How custom pages personalise the store

What custom pages are#

A custom product page is an alternate version of the product page with its own screenshots, previews and text, aimed at one audience or message while the default page serves organic traffic. Paid traffic lands on the matching page, so category searchers, brand searchers and seasonal shoppers can each see proof written for them. Apple own custom product page docs define the structure and review rules.

See where pages sit with our product pages guide, and start from the Apple Ads hub for the family view.

The 70 page limit shapes planning#

Up to 70 custom product pages are allowed per app, which sounds generous until localisation multiplies every concept by market. Plan a library, not a pile: core audiences first, seasonal pages second, experimental pages last, with clear owners and retirement dates for each. Localised variants count against the same ceiling, so prioritise markets by revenue and reuse proof blocks across pages where the audience overlaps.

Pair page planning with keyword planning so each page matches the searches that will land on it. Our CPP keyword guide aligns terms with pages, and exact match thinking keeps harvests tidy.

Build and review without drama#

Build each page in App Store Connect with its own screenshots, previews, and text, then submit for review well ahead of launch, since paid traffic cannot use a page until it clears. Keep a preflight checklist: links resolve, frames are current, claims match the binary, age ratings fit the creative. Rejectionscluster around mismatched claims and stale footage, both avoidable with a disciplined checklist and a second pair of eyes.

Confirm build steps in Apple own App Store Connect guidance, and coordinate creative with the screenshots guide.

Deep links connect ads to pages#

Each custom page is reached through its own deep link, and ad variations carry those links so each ad group lands on matching proof. With 35 custom ads allowed per ad group, one group can serve many tailored messages without rebuilding structure, which keeps reporting clean while creative varies. Test every link end to end before launch, because a broken or mismatched deep link spends budget on confusion.

The deep links guide covers link hygiene, and the ad variations guide connects pages to ad groups. Apple own ad variation docs confirm the pairing mechanics.

Creative Sets are retired#

Older Creative Sets belong to history: do not plan around them, brief agencies on them, or expect them in reporting. Current practice pairs custom product pages with ad variations, planned per audience and measured per page. Teams inheriting old decks should audit every mention and replace set based workflows with page based ones before the next launch, keeping screenshots and training notes current.

For the announced next step, read the 2026 creative assets guide, noting the upload flow is announced, not live.

Launch order that works#

Launch in order: default page solid first, then two or three custom pages for the largest audiences, then expansion driven by results. Measure each page on tap through and conversion against the default, promote winners into broader traffic, and retire pages that never beat the control. Keep the library pruned, since unmaintained pages rot into stale claims and dated frames. Name pages for humans and log launch dates, because midnight debugging and quarterly reviews both reward clarity.

When the library grows faster than results, ask our team for a page audit that keeps winners and retires the rest.

Frequently asked questions#