custom product pages.

Configuring in App Store Connect

You can create your custom product pages in App Store Connect, where you’ll start with either a blank page, or a copy of your default product page. Add your customized screenshots, promotional text, and app previews for any of your page’s localizations. You can also assign keywords to your custom product page to make them even more discoverable. This lets your custom product page appear in search results for those selected keywords, rather than your default product page. When assigning keywords, ensure the keywords you select match the intent of your custom product page and that each keyword combination is unique to a single product page.

You can also assign a deep link for each of your custom product pages. When you add a deep link, people who tap to open your app from your custom product page will be taken to a specific destination in your app. Deep links for custom product pages are supported in iOS 18 and iPadOS 18, or later.

Any metadata included in your custom product pages must be submitted for review, which you can do independent of an app update. For a smooth review experience, make sure your screenshots and app previews follow the specifications, and that all metadata follows the App Review Guidelines. To automate metadata upload and submission for your custom product pages, you can use the App Store Connect API.

• Configure custom product pages in App Store Connect
• Create product pages in App Store Connect

Promoting custom product pages

In your communications

Share a custom product page by including its unique URL in your communication channels, such as social media ads or promotions. For example, you can promote a sports team in an email campaign and link to the custom product page that highlights that team. The unique URL adds a new product page ID parameter to the default product page URL.

Custom product pages can appear in editorially curated stories and collections on the Today, Games, and Apps tabs. They can also be used to create Search tab ads and search results ad variations on the App Store with Apple Ads. But they won’t appear in standard search results when someone searches for your app or game on the App Store.

In apps and on the web

Advertising networks can also use custom product pages in StoreKit-rendered ads that appear in apps and on the web. They’ll use the custom product page ID as the customProductPageIdentifier with SKOverlay, or as the SKStoreProductParameterCustomProductPageIdentifier with SKStoreProductViewController.

On the App Store with Apple Ads

Apple Ads supports custom product pages, allowing you to create ads that appear on the App Store — including those that display on the Today tab, Search tab, and at the top of search results — that lead people to a particular page. And you can include a deep link in the custom product page used in your ad to quickly direct people to the exact place you want in your app. You can also create ad variations for search results based on different custom product pages, each with assets tailored for specific audiences, feature launches, or seasonal promotions.

Find out how these developers have used custom product pages with Apple Ads to get higher tap-through and conversion rates, lower cost-per-install, and other performance improvements:

• Babbel
• Cashrewards
• Facetune
• HelloFresh
• Norton 360
• Petit BamBou
• Pillow
• Rocket Money
• tiket

Measuring success

Once your custom product pages are live, you can measure their performance in App Analytics in App Store Connect. On the Acquisition tab, you’ll see product page impressions, downloads, redownloads, and conversion rates to understand how effective each page is at encouraging app downloads. You can also:

• Find out if people who downloaded your app from a custom product page stay engaged longer or spend more on In-App Purchases.
• View retention data and average proceeds per paying user for each custom product page.
• Compare the performance of your custom product pages against your default product page.