Custom Product Pages (CPP)

Definition

Custom Product Pages (CPP) are alternative versions of an app's Apple App Store product page, each with unique screenshots, app preview videos, and promotional text. Since July 2025, CPPs can appear in organic search results — a major shift that transformed CPPs from a paid-traffic-only feature into a full ASO strategy tool.

Developers can create up to 35 Custom Product Pages, each tailored to different audiences, use cases, or keyword clusters.

How It Works

CPP structure:

Each CPP can customize:

• Screenshots (different images, different ordering)
• App Preview Videos (different videos)
• Promotional Text (different messaging)

Cannot customize per CPP: Title, subtitle, description, icon, keyword field (these remain consistent with the default page).

Pre-July 2025 (paid traffic only):

• CPPs were linked to Apple Search Ads campaigns and external marketing URLs
• When a user clicked an ad or deep link targeting a CPP, they saw the custom page
• Organic search always showed the default product page

Post-July 2025 (organic search integration):

• Developers can assign keywords from their keyword field to specific CPPs
• When the app ranks for an assigned keyword, the matching CPP may appear instead of the default page
• This means different search queries can show different product pages
• Keyword limit per CPP: up to 70 keywords (increased from 35 in 2025)
• Only keywords from the keyword field can be assigned (not title/subtitle keywords)

Example:

• Meditation app default page: screenshots showing meditation sessions
• CPP-A (keywords: "sleep,insomnia,sleep aid"): screenshots showing sleep stories feature
• CPP-B (keywords: "stress,anxiety,calm"): screenshots showing stress relief exercises
• When user searches "sleep aid" → sees CPP-A with sleep-focused screenshots
• When user searches "stress relief" → sees CPP-B with stress-focused screenshots

Strategic Impact

This is one of the most significant ASO developments in recent years because:

1. Higher conversion for diverse keyword sets — show relevant creative for each keyword cluster
2. Broader keyword targeting — can now target keywords that don't match default screenshots
3. Category expansion — target adjacent categories with custom messaging
4. User intent matching — align creative with specific search intent

Formulas & Metrics

CPP performance tracking:

CPP_CVR = CPP_Installs / CPP_Impressions × 100%
CPP_Lift = (CPP_CVR - Default_CVR) / Default_CVR × 100%

Keyword-to-CPP assignment strategy:

For each keyword cluster:
  1. Group related keywords by user intent
  2. Create CPP with screenshots matching that intent
  3. Assign keyword group to CPP
  4. Monitor CVR vs. default page for those keywords

Best Practices

1. Create CPPs for distinct user intents — don't create 35 minor variations. Focus on 3-5 genuinely different use cases or audience segments.

1. Assign keywords strategically — group semantically related keywords and assign them to the same CPP. "sleep, insomnia, sleep aid, bedtime" → Sleep CPP.

1. Measure CPP performance vs. default — in App Store Connect, compare each CPP's conversion rate against the default page. Remove underperforming CPPs.

1. Update CPPs seasonally — "holiday recipes" CPP in December, "summer fitness" CPP in June.

1. Use CPPs for competitive targeting — if you rank for a competitor's brand keyword, create a CPP showing features that differentiate you from that competitor.

1. Start with 3-5 CPPs — don't create 35 immediately. Start small, measure impact, then expand.

Dependencies

Influences (this term affects)

• Conversion Rate — CPPs improve CVR by matching creative to search intent
• Search Optimization — CPPs add a creative dimension to keyword strategy
• Organic Installs — better CVR per keyword → more installs
• Conversion Rate Optimization (CRO) — CPPs are a major CRO lever since 2025

Depends On (affected by)

• App Store Connect — CPPs created and managed in ASC
• Keyword Field — CPP keywords must come from the keyword field
• Apple Search Algorithm — algorithm decides when to show CPP vs. default
• Screenshot — CPP screenshots must be created for each page
• Apple Search Ads — CPPs still used for paid campaign targeting

Platform Comparison

Related Terms

• Product Page Optimization (PPO)
• Store Listing Experiments
• Custom Store Listings
• Keyword Field
• Apple Search Ads
• Conversion Rate Optimization (CRO)
• App Store Connect

Sources & Further Reading

• Apple: Custom Product Pages Documentation
• AppTweak: Guide to CPP (2026)
• SplitMetrics: CPP Strategy Playbook