Custom product pages: when they are worth it

Custom product pages are worth it when people come to your app for different reasons: from different ads, links or searches. Each page shows its own screenshots, previews and promotional text, and you can have up to 70 of them.

What a custom product page is

An extra version of your App Store page with its own link. You choose its screenshots, app previews and promotional text, in every language you support. Your name, subtitle and icon stay the same.

People only see it when they follow its link, or when you give it keywords so it shows up in search. Everyone else sees your default page.

Where you can use them

• Links: share the page's own URL in emails, social posts or on your website.
• Apple Ads: send ads in search results, on the Search tab and on the Today tab to the page that fits the ad.
• Search: assign keywords from your latest approved app version. People who search them see this page instead of your default page.
• Other ad networks: they can show your custom product pages in ads inside apps and on the web.
• Apple's editors can also use them in stories and collections on the Today, Games and Apps tabs.

When they are worth it

• Your app does several things, and people search for each one. A meditation app can show sleep screenshots for “sleep sounds” and focus screenshots for “focus timer”.
• You run ads for different groups of people and want the page to match each ad.
• You have a seasonal feature or content that fits one country or culture.

When to skip them

• Your app does one thing for one kind of person. Better screenshots on your default page help more.
• You get very few downloads. Apple shows a page's numbers only after at least five first-time downloads from it.

Rules to know

• Up to 70 pages per app.
• Every page needs App Review's approval, but no new app version.
• Give each page its own keywords. A keyword combination should belong to only one page.
• A page can have a deep link that opens a specific screen in your app, on iOS 18 and iPadOS 18 or later.
• Pages show on iOS 15 and iPadOS 15 or later.
• Apple's A/B tests (product page optimization) don't work on custom product pages.

Measure every page

In App Analytics, each page has its own impressions, downloads and conversion rate, plus retention and proceeds per paying user. Compare them with your default page, and keep only the pages that do better.

In Fermium100 you build custom product pages with their own screenshots, link them to keywords and send them to Apple's review, without leaving the app.