Custom product pages for social traffic: match post to page

Custom product pages for social traffic let you send people from a specific post, platform or audience to a version of your App Store page whose screenshots, app previews and promotional text match what the post promised. Make one page per audience or angle, put its URL in the matching posts and bios, and compare each page's conversion rate in App Store Connect.

What is a custom product page?

A custom product page is an extra version of your App Store product page, built in App Store Connect, with its own screenshots, app previews and promotional text. Apple introduced them with iOS 15 in 2021. Each page gets its own URL, and anyone who opens that URL sees that version instead of your default page.

Some things change and some don't:

There's a cap on how many custom pages one app can have. It was 35 when the feature launched, and Apple has raised it since, so check App Store Connect for your current limit. For social traffic you'll rarely need anywhere near the maximum.

People who find your app through App Store search or browsing usually see your default page; custom pages are mainly reached through their own links. Apple has been expanding where these pages can appear, so check App Store Connect for the current options. If you also publish on Google Play, it has a similar feature called custom store listings, with its own rules.

Why social traffic needs its own product page

Every social post makes one promise. A short video about falling asleep without your phone promises one thing; a carousel about white noise for a crying baby promises another. Your default product page has to serve everyone, so its first screenshot may be about neither.

When someone taps through from a post and the page opens on something unrelated, the thread breaks. They came for the idea in the post, and now they have to hunt for it. Some will; many won't.

A custom page fixes that by continuing the post. The first screenshot repeats its promise, shows the same screen, and the promotional text speaks to the same person. Nothing about the app changes. You're only choosing which part of it to show first.

This matters most for social traffic because those visitors weren't searching for an app. They were scrolling, saw one idea and tapped. The closer the page stays to that idea, the less they have to work out on their own.

How to match a post's promise to the page

Go through the post and the page side by side:

A few rules keep the match tight:

• Lead with the promise. The first screenshot is the one everyone sees. Make it the post's idea, not your general tagline.
• Order the rest by the story. Promise first, then how it works, then the other things the app does.
• Rewrite the promotional text. It's short (170 characters at the time of writing), so spend it on the same benefit the post named.
• Use a matching app preview. If the post was a video about one flow, an app preview that opens on that flow continues it.
• Localize when you post in other languages. Custom pages can have localized versions for the languages your app supports, so a Spanish post can land on a Spanish page.

Your existing screenshots are usually enough raw material; the guide to repurposing App Store screenshots for social works in the other direction too.

If you make posts with ReelMyApp, the last slide of every carousel already shows a real screenshot from your listing. Putting that same screenshot first on the matching custom page carries the visual straight from post to page. The short strategy it writes for each post (audience, problem, desired outcome, core message) also makes a good brief for that page's promotional text.

One page per audience or one per angle?

Pick one way to divide your traffic and stick to it, at least at first. Mixing several makes results hard to read.

• Per audience. A meal planner might have one page for busy parents and one for people meal prepping for the gym. Each opens on the screens that audience cares about. This suits apps with clearly different groups of users; a written target audience brief for each makes the pages easier to build.
• Per angle. Same audience, different problems: a sleep app with one page for falling asleep and one for waking up at night. This suits apps whose posts rotate between a few core problems.
• Per platform. One page for TikTok bio traffic, one for Pinterest. This is mostly about measurement: it shows which platform sends visitors who download, even when the screenshots barely differ.

A good starting point is two to four pages along one of these lines. Give each a clear reference name in App Store Connect, such as "Social: parents, weeknight dinners". Only you see that name, but you'll be glad of it when you're reading results months later.

How to create a custom product page in App Store Connect

1. Open your app in App Store Connect and find the custom product pages section in the App Store area. Menu names change from time to time, so look for it near your product page settings.
2. Create a new page and give it a reference name that says which audience or angle it serves.
3. Add screenshots for the device sizes you support, with the post's promise first.
4. Add an app preview if you have one that matches the angle.
5. Write the promotional text around the same benefit as the posts that will link to it.
6. Add localizations for any language you post in.
7. Submit the page for review. Pages are reviewed before they go live, and you can generally submit them without a new app version.
8. Copy the page's URL once it's approved, and open it on an iPhone to confirm it shows the right screenshots.

How to link custom product pages from social posts and bios

Once a page is live, its URL goes wherever that audience taps:

• Bios. On Instagram and TikTok, where caption links generally aren't clickable, the bio link carries most of the traffic. Point it at the page that matches the series you're currently posting, and switch it when the series changes.
• Link pages. If your bio opens a page of several links, give each angle its own button with its own custom page. The guide to link-in-bio for apps covers how to set one up.
• Posts with clickable links. On Facebook, LinkedIn, Threads, X and Pinterest, link each post or pin straight to the page that matches it.
• Ads. The same URLs work as destinations for paid campaigns, so organic and paid posts on the same angle can share a page.

If you put the URL behind a redirect, tap it on an iPhone first to make sure it still opens the custom page and not the default one.

How to review results in App Store Connect

App Store Connect's analytics let you view each custom product page separately, with metrics such as impressions, product page views, downloads and conversion rate. Compare them over the same date range.

A few things keep the comparison fair:

• Compare custom pages with each other first. Your default page gets search traffic from people already looking for an app like yours, so it often converts differently for reasons that have nothing to do with screenshots.
• Wait for enough visits. A page with a few dozen views can swing wildly from week to week. As a rule of thumb, wait for at least a few hundred product page views before you call a winner.
• Change one thing at a time. If a page lags, change the first screenshot or the promotional text, not both, resubmit and compare again.
• Read it next to your social numbers. A page can convert well and still get few visits because the posts linking to it aren't reaching anyone. The guides to measuring app installs from social media and A/B testing social posts cover the post side.

Treat the numbers as direction, not proof. They tell you which angle is worth more posts and which page needs work.

Key takeaways

• Custom product pages change screenshots, app previews and promotional text; the name, icon, description and price stay the same.
• Match the first screenshot and the promotional text to the promise of the posts that link there.
• Divide traffic one way at a time (by audience, angle or platform) and start with two to four pages.
• Put each page's URL in the matching bios, link pages, posts and pins.
• Compare pages in App Store Connect over the same dates, and wait for enough visits before judging.
• Apple has changed the maximum number of pages over time, so check the current limit in App Store Connect.

Frequently asked questions

What is a custom product page on the App Store?

An extra version of your App Store product page with its own screenshots, app previews and promotional text, reached through its own URL. Your app name, icon, description and price stay the same as on the default page.

How many custom product pages can an app have?

Apple sets a maximum per app and has raised it since the feature launched, so check App Store Connect for the current limit. Most apps learn more from three or four well-matched pages than from dozens.

Do custom product pages go through App Review?

Yes. Each page is reviewed before it goes live. You can generally submit pages without releasing a new version of the app.

Can I use a custom product page link in my Instagram or TikTok bio?

Yes. The page's URL works anywhere you can paste a link: bios, link pages, clickable links in posts and pin destinations.

Where do I see results for a custom product page?

In App Store Connect's analytics, where you can view metrics such as impressions, product page views, downloads and conversion rate for each page and compare them with your default page.

Is a custom product page the same as product page optimization?

No. Product page optimization tests variations of your default page against each other, while custom product pages are separate pages you send specific traffic to through their own links.