Custom Product Pages: Use Keyword-Linked CPPs in App Store Search

In short: A custom product page (CPP) is an alternative version of your App Store product page with its own screenshots, app previews and promotional text. You can publish up to 70 per app. Since 2025 you can also assign keywords from your keyword field to a page, so it shows in organic search for those keywords instead of your default page. Group your keywords by search intent, give each intent its own page with matching screenshots and a unique set of keywords, and measure each page's conversion rate in App Analytics.

For years, custom product pages were a paid-traffic tool: you built a page for an ad campaign and sent people to its URL. The keyword option changed that. One app can now show a habit-tracking page to someone who searched "habit tracker" and a hydration page to someone who searched "water reminder," with no ads involved. This guide covers Apple's rules as of October 2026 and a method for planning pages from your keywords.

What a custom product page is

Apple describes custom product pages as additional versions of your product page that you can "publish up to 70" of, on the App Store for iPhone and iPad. Asodesk's October 2025 digest reports that the limit used to be 35 pages.

What you can change, according to App Store Connect help:

Each page gets a unique URL, which adds a product page ID parameter to your default App Store URL. Apple's other rules:

• Pages are available on iOS 15 and iPadOS 15 or later.
• Your app needs Ready for Distribution status in at least one country or region before you can create one.
• Pages must be approved before people can see them; metadata goes to App Review on its own, independent of an app update.
• You need the Account Holder, Admin, App Manager or Marketing role.
• When you start a page from an existing one, it copies your primary localization. You upload assets for other localizations yourself, or pick approved ones from the Asset Library.
• Editing an approved page creates a new version for review without changing its URL; changes publish automatically on approval.
• Disabling a page redirects its URL to your default page. Deleting is permanent.

How keyword-linked pages work

App Store Connect help is explicit: "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." Apple's developer page adds that keywords let "your custom product page appear in search results for those selected keywords, rather than your default product page."

The rules for keywords:

1. They come from your keyword field. "You can assign keywords from your latest approved app version to a custom product page." Phiture, which tested the feature at launch, reports that you pick from Apple's suggestions drawn from each localization's keyword field and cannot type new terms. If a word is not in your approved keyword field, release a version with it first.
2. They are set per localization. Assign keywords in each localization, then publish.
3. One page per combination. Apple asks that "each keyword combination is unique to a single product page," and advises selecting "a unique set of keywords for each page" so the most relevant one appears. Searvia's custom product pages guide flags conflicts where one combination matches several pages.
4. They work only after approval. You can assign keywords at any time, but the page "is searchable only after it's approved and set to visible." You can also disable individual keywords later.

What keywords do not do: they do not add new search terms to your app. Your app ranks for a search because of its name, subtitle, keyword field, category and user signals, as Apple's search page describes. A keyword on a CPP decides which of your pages appears when you already rank. Practitioners are still testing whether CPPs change how much you rank, for example through better conversion; Phiture listed this as an open question. Treat any ranking effect as something to measure, not assume.

Why it matters: one listing cannot match every intent

Most apps rank for searches with different intents. A habit tracker ranks for "habit tracker," but also for "water reminder," "mood journal" and "morning routine." Your default page can lead with only one story, and Apple says the first one to three screenshots appear in search results when there is no app preview. Someone who searched "water reminder" and sees a habit checklist may scroll past, even though your app does exactly what they want.

Apple publishes a figure for the effect of sending people to a matching page: developers see "a 2.5 percentage point increase on average when referring people to a custom product page," which Apple describes as a 156% increase over the 1.6% average conversion rate on default product pages. That number comes from Apple's own aggregate data across referral traffic, not only search, so read it as a direction, not a forecast for your app.

Keep in mind what a custom page cannot change. Someone who searched "water reminder" still sees your app name, subtitle, icon and rating exactly as on the default page; only the screenshots, previews and promotional text change. That has a practical consequence for your default metadata: a subtitle that is broad enough to cover all your intents ("Daily Routine & Goal Planner") works better with custom pages than one that is narrowly about a single feature, because the subtitle travels with every page. Let the screenshots do the intent-specific work.

Custom product pages vs product page optimization

The two features are often confused. They solve different problems.

They work well together: run a product page optimization test to find the strongest first screenshot style, then use that style across your custom pages.

Worked example: splitting Streakly into pages

Streakly is the hypothetical habit tracker we use across this blog. Its English (U.S.) metadata:

• Name: Streakly: Habit Tracker
• Subtitle: Daily Routine & Goal Planner
• Keyword field: streak,reminder,checklist,journal,mood,discipline,productivity,motivation,morning,water,todo,focus

Step 1: group tracked keywords by intent. From its rank tracking, Streakly ranks on the first two screens for these searches:

Step 2: decide which intents deserve a page. A page is worth building when the intent is clearly different from the default story, the app genuinely serves it, and searches for it bring meaningful impressions. Streakly picks three: water, mood journal and morning routine. Focus and productivity stay on the default page for now.

Step 3: plan each page.

