ShowpieceApp Store custom product pages: setup and screenshots
What App Store custom product pages are, where people see them, how to set one up in App Store Connect and what to put in its screenshots.
A custom product page is another version of your app's App Store page, with its own screenshots, app previews and promotional text. You send people to it from an ad, an email or a link, and they see the screenshots that match the reason they came.
What a custom product page can change
Apple lets an app have up to 70 custom product pages on the App Store for iPhone and iPad, each with its own URL. Compared with your default page, each one can have different:
- screenshots
- app previews
- promotional text
- keywords, so the page can appear in search results for them instead of your default page
- a deep link into a particular part of your app (iOS 18 and iPadOS 18 or later)
The app's name, subtitle, icon and description stay the same on every page.
Where people see them
- Your own links. The page's URL is your normal App Store link with a product page ID added. Use it in social ads, emails and promotions.
- Apple Ads. Ads on the Today tab, the Search tab and in search results can point to a custom product page.
- Search. Give a page its own keywords and it can appear in search results for them. Each keyword combination can belong to only one page.
- Editorial. Apple can feature a custom product page in stories and collections.
Plan one page per reason to download
A page works when its first screenshots answer the question the person arrived with. Start from where the traffic comes from: an ad about one feature, an audience such as teachers or runners, a season or an event. Give each its own page, and lead with the screenshot that matches it.
The first three screenshots matter most. In search results the App Store shows only the first three portrait screenshots, so treat them as the page's headline.
Set one up in App Store Connect
- In App Store Connect, open your app and choose Custom Product Pages, then add a page and give it a reference name.
- Add the screenshots and app previews for each device and language the page uses, and its promotional text.
- Optionally add keywords and a deep link.
- Submit it for review. Custom product pages are reviewed on their own, without a new app version.
Screenshots on a custom product page follow the same screenshot sizes and rules as your default page.
Measure what each page does
App Analytics in App Store Connect shows each page's impressions, downloads, redownloads and conversion rate on the Acquisition tab, next to your default page. It also shows retention and average proceeds per paying user for people who came from each page.
Apple reports that developers who send people to a custom product page see conversion rise by 2.5 percentage points on average, against an average of 1.6% on default pages. Your results will depend on how closely each page matches its traffic.
Making the screenshots in Showpiece
In Showpiece, a custom product page's screenshots can live in their own project, or as a variant of your main set that changes only what differs, such as the first caption or the order of the slides. When the set is ready, upload it from the app: choose Custom Product Page as the destination and pick the page. Only images that changed are sent.