Custom Product Pages (CPP)
Custom Product Pages let you create up to 35 alternate versions of your App Store listing, each with its own screenshots and preview video, to link from specific marketing campaigns or audiences.
A Custom Product Page shares your app's core metadata (name, subtitle, keyword field, description) but lets you swap the screenshots and preview video for a specific audience or campaign. A fitness app might run one CPP emphasizing weight loss for a diet-focused ad campaign and another emphasizing strength training for a gym-audience campaign, each with its own unique URL.
CPPs are not eligible for Product Page Optimization testing themselves, and they don't create new keyword indexing opportunities since the underlying metadata is shared with the default page. Their value is matching creative to the intent of the traffic source that sent the visitor, which improves conversion for that specific channel.
Up to 35 Custom Product Pages are allowed per app, though most apps get meaningful value from a handful tied to their actual distinct campaigns or audience segments rather than using anywhere near the full allowance.
Frequently asked questions
- Do Custom Product Pages help my organic keyword ranking?
- No. They share the same indexed metadata as your default page, so they don't add keyword coverage. Their benefit is conversion on the specific traffic you route to them, not discoverability.
- Can I A/B test a Custom Product Page?
- Not with Apple's native Product Page Optimization tool — CPPs are excluded from PPO tests. Any comparison of one CPP's performance against another has to be done manually through App Store Connect analytics, tracking each page's own URL.
Related terms
- Product Page Optimization (PPO)Product Page Optimization is Apple's native App Store Connect A/B testing tool, letting you run up to three alternate treatments of your icon, screenshots, and preview video against your default page for up to 90 days.
- App Preview VideoAn app preview video is a short, auto-playing (muted) video on the App Store product page and in some search placements, used to demonstrate the app in action and improve conversion.
- App Store Conversion RateApp Store conversion rate is the share of users who see your app's listing in search or browse and go on to install it, and it now carries as much ranking weight as metadata relevance in most categories.
Browse the glossary
Put this into practice
Score App Store keywords by popularity and difficulty across 109 storefronts — the numbers behind custom product pages (cpp).
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