App Store Custom Product Pages: What They Are and How to Plan the Screenshots

App Store custom product pages are extra versions of your app's listing, up to 70 per app, each with its own screenshots, app previews, promotional text, and keywords, plus an optional deep link. Anyone who doesn't arrive through one of those pages sees your default product page, so each custom page serves a specific audience while the default keeps serving everyone else.

Google's first page for this search, when we pulled it on October 26, 2026, mixed two Reddit threads asking whether these pages help, ASO blog posts about Apple Ads and keywords, and the App Store Connect API reference. Two of the ranking articles, both from 2025, say you can make 35 pages, while Apple's own page now says 70. What none of them spends much time on is the part that costs the most work: every page needs its own screenshots, and a page that reuses the default set gives the visitor nothing new to look at. The sections below cover what a page can and can't change, how people end up on one, and how to plan the screenshot sets before you build any pages. We checked the facts against Apple's custom product pages overview and its App Store Connect help on the same day.

The parts of the listing a custom page can change

Apple lists five things you can set per custom page: screenshots, app previews, promotional text, keywords, and a deep link. Everything outside that list, including the app name, subtitle, icon, and description, comes from your default listing, so a custom page swaps the visual and promotional layer and leaves the rest alone.

Listing element	Different on a custom page?
Screenshots	Yes, per localization
App previews	Yes, per localization
Promotional text	Yes
Keywords	Yes, chosen from the keywords on your latest approved version
Deep link into the app	Yes, for people on iOS 18 or iPadOS 18 and later
App name, subtitle, icon, description	No, they aren't on Apple's list of page elements

That table explains why screenshots end up carrying the whole page. Promotional text is up to 170 characters at the top of the description, under the gallery, so the images are the only large, visible thing that changes between your default page and a custom one. If the first three screenshots on a page built for one ad campaign are the same three every other visitor sees, the page isn't doing anything the default page couldn't.

Keywords work a little differently from the rest. You pick them per localization from the keywords already on your latest approved app version, and Apple says each keyword combination belongs to a single product page. Once the page is approved and visible, Apple says it appears in search results for those keywords instead of your default page.

How people end up on one

Nobody browses to a custom page from your default listing. People reach one only through a route you set up, and everyone else gets the default page.

The shared link is the one you'll use most outside Apple's own channels. App Store Connect generates it when you create the page, and it's your normal App Store URL with a product page ID added, so you can drop it into a social ad, an email, or a landing page button. Apple Ads can point a campaign or an ad variation at a custom page for the Today tab, the Search tab, and search results. Ad networks that show the App Store sheet inside another app pass the page's ID through StoreKit (customProductPageIdentifier with SKOverlay), so the install sheet a person sees after tapping the ad shows that page's screenshots. Apple also says custom pages can appear in editorial stories and collections, though that's Apple's choice to make, not yours.

Planning a screenshot set for each page

Don't start with 70. Start with the audiences or campaigns you already send traffic to and can name, because each page needs its own set and its own reason to exist. For most apps that's two to five pages: one per ad campaign that targets a distinct group, one per keyword cluster where the searcher clearly wants a single feature, and maybe one for a seasonal push. A page for a vague segment like "new users" will end up with the same screenshots as your default page, which tells you it isn't needed.

Take a budgeting app as an example. Its default page might open with the monthly overview, because that's what most visitors want to see first. A page for an ad aimed at couples would open on the shared budget and split expenses screens, and a page assigned to keywords like "debt payoff" would lead with the payoff plan and its timeline. The app and its UI are identical across all three pages, and what changes is which captures appear, their order, and the headlines over them. Write each page's first headline for the person who tapped that ad or typed that search, and our headline formulas from top-chart apps are a useful place to start.

Then work out the file count before you design anything. Each page needs screenshots for every device class your app supports (an iPhone set for the required 6.3-inch slot, or a 6.9-inch set that App Store Connect scales into it, and a 13-inch iPad set if the app runs on iPad), and for every localization you want that page to cover. Three pages in two languages for an iPhone and iPad app is twelve sets on top of your default ones. That math is why it pays to decide which pages need a translation at all: an ad that only runs in the US doesn't need a German version of its page. If you're unsure how many slides each set should hold, the post on how many screenshots the App Store allows covers the limits and why the first three carry the page. Once each page's audience and slide order are planned, you can generate a set for each audience from the same captures, then run every export through the free size checker before you upload, because Apple holds custom page screenshots to the same specifications as the default page.

Custom product pages vs product page optimization

The two features sound alike and both change screenshots without an app update, but they answer different questions. Product page optimization splits your default page's own traffic between the original and up to three treatments to find out which set converts better, and you can apply the winner to the default page afterward. A custom page doesn't touch that traffic at all, since it only serves people who came through its link, its keywords, or an ad. So use a test when the question is which screenshots most visitors should see, and a custom page when a specific group of people should see something different from everyone else. A test can also try an alternate app icon, which a custom page can't change. If your real goal is just to replace the screenshots on a live listing, the guide to changing App Store screenshots lays out all three routes side by side.

Creating a page in App Store Connect

Your app needs the Ready for Distribution status in at least one country or region, and you need the Account Holder, Admin, App Manager, or Marketing role.

1. Open the app in App Store Connect and choose Custom Product Pages in the sidebar.
2. Click Create Custom Product Page, then give it a reference name. The name only shows in App Analytics, so make it describe the audience, like "Ads: couples."
3. Start from a blank page or copy an existing page. A copy brings over the primary localization, which saves time when only the screenshots will change.
4. Upload the page's screenshots and app previews for each localization, then edit the promotional text.
5. Assign keywords per localization if you want the page in search results, and add a deep link if the page should open a specific screen in the app.
6. Submit the page for review. Approval doesn't wait for an app update, and the page's URL starts working once Apple approves it.

To change an approved page later, click Create New Version, edit it, and submit that version for review. The URL stays the same, so links in running ads keep working, and the new version replaces the old one when Apple approves it. App Analytics shows the page's impressions, downloads, and conversion rate once it has at least five first-time downloads, and you can compare those numbers against the default page.

Making the extra sets with Screenies

Each Screenies generation is one set built from your captures and a description of the app, so a set for a custom page is its own run with a description written for that page's audience, at one credit per iPhone slide and two per iPad slide from a one-time credit pack. In Clean mode, the custom instructions field (up to 2,000 characters) is the place to say which screens lead and what the first headline should promise. Downloads and ZIP exports are free, but the dashboard's App Store Connect upload only fills your app version's default screenshots, so you add each custom page's set by hand in App Store Connect.