Custom Product Pages for ASO: A Playbook

The short answer: Apple lets you build up to 70 alternative versions of your App Store listing, and since late October 2025 you can attach keywords to each one. When someone searches one of those keywords, they can be shown that version instead of your default page. An app that does three jobs can now make three different first impressions, without paying for a single ad. Most apps should start with three or four pages, not seventy.

This guide shows what a custom product page can and cannot change, a filled-in plan for a made-up app, and how to judge each page on its numbers.

What changed

Custom product pages have existed since iOS 15, but you could only reach one through its own link or an Apple Ads campaign. Two things changed on 29 October 2025, according to Apple's developer news:

Keywords. You can assign keywords to a custom product page. Apple says the page can then appear in search results for those keywords in place of your default page.
More pages. The limit rose to 70 published pages per app.

Three conditions from Apple's help pages are worth knowing before you plan anything:

Keywords must come from the keyword field of your latest approved app version. You cannot invent new ones just for a page.
Each keyword combination must be unique to one page.
A page only becomes searchable after App Review approves it and you set it to visible.

The limit that shapes everything: your keyword field is 100 characters. Custom pages do not help you rank for new terms. They change what people see once you already rank.

What each element is for

A custom page is not a whole new listing. You can change four things, plus an optional deep link. Your icon, app name, subtitle, description, ratings and reviews stay the same on every page.

Element	Limit (per Apple)	What it is for
Screenshots	Up to 10. The first one to three show in search results	The real pitch. The first screenshot has to prove the feature the person searched for
App preview video	Up to 3, each up to 30 seconds	Showing the feature working. It autoplays muted, so it must make sense without sound
Promotional text	170 characters	One line of context above the description. Apple says it does not affect search ranking, so write it for humans
Keywords	Chosen from your existing 100-character keyword field	Deciding which searches lead to this page
Deep link	Optional, iOS 18 and iPadOS 18 or later	Opening the app on the matching screen instead of the home screen

One more point on screenshots. ASO researchers have reported that Apple appears to read the caption text on screenshots when ranking apps. Apple has not confirmed this. Our view: write captions in the words people search with anyway, because that is also what converts. Do not stuff them.

A worked example

Meet Kharcha, a made-up money app for India. It tracks expenses, splits bills with friends and plans a monthly budget. Today every search lands on the same page, which opens with an expense chart.

Its made-up keyword field (97 characters):

expense,tracker,budget,split,bills,roommates,salary,savings,planner,spending,group,trip,flatmates

Here is how we would divide it across three custom pages, leaving the default page for brand searches and everything else.

Page	Who is searching	Keywords assigned	First screenshot caption	Deep link opens
Split bills	Flatmates and friends settling shared costs	split, bills, roommates, flatmates	"Split rent and bills with flatmates in one tap"	New group screen
Trip expenses	A group planning a holiday	group, trip	"Track every trip expense. Settle up when you are home"	New trip screen
Monthly budget	A salaried person trying to save	budget, salary, savings, planner	"Plan your salary before the month spends it"	Budget set-up
Default page	Brand searches, expense tracking, everything else	(all remaining terms)	"See where your money went this month"	Home

Notice three things. No keyword appears on two pages. Every caption says what the user gets, in their words, not what the screen is called. And the deep link means a person who searched for bill splitting, read about bill splitting and installed for bill splitting does not land on an expense chart.

How to read the numbers

App Store Connect has a custom product pages view under Analytics. For each page Apple shows product page views, total downloads and conversion rate, and you can filter by territory, source type and device. Data for a page appears once it has at least five first-time downloads.

A simple way to judge a page:

Page conversion = downloads ÷ product page views

Compare it with your default page over the same dates, the same territory and the same source type (App Store search). A worked example with round, made-up numbers for four weeks in India:

	Default page	Split bills page
Product page views from search	1,00,000	20,000
Downloads	4,000	1,300
Conversion	4%	6.5%

Extra downloads from the custom page = 20,000 × (6.5% − 4%) = 500 in four weeks. If Kharcha normally pays ₹50 for an install through ads, that single page is doing roughly ₹25,000 of work a month for free.

Two cautions. The comparison is not perfect, because people who search "split bills" may behave differently from your average visitor. And do not judge early. We would wait for at least a few hundred page views and two full weeks before changing anything.

Apple also reports retention and average proceeds per paying user by page. Check them. A page that wins the install with a promise the app does not keep will show up there as users who leave in the first week.

Five common mistakes

Building pages for the sake of the number. Seventy is a ceiling. Each page needs its own screenshots, its own review and its own monitoring. Three good pages beat twenty thin ones.

Putting the same keywords on two pages. Apple asks for a unique set per page. Overlap also makes your results impossible to read.

Changing only the promotional text. It does not affect ranking and few people read it. If the first screenshot is the same as the default page, you have not built a custom page.

Captions that label the screen. "Dashboard" and "Groups" tell the searcher nothing. "Split rent with flatmates in one tap" does.

Forgetting App Review. Pages need approval before they go live. For a Diwali or year-end campaign, submit well ahead, not the week before.

It is also worth knowing how paid and organic interact. Yodel Mobile reports that when an Apple Ads campaign and a custom page target the same keyword, the ad version is the one shown. If you run performance marketing on Apple Ads, plan the two together.

A four-week plan

Week 1: List every keyword in your keyword field. Group them into use cases. Pick the three with the most search demand and the weakest match to your current first screenshot.
Week 2: Design three screenshot sets. Only the first three screenshots need to be new for each page. Write the captions. Add deep links if your app supports them.
Week 3: Submit the pages, assign keywords and set them to visible once approved. Reuse the same pages as destinations for Apple Ads and for Meta or Google app campaigns.
Week 4 onwards: Check views, downloads and conversion by page every two weeks. Rewrite the weakest first screenshot. Add a fourth page only when the first three are settled.

Custom pages sit on top of a good default listing. They do not rescue a weak one. If your icon, title, subtitle and ratings need work, start with five things to fix on your app store page first.

Where this fits

Custom product pages are one part of App Store Optimization: the keyword field decides where you can appear, and the pages decide what people see when you do. The screenshots are a design job as much as a keyword job, which is why we build them with our UI/UX design team, and deep links are set up as part of app development.