App Store custom product pages, and the Google Play version

Apple describes custom product pages as additional versions of your App Store product page, each highlighting a feature or specific content and each with a unique URL to share. You can publish up to 70 for iPhone and iPad, and on each you vary the screenshots, promotional text and app previews: a particular sport, character, show or feature, or seasonal content. The pages are localizable, work for apps on pre-order, and are shown on iOS 15 and iPadOS 15 or later. Everyone else keeps seeing your default page: a custom page is visible only to people who follow its link, or in search if you assign it keywords. Apple reports, on its own page, that developers see an average 2.5 percentage point increase in conversion when they refer people to a custom product page, against a 1.6% average on default product pages; that is Apple’s aggregate, not a forecast for your app.

You need the Account Holder, Admin, App Manager or Marketing role, and the app must be Ready for Distribution in at least one country or region. In App Store Connect, open the app, choose Custom Product Pages in the sidebar and click Create Custom Product Page. Give it a reference name, which is how you will find it in App Analytics, then start from a blank page or copy an existing product page. The unique URL is generated right away. Add your screenshots, previews, promotional text and, optionally, keywords and a deep link, then submit it for review; you can do that independently of an app update. An approved page can be edited later without changing its URL, and a disabled or deleted page redirects visitors to your default page.

You can assign keywords from your latest approved app version to a custom product page, per localization. When someone searches those keywords, the App Store shows that custom page instead of your default one, but only after the page is approved and set to visible. Apple asks that the keywords match the page’s intent and that each keyword combination belongs to a single product page, so a page about one feature does not compete with another. The keywords themselves still come from your 100-character keyword field; see our App Store keywords guide for how to fill it.

Each custom page can carry an app deep link, a universal link or a custom URL: when someone on iOS 18 or iPadOS 18 or later taps Open, the app opens at that content. Apple advises avoiding URL shorteners and redirects, testing the link, for example by pasting it into Notes and tapping it, and notes that the deep link works only after approval. Share the page’s URL wherever the audience is specific: an email about one feature, a social post, a creator’s video description. Apple Ads can use custom product pages for Today tab, Search tab and search results ads, ad networks can pass the page ID to StoreKit-rendered ads, and App Analytics shows impressions, downloads, redownloads and conversion rate per page once it has at least five first-time downloads.

On Google Play you can create up to 50 custom store listings, and each can change the app name, icon, descriptions and graphic assets, while contact details, privacy policy and category stay shared. You pick one audience per listing: users in chosen countries, users who find the app through specific search keywords, churned users, users who have not opened the app in the last 28 days, non-buyers, one-time, repeat or lapsed buyers, ads traffic, pre-registration, or custom audiences. A country can be targeted by only one custom listing at a time. For a link-only listing you set a parameter of lowercase letters, digits and . - _ ~, and the listing lives at the normal Play URL plus &listing= and that parameter. Custom listings are not machine-translated, so add a translation for every language spoken in the countries you target. Create them in Play Console under Grow users, Store presence, Custom store listings.

A custom page is a landing page inside the store; you still need people to reach it. Censuus ranks apps by the real visit traffic they draw, and adding your app is free on the submit page. Sponsorship raises placement and adds a followed link to your website; details are on the sponsor page. For the rest of Apple’s free tools, see how to promote an iOS app, and for Android, how to promote an app on Google Play. We do not promise downloads or store rankings.