Each word is assigned to only one page, so no combination belongs to two pages. "Reminder" stays unassigned on purpose: it combines with many intents ("habit reminder," "water reminder"), and Streakly wants the default page to answer most of them.

Step 4: add deep links. Each page gets a universal link that opens the matching screen in the app, so someone who tapped Open on the water page lands on the hydration habit. Apple's help suggests testing the link by pasting it into the Notes app and tapping it, and avoiding URL shorteners.

Step 5: localize. Streakly repeats the plan for its German localization with the German words from its German keyword field. The English assets are not copied automatically into other localizations.

Step 6: submit and wait. All three pages go to App Review together. Once approved and visible, Streakly tracks the assigned searches daily and records the approval date.

Measuring results

App Analytics shows each page in the Acquisition section with impressions, downloads, redownloads and conversion rate, and Apple says you can also view retention and average proceeds per paying user for each page and compare pages with your default one. Metrics appear after a page receives at least five first-time downloads.

How to read them:

1. Compare conversion, not downloads. A page with few impressions can still be your best page. Compare each page's conversion rate with the default page's.
2. Watch quality, not just volume. Apple's retention and proceeds per paying user tell you whether people from the water page stay and pay as well as people from the default page.
3. Check ranks for the assigned keywords. Track them daily for two weeks before and after approval. If a rank drops after launch, note it and check whether it recovers.
4. Iterate one page at a time. If the mood page underperforms, change its first screenshot and resubmit only that page.

A hypothetical reading: after four weeks, Streakly's water page converts 6.2% of its impressions against 4.0% on the default page, the mood page converts 4.1%, and the morning page converts 3.5%. The water page is a clear win. The mood page is neutral, so it gets a new first screenshot. The morning page underperforms; Streakly removes its keyword so morning searches see the default page again, while it reworks the creative.

Using pages beyond search

The same pages serve several channels:

• Apple Ads. Today tab ads use a custom product page as the tap destination, and search results ads can use different pages in ad variations. Point each ad group at the page that matches its keywords.
• Links you control. Share a page's URL in emails, social posts and partner placements; a fitness partner's newsletter can link to the morning routine page.
• Editorial. Apple says custom product pages can appear in editorially curated stories and collections on the Today, Games and Apps tabs.
• Other ad networks. Networks that use StoreKit-rendered ads can pass your page ID, so the in-app store sheet shows the right page.

Rules and common mistakes

How many pages should you build?

Seventy is a ceiling, not a target. Every page needs screenshots for each localization, a review cycle and someone to read its numbers. A small team that builds 20 pages can easily end up with 20 copies of the default page with a different first caption. Three rules keep it manageable:

1. One page per distinct intent, not per keyword. "Water reminder" and "water tracker" are the same intent and belong on the same page. "Mood journal" is a different intent even though it is the same app.
2. Start with three to five pages. Pick the intents where you already rank on the first two screens but the default page doesn't show the matching feature first. That is where a better match can lift conversion fastest.
3. Add pages only when the data says so. When an assigned page beats the default page's conversion for a month, look for the next intent. When a page underperforms after two creative changes, remove its keywords and let the default page handle those searches.

Remember the dependency on your keyword field. A page can only use words that are in the keyword field of your latest approved version, and the field holds 100 bytes. When you plan pages, plan the field with them: the words you want to route to pages have to fit next to everything else. Our App Store keywords guide shows how to pack the field without waste, and our keyword research guide covers how to size each intent before you commit a page to it.

Launch checklist

1. Keywords grouped by intent, with impressions or popularity for each group.
2. Each page's keywords present in the latest approved keyword field, per localization.
3. No keyword combination assigned to more than one page.
4. A first screenshot that shows the intent's own feature, plus matching promotional text.
5. Assets uploaded for every localization the page should serve.
6. A tested universal link as the deep link, if the app has a matching screen.
7. A reference name you will recognize in App Analytics.
8. Rank tracking on the assigned searches, with the approval date noted.
9. A date four weeks out to compare each page's conversion with the default page.

The Google Play equivalent

Google Play's closest feature is custom store listings. You can create up to 50, each with its own name, icon, descriptions and graphics, which is more freedom than Apple gives. Targeting includes country, pre-registration users, inactive users, Google Ads traffic, a unique URL and search keywords: users who reach your app through specific Play search terms. Our Google Play ASO guide covers the setup. The planning method is the same: group searches by intent, build a listing per intent, measure conversion against the main listing.

How Searvia helps

Searvia's Custom pages tab reads your existing custom product pages and their keywords from App Store Connect, flags keyword combinations that match more than one page and lists your product page optimization tests. Its planner groups your tracked keywords by intent and drafts a plan for each page: keywords to link, promotional text and captions for the first three screenshots, using only terms from your keyword field when App Store Connect is connected. Assigned keywords keep their daily rank history, so you can see what each page changed. The custom product pages guide walks through it, and the free App Store keyword checker is a quick way to size an intent before you build a page for it.