Custom product pages (App Store)

A custom product page is visible only through its unique link, or in App Store search if you assign keywords to it. Otherwise the default product page is shown. Pages are localizable and can be shared through a URL, so an ad, a website button or a campaign can send each audience to the page that matches its message.

• Requires iOS 15 or iPadOS 15 or later.
• Each page must be approved by App Review before it is visible. Metadata can be submitted independently of an app version.
• Screenshots, previews, promotional text and keywords cannot be changed while the page is under review. Withdrawing the submission makes it editable again.
• Metrics appear in App Analytics after the page receives at least five first-time downloads.

Apple states that developers see a 2.5 percentage point conversion increase on average when referring people to a custom product page, compared with a 1.6% average on default product pages. Treat that as Apple's published average, not a prediction for your app.

A hypothetical habit tracker could build one page for runners (screenshots of workout streaks), one for students (study routines) and one for a seasonal campaign. Each page links from the matching ad.

A custom page serves a chosen audience. Product page optimization instead splits default-page traffic to find a winner. The two are not combined: product page optimization is not available for custom product pages.

Measure the result as conversion rate in App Store Connect, and use the keyword research guide to choose the keywords you assign.

Pair a campaign page with an In-App Event to promote a dated happening.

Today tab ads use these pages; see Apple Ads. Campaign traffic appears in traffic sources.