A custom product page is a second App Store listing for the same app, with its own URL.

What is a custom product page, and how many can you have?

It is an additional version of your App Store product page for the same app. App Store Connect Help says you can create up to 70 per app. Each one can carry different screenshots, app previews, promotional text and keywords, each one is localisable, and each one is shareable through a unique URL. What is not on that list matters as much as what is. The app name, the subtitle, the icon, the description and the price are absent from it. They come from your default page and they are the same on every custom page.

You need an app that already holds the Ready for Distribution status in at least one country or region before the screen will let you build anything. The required role is Account Holder, Admin, App Manager or Marketing, which is one of the few store jobs a marketing user can do alone. The path is Apps, your app, then Custom Product Pages in the left sidebar, then Create Custom Product Page. You give the page a reference name, which is for your own use and is what you will see later in App Analytics, and you choose whether to start from a blank page or from a copy of an existing product page. Click Create and the unique URL is generated for you on the spot.

Nothing is live at that point. Apple reviews the metadata on a custom product page and the page stays invisible until it is approved. The good half of that rule: the review is independent of an app update, so a new page, or a fix to an existing one, never needs a build. Editing an approved page means clicking Create New Version, making the change, clicking Add for Review and submitting, and the unique URL survives the edit untouched.

Two more limits before you plan a campaign around this. Custom product pages are available on the App Store on iOS 15 and iPadOS 15 or later, and Apple frames the feature as extra versions of your page for iPhone and iPad. And the per-page numbers in App Analytics, impressions, downloads and conversion rate, only appear once a page has taken at least five first-time downloads. A page nobody clicks reports nothing at all, which is easy to misread as the feature being broken.

App Store Connect Help, configure multiple product page versions, read 10 October 2026

How does anyone actually land on one?

Three routes, and only one of them is a link you paste. The first is that unique URL. Apple describes it as your default product page URL with a product page ID parameter added. You put it in a newsletter, a social post, a partner page, an ad, anywhere you own the click. Everyone who follows it gets that version of the page. Everyone else gets your default page, because custom product pages are hidden unless you do something about it.

The second route is keywords, and it is the one worth the effort. You can assign keywords from your latest approved app version to a custom product page, and that page then appears in App Store search for those terms instead of your default page. Apple's own advice is to keep the keyword set unique to a single page, so two of your pages never compete for the same search. This is the only way a custom product page reaches somebody who never clicked your link, and it is why the feature belongs next to Apple Search Ads rather than in a corner of the marketing plan.

The third route is advertising. Apple Ads can send Search tab ads and search results ad variations to a custom product page, and advertising networks can use one inside StoreKit-rendered ads that run in other apps and on the web. Custom product pages can also turn up in editorially curated stories on the Today, Games and Apps tabs, which you do not control but can benefit from. Apps that are available for pre-order can use custom product pages too, so this is usable before you have shipped anything.

One extra is worth adding while you are in there: an app deep link. Add one and people who tap Open on your custom product page go to a specific place inside the app rather than its home screen, on iOS 18 and iPadOS 18 or later. It can be a universal link or a custom URL. Apple says to avoid URL shorteners and anything else that adds redirects, to test the link first, pasting it into the Notes app and tapping it is Apple's own suggestion, and to resubmit the page for review after you add it, because the deep link has to be approved before it works for anyone. If you later disable or delete a page, its URL quietly redirects to your default product page rather than breaking.

Does Google Play have an equivalent, and what is it called there?

Yes. It is a custom store listing, and Play Console lets you create up to 50 of them per app. The path is the left menu, then Grow users, then Store presence, then Custom store listings. If you already have a listing it becomes your default store listing, which is what people see when nothing else matches them. You cannot create one until you have a default listing and a published app.

Google lets you change more than Apple does. For each custom store listing you can customise the app's name, its icon, its descriptions and its graphic assets. Only three things are shared across every version of the listing: the contact details, the privacy policy and the app category. Compare that with the App Store, where the name and icon are fixed and only screenshots, previews, promotional text and keywords move, and you can see the two teams made genuinely different calls about how far a variant may drift from the real app.

The targeting is a different animal too. A unique URL exists: you pick a string parameter that is unique across your listings, using lowercase letters and numbers plus period, hyphen, underscore or tilde, and the page is then served at your usual store URL with a listing parameter on the end. But you can also target with no link at all. Country or region, with one catch, a country can be claimed by only one custom store listing at a time. Pre-registration. Play search keywords, where Play Console even offers to draft the descriptions with Gemini from your default text. Ads traffic, which you select as a landing page in Google Ads once the listing is approved. Custom audiences you define yourself. Plus a row of user states with hard definitions: churned users have uninstalled, lapsed users have not opened the app in the last 28 days, non-buyers installed and never bought, and lapsed buyers bought at some point but not in the last 180 days.

Two Google specifics catch people out. Custom store listings are not translated automatically, so you choose a default language when you make one and anybody you target who does not read that language sees it anyway until you add translations. And there is a grouping layer Apple has no answer to: a listing created inside a store listing group inherits the group's icon, screenshots and descriptions, so updating one group asset updates it across every listing in that group. Every app starts with a Default store listing group built from its default listing. One small trap in both places: the name you give a listing or a group cannot be edited afterwards.

Google Play Console Help, create custom store listings to target specific user segments, read 10 October 2026

What goes on each page, and when is it not worth it?

Match the page to the click. If somebody arrives from a post about one feature, the first screenshot should be that feature, and the promotional text should name it. The mechanism is not that the custom page is better. It is that the page is closer to whatever the person was reading ten seconds ago. Apple's own examples are a particular sport, a character, a show, a gameplay feature, or something seasonal, which tells you the shape of variant the format rewards.

That makes assets the real cost. Every page needs its own set of screenshots that convert, for every localisation you care about, and Google's grouping layer exists precisely because people underestimated that. A sensible first pass is one custom page per channel that already sends you traffic, not one per idea you had in the shower. A page with no referral behind it and no keywords attached is a page nobody will ever load.

So skip the whole feature, for now, if you have nothing to send at it. Custom product pages multiply clicks you already get. They do not create any. If nothing links to your app yet, the work belongs in getting more downloads and in making one default page good. One strong default page beats seventy variants of a weak one, and it is the page that has to carry every visitor you have not personally routed.

When you do have the traffic, measure against the right thing. Compare each custom page with your default page, not with your other custom pages, because the audiences are different by construction. Give each page a reference name you will still understand in six months, since that name is what App Analytics shows you. And if a page loses, disable the link rather than agonising over it: the traffic falls straight back to your default page, which makes this one of the very few store experiments you can undo the same afternoon you call it.

Google Play Console Help, guidelines on store listing groups and the 50 page limit, read 10 October 2026