Custom product pages let you show different screenshot sets to different audiences without touching your main store listing. Apple's Custom Product Pages give you up to 70 variants per app — each with its own screenshots, previews, promo text, and a unique shareable URL. Google Play's version, custom store listings, allows up to 50 variants targeted by country, keyword, install state, Google Ads campaign, or a dedicated link. The move that makes them pay off is message match: the screenshots on each page echo whatever ad or audience sent the visitor there.
What is a custom product page, and why bother?
On the App Store the feature is called Custom Product Pages. Each one is a full alternate version of your product page with its own screenshots, app previews, and promotional text, and Apple auto-generates a unique URL you can point an ad or a link at. They run on iOS 15 and later, they need Apple's approval before they go live, and — this is the part a lot of people miss — the URL stays the same even after you edit the page.
Google Play calls its version custom store listings. Same idea, different plumbing: you build alternate listings and target them by country, by keyword, by Google Ads campaign, by install state (say, people who pre-registered), or by a dedicated URL.
Here's the anecdote that made it click for me. I ran a paid campaign for months pointing straight at my default listing, where the lead screenshot showed my app's dashboard. The ad, though, promised one specific feature. People tapped it expecting that feature and landed on a generic dashboard shot — and a chunk of them bounced right there. When I finally built a custom page whose first screenshot was the exact feature the ad promised, the same ad spend converted noticeably better. Nothing about the ad changed. The destination just stopped contradicting it. Apple's own Custom Product Pages overview is the canonical reference for the mechanics.
How many can you make, and what changed lately?
Apple doubled the Custom Product Pages limit from 35 to 70 per app in October 2025. Seventy. That's enough to run a dedicated page per ad campaign, per audience segment, and per season with room to spare. Google Play lets you create up to 50 custom store listings per app, covering all the targeting types combined.
But please don't read "70" as a goal. Every custom page is a real page — it needs its own screenshots, its own headline copy, and its own upkeep every time your app's design shifts. I've watched developers spin up two dozen half-finished pages, forget which is which, and let them rot until they contradicted the live app. Three to five sharp, well-built pages beat forty neglected ones every single time.
The reason more pages is even practical now is that producing a variant has to be cheap, or you'll quit after the second one. That's the whole case for building screenshot sets in a browser tool instead of a heavyweight design file — swapping the lead screenshot and re-exporting a fresh, on-brand set in the PlayMockUp studio takes minutes, so making the page-specific creative isn't the bottleneck it used to be.
How do you decide what each page's screenshots should say?
If your TikTok ad stars the meal-planner, the custom page's first screenshot is the meal-planner — not your generic hero, not your logo, the meal-planner. If a page is targeted to Germany, the screenshots speak to that audience. If it's tied to a Google Ads campaign about budgeting, budgeting leads. The visitor should feel, in the first second, "yes, this is the thing I just tapped on."
A few axes worth building pages around:
- Traffic source. One page per ad creative, matched to that creative's hook. - Audience segment. Power users and first-timers care about different features — lead with each group's. - Feature focus. Point paid traffic at the single feature the campaign sells. - Season or event. A holiday campaign gets holiday creative without disturbing your evergreen default.
The thing to hold constant is the look. Change the message, not the visual system — same frames, same font, same style — so your variants feel like one brand wearing different shirts, not five different apps. I pull every variant's shells from the same device frame library precisely so the only thing that shifts between pages is the pitch. And because a custom page is a permanent asset rather than a quick experiment, it's worth proving which version wins — Apple lets you run these through Product Page Optimization, which I broke down in the app store screenshot optimization guide. The key is testing one variable at a time — swap the hero screenshot, measure the install rate change, then move to the next element.
Where do custom pages fit next to your default listing?
Your default page still carries broad organic search. It's what most people see when they find you cold, so it has to sell your app to a general audience. Custom pages are scalpels: they only show to people who follow the specific link or match the targeting you set. Someone browsing the store normally won't stumble onto them.
That said, the line between "ads only" and "organic" has blurred. Since 2025, Apple lets you assign keywords to a custom product page so it can surface in organic App Store search results, and you can attach deep links that drop the user into a specific screen of your app. Google's custom store listings can target by keyword too. So these aren't purely a paid-traffic toy anymore — they're a way to show the right creative to the right search intent.
Measure them honestly. Apple reports per-page conversion in App Analytics and Google shows per-listing numbers in Play Console, so you can see whether a custom page actually beat your default for that audience — or just split your traffic for nothing. On my side, the pages tied tightly to a specific ad promise consistently earned their keep; the vague "maybe this audience is different" ones mostly didn't. Whatever creative each page uses, the underlying craft of a screenshot that converts is the same across all of them, and it's worth getting right first — that's how to make app screenshots that get downloads. For Google's side of the setup, the custom store listings help page walks through every targeting option.
Custom product pages are one of the most underused levers in app store optimization right now. Most developers still send every user to the same default listing regardless of where they came from or what they're looking for. That's a missed conversion opportunity every single day. The setup takes a few hours per variant, but the payoff in install rate is often measurable within the first week. Start with your highest-traffic ad campaign and build out from there — you don't need twenty custom pages on day one. Three well-targeted variants will teach you more about your audience than months of guessing from a single listing.
If you're running paid campaigns, the math is simple: a custom product page matched to each ad's messaging converts better than a generic listing every time. Even a 5% lift in install rate compounds fast when you're spending real money on user acquisition.
Frequently asked questions
What's the difference between a custom product page and A/B testing?
A custom product page is a permanent, targeted version of your listing you point specific traffic at; A/B testing (Apple's Product Page Optimization or Google's experiments) is a temporary test to find which creative wins. They work together — you can run a custom page through a test to prove it beats your default before you commit budget. I covered the testing side in [the screenshot optimization guide](/blog/app-screenshots-that-get-downloads).
How many custom product pages can I create?
Apple allows up to 70 custom product pages per app, doubled from 35 in October 2025. Google Play allows up to 50 custom store listings per app across all targeting types. You almost never need that many — a handful of well-targeted pages beats dozens of neglected ones.
Do custom product pages help organic ASO or only ads?
Both now. Since 2025 you can assign keywords to an Apple custom product page so it can appear in organic App Store search, and add deep links into your app; Google's custom store listings can target by keyword as well. They started as a paid-campaign tool but they're useful for matching creative to search intent too.
Do I really need different screenshots for each custom page?
Yes — that's the entire point. A custom page with the same screenshots as your default is just a duplicate that splits your traffic for no gain. Give each page a lead screenshot that matches its audience or campaign, and produce those variants quickly in [the PlayMockUp studio](/create) so the extra creative isn't a burden.
Does a custom product page replace my main App Store listing?
No. Your default listing still handles broad organic discovery and is what most people see. A custom page only appears to visitors who follow its unique link or match the targeting you set, so it complements the default rather than replacing it.
Can I do the same thing on Google Play as on the App Store?
Yes, through custom store listings. You can build up to 50 and target them by country, keyword, Google Ads campaign, install state, or a dedicated URL. The strategy is identical to Apple's — match the creative to the reason the visitor showed up.
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