Custom product pages
Custom product pages are alternate versions of your App Store listing — up to 35 per app — each with its own screenshots, preview video and promotional text, reachable by a unique URL. You point a specific audience at a specific page, so a campaign about your budgeting feature lands on a listing that leads with budgeting instead of your generic homepage. They typically lift conversion for targeted traffic because the page matches the promise that brought someone there. Google Play's custom store listings do the same job with different targeting rules.
What it does
Audience mapping
Works out which of your traffic sources deserve their own page, based on volume and how far each source's promise sits from your default listing.
Per-page creative and copy
Drafts screenshots captions and promotional text per page so each one leads with the feature that audience was promised.
Search Ads alignment
Pairs custom pages with Apple Search Ads ad groups so a keyword-specific ad lands on a keyword-specific page.
Ongoing maintenance
Keeps pages in step with product changes and retires ones whose conversion has fallen behind the default listing.
What the agent handles for you
- Identifies traffic sources where a dedicated page would likely outperform the default listing.
- Drafts and submits custom product pages for review.
- Monitors per-page conversion and flags underperformers.
- Maps campaign URLs to the right page as campaigns change.
When a custom page is worth building
| Traffic source | What the page should lead with | Worth it when |
|---|---|---|
| Search Ads keyword group | The feature matching that keyword | The ad group has meaningful spend |
| Paid social campaign | The exact hook used in the creative | Campaign runs longer than a few weeks |
| Influencer or partner link | The use case they demonstrated | The partnership drives real volume |
| Seasonal promotion | The offer and its deadline | The promotion repeats annually |
| A specific feature launch | The new feature | You are actively marketing it |
The limit of 35 sounds generous and is rarely the binding constraint. The real constraint is maintenance: every page you create is another thing that goes stale when the product changes. Build pages for traffic sources that persist, not for one-off experiments.
What you can and cannot change
- Can change: screenshots, app preview videos, promotional text.
- Cannot change: app name, subtitle, keyword field, icon, description, price, in-app purchases.
- Because the indexed fields are fixed, custom pages never affect your search ranking.
- Each page needs App Review approval, so plan a few days before a campaign launch.
The Google Play equivalent
Google Play offers custom store listings, which serve different metadata based on country, language, install state or the referrer that brought the user in. The targeting model is broader than Apple's URL-based approach, and unlike Apple you can vary the description too — which does affect keyword coverage in that locale.
The practical implication is that on Android, a custom listing is both a conversion and a ranking tool, so the two stores warrant genuinely different strategies rather than a copied one.
Frequently asked questions
How many custom product pages can you have?
Apple allows up to 35 custom product pages per app, each with its own unique URL, screenshots, preview videos and promotional text.
Do custom product pages help ASO ranking?
No. The indexed fields — app name, subtitle and keyword field — cannot be changed on a custom page, so they influence conversion for targeted traffic rather than search ranking.
Do custom product pages need App Review approval?
Yes. Each page goes through review before it can go live, so allow a few days between creating a page and launching the campaign that points at it.