App Store Custom Product Pages: 2026 Guide to Previews, Links and Keywords

A custom product page is another version of your App Store page, with its own previews, screenshots and promotional text, and its own address. An ad about one feature can land on a page about that feature, instead of the page written for everyone.

Apple explains them across a marketing page and an App Store Connect help page. This guide reads both as they stood on 22 October 2026, adds Apple's page on product page optimization, which is often confused with them, and puts the rules in the order you meet them. Everything below is from Apple's pages unless it says otherwise.

We are a small studio that makes App Store previews. The last section says how we work; everything before it stands on its own.

The short answer

What a custom product page is

"Publish additional versions of your App Store product page, each of which highlights a feature or specific content from your app and has a unique URL to share."

Apple, Custom product pages

Apple's help page gives the limit: "Create up to 70 custom product pages per app on the App Store to highlight features or specific content." They are for iPhone and iPad apps; Apple says they "are available on the App Store on iOS 15 and iPadOS 15, or later", and that "Apps that are available for pre-order can also use custom product pages."

To create one, your app needs "the Ready for Distribution status in at least one country or region".

Apple's marketing page puts a figure on the result: "Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages." That is Apple's average across developers, not a promise for any one app.

What each page can change

"Each custom product page can include different screenshots, previews, promotional text, and keywords, and is localizable and shareable through a unique URL." Apple's marketing page puts it as varying "the screenshots, promotional text, and/or app previews on each product page".

The last row is a reading of Apple's lists, which name only the elements above. To test a different icon, use product page optimization, described below.

Previews and screenshots on each page

Apple asks you to "make sure your screenshots and app previews follow the specifications, and that all metadata follows the App Review Guidelines". There is no separate size or length for a custom page: a preview is 15 to 30 seconds at the same accepted sizes as on the default page. Those rules are in Apple's app preview specifications and screenshot specifications, and in our App Store preview requirements guide.

When you build a page, you can start "with either a blank page, or a copy of your default product page". A copy takes "the product page for your primary localization", and you change what you need. You can also "click Browse Assets to use approved, compatible images and videos from Asset Library", so a preview already approved elsewhere can be reused.

What this means in practice: a page about one feature should open on a preview about that feature. Apple's specification page says "App previews always appear before screenshots on iPhone, iPad, Mac, and Apple TV", so the preview is the first thing someone arriving from your ad sees, and by default it plays muted.

Who sees which page

Apple is precise about this: "Custom product pages are only visible to people if they follow a custom product page link, or if you choose to make your custom product page visible in App Store search results by adding keywords. Otherwise, your app's default product page displays to all customers on the App Store."

"The unique URL adds a new product page ID parameter to the default product page URL." Apple's examples of where to share it include "social media ads or promotions" and an email campaign. Pages "can appear in editorially curated stories and collections on the Today, Games, and Apps tabs" too, which is Apple's choice, not yours.

Keywords and search

"You can assign keywords from your latest approved app version to a custom product page. This directs customers to your custom product page when they search those keywords, rather than your default product page."

• Keywords are chosen from those in your latest approved app version, so a page cannot add new ones.
• The page "is searchable only after it's approved and set to visible."
• Apple's tip: "select a unique set of keywords for each page", and on the marketing page, make sure "each keyword combination is unique to a single product page" and matches the page's intent.
• Assigned keywords can be turned off one by one later.

Deep links

A page can carry one deep link: "When users running a minimum of iOS 18 or iPadOS 18 click Open on your custom product page, the app deep link directs them to specific content in your app." So someone who arrives from an ad about a feature can land on that feature, not on your home screen.

• "An app deep link can be a universal link or custom URL." Apple recommends universal links.
• "Avoid using URL shorteners and other services that add unnecessary redirects."
• Test it first; Apple suggests pasting the link "into the Notes app" and tapping it.
• "Your app deep link must be approved before it'll function for users." Adding one means submitting the page for review.

Creating, review and editing

In App Store Connect, under Custom Product Pages, you name the page ("a reference name to help you identify the page in App Analytics"), choose a blank page or a copy, and click Create; "Your custom product page's unique URL is automatically generated". Then you change the media, text and keywords for each language, and publish.

"Custom product pages must be approved before they are visible to users." Apple's marketing page adds that the submission can be made "independent of an app update", so a new page does not wait for your next release.

Editing keeps the address: "An approved custom product page can be edited and submitted for review without affecting its unique URL." You create a new version, edit it and submit it; "Once the edited page is approved, it will replace the current page on the App Store." Links already in your ads keep working.

Turning a page off is safe for those links too. "If someone selects a URL for a disabled custom product page, they're automatically redirected to your default product page." The same holds for a deleted page, and deleting is permanent.

Using pages with ads

Apple's marketing page names three routes.

• Any ad or link. Put the page's unique address in the ad, post or email.
• Apple Ads. "Apple Ads supports custom product pages, allowing you to create ads that appear on the App Store", including on the Today tab, the Search tab and in search results, and "You can also create ad variations for search results based on different custom product pages".
• Ads inside other apps and on the web. Ad networks can show a page in StoreKit-rendered ads, using "the custom product page ID as the customProductPageIdentifier with SKOverlay, or as the SKStoreProductParameterCustomProductPageIdentifier with SKStoreProductViewController".

Whichever route, the page works when its preview, screenshots and text continue the ad that sent people there. A page that repeats the default page under a new address adds a review step and nothing else.

Measuring a page

"In App Analytics, view App Store metrics such as impressions, downloads, and conversion rate for each page. The metrics are available after a custom product page receives at least five first-time downloads." Apple's marketing page adds retention and "average proceeds per paying user for each custom product page", and a comparison with the default page.

Our note: five downloads is the threshold for numbers to appear, not for them to mean much. A page that has had a few dozen visits tells you little; compare pages once each has had enough traffic to differ by more than chance.

Custom pages are not tests

Product page optimization is a different App Store Connect feature, and the two are easy to confuse.

Testing matters because a preview is not automatically better. Apple publishes a test by Simply Piano whose hypothesis was that "Adding an app preview video as the first asset on the product page will result in higher conversion compared to only screenshots." Apple's reported result: "The original product page without an app preview video outperformed the treatment, contrary to the developer's hypothesis." A preview has to earn its place against the screenshots it pushes down, and a test is how you find out.

Where other guides differ

We read five guides that rank for this topic on 22 October 2026. One still gives the limit as up to 35 pages; Apple's pages say 70. Another gives no limit at all. None of the five says what happens to a link when a page is disabled or deleted (it opens the default page), and only one gives the five-download threshold before analytics appear.

The checklist

Planning

• One page per audience, ad theme or feature, each with a reason the default page cannot serve.
• A preview for each page that opens on that page's feature, in each language you localize.
• A unique set of keywords per page, if the page should appear in search.

Building

• Previews and screenshots to Apple's standard specifications; reuse approved ones from the Asset Library where they fit.
• A deep link, as a universal link, tested before submission and without shorteners.
• A reference name you will recognise in App Analytics.

After approval

• The page set to visible if it carries keywords.
• Its unique address in the matching ad, post or email.
• Results compared only after enough traffic; disable pages that do not earn their keep (their links fall back to the default page).

Sources

Every page below was read in full on 22 October 2026. Apple's pages show no date of their own.

• Apple Custom product pages
• Apple App Store Connect Help, Configure multiple product page versions
• Apple Product page optimization
• Apple App Store Connect Help, App preview specifications