How to Set Up Custom Product Pages on App Store Connect?

Custom Product Pages are out and their potential is massive. Here's how to create, edit, delete and submit for review yours.

On December 7, 2021, Apple has fully released two long-awaited features for App Store Optimization (ASO), User Acquisition (UA), and mobile marketing experts around the world. 

These are of course the new Custom Product Pages (CPPs) capability for the App Store, as well as native a/b testing, also called Product Page Optimization (PPO).

Here’s a short guide on how to set up CPPs on App Store Connect.

Depending on your app’s content or features, you can create multiple versions of its product page, each with its own screenshots, screenshot previews, and promotional text. These custom pages are fully localizable and shareable via a unique URL. Users will see the default product page for your app on the App Store unless they follow a custom link. Each app can have up to 35 custom product pages published on the App Store at the same time.

In App Analytics, you can also view metrics (including impressions, downloads, and conversion rates) for each page.

App Store users can view custom product pages on iOS 15 or iPadOS 15 or later.

How to create Custom Product Pages?

  1. Select your app from My Apps. A page opens with the App Store tab selected.
  2. Click Custom Product Pages on the left sidebar.
  3. Select Create Custom Product Page.

4. You can use the reference name to identify the page in App Analytics.
5. Choose whether to create a new product page or edit an existing page. Starting from an existing page, you can select a version that is Ready for Sale or Prepare for Submission.

6. Click the Create button. The unique URL of your custom product page is automatically generated and displayed here.
7. As desired, add additional screenshots, app previews, or promotional text.

How to submit Custom Product Pages for review?

A custom product page must be submitted for review.

  1. Select your app from My Apps. You’ll see the App Store tab at the top of the page.
  2. Click Custom Product Pages in the left sidebar.
  3. Select the page for review.
  4. Click Add for Review in the top right.
  5. The confirmation screen displays the version of the app that will be associated with the custom product page, as well as the items that will be reviewed. Additional items can be added.
  6. Tap Submit to app review.

While a custom product page is being reviewed, its screenshots, previews, and promotional text cannot be altered. By withdrawing the submission, you can make changes and resubmit the page.

How to edit a Custom Product Page?

Custom product pages can be edited and submitted for review without affecting their unique URL. When changes are approved, they are automatically published.

  1. Select your app from My Apps. A new page opens with the App Store tab selected.
  2. Click Custom Product Pages in the left sidebar.
  3. Click the page you wish to edit.
  4. Make edits.
  5. Submission confirmation screens show the app version that will be associated with a custom product page, and the items that will be reviewed. Additionally, you can add other items to the submission.
  6. Click Submit for App Review.

How to delete a Custom Product Page?

The App Store allows you to publish 35 custom product pages at a time, per app. Pages can be deleted or created at any time. If someone taps a URL for a deleted custom product page, they’ll be redirected automatically to your default product page.

  1. Select your app from My Apps. A new page will open with the App Store tab selected.
  2. Click Custom Product Pages in the left sidebar.
  3. Select the page you want to delete.
  4. Scroll down to the bottom and click Delete This Product Page.

How to disable a Custom Product Page URL?

When you create a custom product page, a unique URL is generated. There is no way to change or reuse the URL for a different page, and it remains consistent throughout all future versions of the page. In some cases, you may want to disable a URL if you’d like to make the page unavailable publicly, but keep the custom page record in App Store Connect – for example, if you need to pause a marketing campaign. If someone taps a URL to a disabled custom product page, they will be automatically redirected to your default product page.

  1. Select your app from My Apps. A new page will open with the App Store tab selected.
  2. Click Custom Product Pages in the left sidebar.
  3. Click on the page you want to disable.
  4. Click Disable Link, next to the URL.


About Ron Gordon
Ron is Storemaven's Head of Marketing, the one person you would have guessed will know what this mobile growth talk is all about. A misguided law student and journalist, Ron brings to the table some lack of seriousness the Hitech realm is desperately in need of. In his spare time, he's mainly trolling Whatsapp groups.

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