The App Store’s iOS 15 era started with breaking news.
In December 2021, the App Store introduced two new opportunities for conversion optimization — custom product pages and product page optimization. With custom product pages, you can create up to 70 additional versions of your App Store product page to showcase specific features of a mobile app or game, updates, or promotional offers. This enables mobile developers to use custom product pages to create tailored ad variations in Apple Ads and target users on the App Store even more effectively.
Recently, custom product pages witnessed exciting updates. First, deep linking allowed custom product pages to guide users directly to specific in-app content. Then, Search tab campaigns began supporting custom product pages as tap destinations, opening up even more ways to connect with the right audience at the right moment.
Most recently, at WWDC 2025, Apple introduced keyword-level targeting for custom product pages in organic App Store search. This means custom product pages are no longer just a paid user acquisition tool — they can now be shown to users who find your app organically via specific keywords.
This practical playbook combines hands-on tips, step-by-step guides, and real use cases from experienced mobile marketers working at SplitMetrics Agency — as well as capabilities of SplitMetrics Acquire, our platform for managing Apple Ads campaigns, for custom product pages management.
Originally published in 2023, this playbook has been updated to reflect the latest advancements in how custom product pages are used for ad variations in Apple Ads — and to offer even more actionable guidance for managing them effectively. Key updates include:
- Custom product pages usage for Search tab campaigns
- The value of deep linking
- Enhanced strategies for testing custom product pages
- New capabilities in SplitMetrics Acquire for managing custom product pages at scale.
Custom product pages are a recognized cornerstone of performance-driven strategies on the App Store — enabling app publishers to deliver highly relevant ad creatives and maximize impact with Apple Ads. This Playbook will guide you through creating high-converting custom product pages, testing them effectively, and applying insider strategies and proven insights to scale your app.
Olga Gvozdeva
Professional Services Coordinator at SplitMetrics
Whether you’re a UA manager at a fast-growing app or a strategist at an agency working across multiple clients, this playbook will help you maximize potential of custom product pages for ad variations in Apple Ads.
