App Store Custom Product Pages: The 2026 Screenshot Playbook
One product page can't speak to every user. Custom product pages let you show different screenshots to different audiences, and since 2025 they can even win organic search traffic. Here is the playbook.
Most apps show exactly one set of screenshots to everyone: the person who searched for "budget tracker", the person who tapped an Instagram ad about saving for a trip, and the person who arrived from a YouTube review. Same first screenshot, same headline, same story. That is a lot of very different intents squeezed into one page.
Custom product pages fix that. They are alternate versions of your App Store product page, each with its own screenshots, app previews and promotional text, built for a specific audience. And after two big changes in 2025, they are no longer just a paid-ads tool.
The short version
Up to 70 custom product pages per app. Each can have its own screenshots, app previews, promotional text and keywords. Pages are reviewed separately from app updates and can be localized for every language your app supports.
What custom product pages are
A custom product page is a variation of your default App Store page with its own unique URL (Apple adds a product page ID parameter to your normal App Store link). When someone opens that URL, they see the screenshots, app previews and promotional text you picked for that page instead of the default ones.
Your app name, subtitle and description stay the same across pages, so the visual assets do almost all of the persuading. In practice that means custom product pages are a screenshot strategy more than anything else.
Each page goes through App Review on its own, independent of your app updates, so you can launch a new page for a campaign without shipping a new build. If you support iOS 18 and iPadOS 18 or later, you can also attach a deep link, so people who open the app from that page land on the exact screen the page was promising.
What changed: 70 pages and organic search
Two updates turned custom product pages from a niche feature into a core ASO tool:
- The limit doubled. On October 29, 2025, Apple raised the maximum from 35 to 70 custom product pages published at any time.
- Pages can target keywords. You can now assign keywords to a custom product page. When someone searches with those keywords, Apple can show that page in organic search results instead of your default page. Keywords come from your app's existing keyword list, and each keyword combination can belong to only one page.
- Rollout is gradual. Keyword targeting launched in mid-2025 starting with English in the U.S. App Store. Check App Store Connect for which storefronts and languages support it for your app today.
Apple's own numbers
According to Apple, sending people to a custom product page lifts conversion rate by 2.5 percentage points on average, compared with a 1.6% average conversion rate on default product pages. Your results will vary, but the direction is hard to argue with: relevance converts.
When a custom product page is worth it
You do not need 70 pages. You need one page per meaningfully different intent. Good triggers:
- Distinct use cases. A fitness app that serves runners and yoga fans, or a note app used by students and by teams.
- Keyword clusters. Groups of search terms that describe different jobs, like "habit tracker" vs "water reminder" in the same app.
- Paid campaigns. Every Apple Ads ad group, Meta campaign or TikTok creative that promises something specific deserves a page that delivers on that promise.
- Audiences and partners. Influencer links, newsletter features, a page for teachers, a page for small businesses.
- Seasonal moments. Back to school, New Year resolutions, holidays, a big sports event.
Different languages are not a reason for a custom product page. Localization is handled per language inside each page (more on that below).
How to plan your pages
Start from intent, not from design. A simple planning flow:
- 1List the intents. Write down the 3-6 biggest reasons people download your app, in their words.
- 2Map keywords to intents. Group the terms in your 100-character keyword field by intent. Each group becomes a candidate page, and no two pages should share a keyword combination.
- 3Write one hero message per page. The first screenshot caption should repeat the intent almost word for word. Someone who searched "split bills with friends" should read "Split bills with friends" in the first screenshot.
- 4Reorder, don't rebuild. Put the 2-3 screenshots that prove that promise first. Most of your other screenshots can be reused.
- 5Add a deep link. Send people straight to the matching screen when they open the app.
- 6Submit for review. Pages are reviewed separately, so you can ship them between app releases.
Example: a party game
A party game app could run three pages: "Couples" (date night questions first), "Drinking games" (group shots and rule screens first) and "Family game night" (kid-friendly categories first). Same app, same brand, three different first impressions.
Designing screenshots for a custom product page
- The first screenshot carries the intent. On search results, only the first few screenshots are visible. They have to answer "is this what I was looking for?" in one second. See our guide to the hero screenshot.
- Keep one visual system. Same colors, typography and device frames across all pages, so the brand stays recognizable. Change the copy and the order, not the identity.
- Stay honest. Every page still has to follow the App Review Guidelines. Do not promise a feature on a page that the app does not have.
- Same sizes as always. Pages use the same screenshot specs as your default page: 6.9-inch iPhone and, if your app runs on iPad, 13-inch iPad.
- Short captions win. Three to five words per caption, written in the language of the search query. Our caption guide has formulas that work.
Don't forget localization
Custom product pages support every localization your app has. That is great for relevance and terrible for your design workload. The math adds up fast:
4 pages × 10 languages × 2 device sizes × 6 screenshots = 480 images. And every time you change a caption, you change it everywhere.
This is exactly where a manual Figma workflow breaks. Build each page as its own screenshot set once, then let AI translate every caption and export every size. Our step-by-step guide on how to localize App Store screenshots covers the process.
How to measure results
App Analytics in App Store Connect reports each custom product page separately in the Acquisition section: impressions, downloads and redownloads, conversion rate, retention and average proceeds per paying user, compared against your default page.
- Compare each page against the default page for the same traffic source, not against each other.
- Give a page enough traffic before you judge it. Small samples lie.
- Use custom product pages for targeting and Product Page Optimization for testing. If you want to know which of two screenshot sets converts better for everyone, run an A/B test on your default page.
The Google Play equivalent: custom store listings
Google Play has had a similar feature for years. You can create up to 50 custom store listings, each with its own app name, icon, descriptions and graphics. Listings can target users by country or region, pre-registration, Google Ads ad groups, a unique URL, users who uninstalled your app, users who have not opened it in 28 days, and specific search keywords.
If you already plan pages by intent for iOS, reuse the same plan on Google Play. The screenshot specs differ, so check our Google Play screenshot guide.
Common mistakes
- Only changing the first screenshot. If screenshots 2-5 tell a different story than screenshot 1, the page feels inconsistent.
- Overlapping keywords. Each keyword combination can only belong to one page, so plan your clusters before you assign anything.
- English-only pages. A localized default page and an English-only custom page means some users get a worse experience from your "targeted" link.
- Pages with no traffic. A page nobody links to and no keyword triggers is just maintenance.
- Forgetting to update. When your app UI changes, every page needs fresh screenshots, in every language.
Build custom product pages without the busywork
Custom product pages reward the teams that can produce many screenshot sets quickly. With Boom Screens you design a set once from professional templates, duplicate it for each audience, let AI localize every caption into 80+ languages and export native-resolution files for every device size. Start free and build your first page in minutes.
Sources: Apple: Custom product pages, Google Play: Custom store listings.