Apple personalization · Verified 2026-10-12
Custom product pages
Match a specific App Store page to a campaign, audience, keyword, or in-app destination.
In brief
A custom product page is an additional App Store product-page version with its own promotional text and creative. It can support a specific audience promise, unique URL, keyword assignment, and—on supported systems—deep link.
Personalization is not optimization
Product Page Optimization asks which treatment performs better for a shared page. A custom product page expresses a different promise for a defined audience or campaign.
Keep the promise through the handoff
The ad, keyword, page, deep link, onboarding, and destination should describe the same value. A personalized page that opens into a generic or unrelated experience creates friction.
Measure downstream quality
Use page analytics and campaign context, then compare activation, paid conversion, retention, and refunds. More downloads are not automatically better acquisition.
Primary sources
Rules and interfaces move. Recheck these sources before submission-sensitive work.