Custom product pages are one of the most effective ways to improve performance of your Apple Ads campaigns. They are useful for adapting your messages to different audiences and experimenting with value propositions.
With them, you can tailor screenshots, previews, and promotional text to highlight different features, tones, or selling points based on who you’re targeting and what they’re searching for. That makes them ideal for:
- Testing different value propositions (e.g. social vs. utility-based messaging)
- Matching creative to audience segments, geos, or app use cases
- Creating variations for seasonal promotions or feature launches.
If we’re talking about Apple Ads, custom product pages are a great option to increase TTR and download rate, which allows you to get more downloads within the same budget, and often even decrease the cost per download.
Ksenia Kurchich
User Acquisition Manager at SplitMetrics Agency
According to SplitMetrics’ internal benchmarks, they consistently outperform default product pages:
On average, ad variations using a custom product page deliver a 9% higher tap-through rate (TTR) compared to standard product pages. In search results campaigns, custom product page-based ad variations can drive up to a 27% uplift in performance These improvements can directly reduce acquisition costs and increase return on ad spend.
Custom product pages adoption is strong across the categories where personalization and creative variety matter most. Our internal benchmarks say these verticals show the highest TTR uplift when using custom product pages:
- Sports: +32% TTR uplift
- Graphics & Design: +39%
- Lifestyle: +36%
But there’s still a gap to close. Shopping, Finance, and Games, categories with huge revenue potential, see a lower adoption rate. This is an opportunity for smart teams to step in, test, and scale.
Custom product pages can also be useful outside Apple Ads in various cases:
1. For functional tracking: using data in ASC by a custom product page’s PID.
2. To stand out from the default product page: since organic/search traffic and paid sources (like Meta or TikTok) might show different conversion rates. And what performs great organically might result in a lower install rate when used in paid traffic, so custom product pages are a good way to test and optimize for specific sources.
3. Create a funnel for a user that converts. The creative can be great but the general product page can ruin performance.
Ksenia Kurchich
User Acquisition Manager at SplitMetrics Agency
