Custom Product Page (CPP)

What is Custom Product Page (CPP)?

Custom Product Page (CPP) is an App Store feature introduced in iOS 15 that allows developers and marketers to create up to 35 unique versions of their App Store listing, each tailored to a specific audience, campaign, or use case. Each CPP has its own unique URL and can feature different screenshots, promotional text, and app preview videos. CPPs enable iOS user acquisition campaigns to direct potential users to a version of the App Store page most relevant to them, improving the likelihood of conversion.

How it works

Apple allows each app to maintain up to 35 custom product pages alongside its default App Store listing. Each page is built within App Store Connect and must go through Apple's review process before going live. Once approved, each CPP receives a unique URL that can be attached to any paid or owned marketing channel.

Segmentation

The foundation of an effective CPP strategy is identifying distinct user groups and mapping each group to a dedicated page. Common segmentation approaches include grouping by use case (for example, separate pages for casual players versus competitive gamers in a gaming app), by seasonal promotion (holiday campaigns, back-to-school periods), or by competitive positioning (targeting users who currently use a rival product). Clear segmentation sets the creative direction for each page and ensures the messaging is specific enough to resonate.

Tailoring

Once segments are defined, each CPP is built with assets that speak directly to that segment's motivations. Marketers customize the app preview video, screenshots, and promotional text to highlight the features or benefits most relevant to each audience. A fitness app, for example, might show weight-loss focused screenshots for one audience and athletic performance content for another. The default metadata, including the app name, ratings, and in-app purchase listings, remains consistent across all pages and cannot be overridden.

Distribution

Each CPP's unique URL is assigned to the corresponding campaign or channel. Paid social ads, Apple Search Ads, email campaigns, and influencer partnerships can each link to a different CPP. Because the URL is distinct per page, App Store Connect reports views, downloads, and conversion rates at the individual page level. Marketers use this data to compare page performance, identify which creative and messaging combinations drive the strongest conversion, and iterate on future campaigns.

Why it matters

CPPs give marketers direct control over the first impression a potential user sees before installing, a variable that has a meaningful effect on install conversion rates. Before CPPs, every paid campaign pointed to the same generic App Store listing regardless of the audience or creative. CPPs close that gap by aligning the landing experience with the ad creative, reducing friction in the user journey. For teams running multiple UA campaigns simultaneously across different audiences or geographies, CPPs also provide structured, page-level attribution data that reveals which audience-message combinations perform best. This makes budget allocation decisions more evidence-based. Airbridge supports CPP tracking by allowing marketers to append tracking parameters to each CPP URL, connecting App Store page performance to downstream in-app events and lifetime value data within a single measurement workflow.

How to implement Custom Product Pages for iOS UA campaigns

1. Plan your segments first. Before opening App Store Connect, define each target audience and the specific value proposition you want to communicate to them. Aim for meaningful differences between segments rather than cosmetic variations.

2. Create CPPs in App Store Connect. Navigate to the Custom Product Pages section, click the plus icon, and begin building each page. Upload unique screenshots and app preview videos for each page. Promotional text is also customizable per page.

3. Submit for Apple review. Each CPP goes through Apple's standard review process. Plan for review time when scheduling campaign launches.

4. Generate unique URLs. Once approved, each CPP has a unique App Store URL. Copy these URLs and assign each one to its corresponding campaign or channel.

5. Attach tracking parameters. Append your MMP tracking link or UTM parameters to each CPP URL so that installs from each page are attributed to the correct campaign. Airbridge tracking links can be configured to wrap CPP URLs, preserving attribution across the App Store redirect.

6. Monitor performance in App Store Connect. Review page-level metrics including impressions, product page views, downloads, and conversion rate. Cross-reference these with in-app event data from your MMP to understand which pages drive not just installs but high-value users.

7. Iterate based on data. Pause underperforming pages, test new creative variations, and reallocate spend toward CPP URLs that produce the strongest downstream results.

Related concepts