/custom-product-pages

name: custom-product-pages
description: Generates Custom Product Page metadata templates with screenshot strategies, keyword targeting, and audience-specific messaging for up to 35 page variants. Use when creating targeted App Store pages for different audiences, ad campaigns, or traffic sources.
allowed-tools: [Read, Write, Edit, Glob, Grep, AskUserQuestion, WebSearch]
last_verified: 2026-07-16
review_by: 2027-06-22
os_version: iOS 27 / macOS 27

Custom Product Pages Generator

Generate metadata templates for Custom Product Pages (CPPs) — targeted App Store product page variants optimized for specific audiences, ad campaigns, or traffic sources.

When This Skill Activates

Use this skill when the user:

• Asks to create "custom product pages" or "targeted App Store pages"
• Mentions "different App Store pages for different audiences"
• Wants to create pages for specific ad campaigns (Apple Search Ads, social media)
• Asks about A/B testing product page messaging
• Has multiple user personas and wants tailored messaging

Minimum Eligibility

**CPPs only make sense when you have enough traffic to meaningfully split across pages.**

| Monthly Impressions | Recommendation | |--------------------|----| | **Under 2,000** | Don't create CPPs. Focus on optimizing your single default page. You won't have enough traffic per page to know if it's working. | | **2,000-10,000** | Create 1 CPP max for your most distinct audience segment or highest-spend ad campaign. Monitor for 4+ weeks. | | **10,000-50,000** | Create 2-3 CPPs. Enough traffic to compare performance across pages. | | **50,000+** | Full CPP strategy. Multiple pages per segment, ad campaign-specific pages, seasonal variants. |

**Exception:** If you're running paid Apple Search Ads campaigns, CPPs are valuable even at lower organic volume because ad traffic is directed specifically to your CPP — you're not splitting organic impressions.

How Custom Product Pages Work

• You can create up to **35 custom product pages** per app — prioritize a few distinctive pages over filling all 35
• Each page gets a unique URL: your default App Store link plus a product-page-ID parameter; devices below iOS 15 (or a disabled page) fall back to the default page
• You can customize: **screenshots**, **app previews**, and **promotional text**
• The app icon, name, subtitle, and description remain the same across all pages
• Each page is fully localizable, independently of the default page
• Available on iOS 15+ and macOS 12+; the App Store Connect API automates page creation at scale

Review & Compliance

• CPP metadata goes through App Review (Guideline 2.3 — accurate metadata), though submission is binary-independent — no new build needed
• ❌ No pricing, offers, or sales language in page metadata ("50% off", "free trial") — prices vary by region and change without the page changing
• Partner/ad-network tracking against CPP traffic requires App Tracking Transparency consent
• Today-tab Apple Search Ads campaigns require a CPP with **≥4 portrait or ≥5 landscape assets** plus a separate creative review

Search Keyword Assignment (WWDC25)

You can assign keywords to a custom product page, per language, so App Store searches on that keyword land on the matching CPP instead of the default page:

• Assignment alone needs no App Review — the page was already approved
• Make keyword selections unique per page — don't point multiple pages at the same term
• Read per-CPP search traffic in App Analytics to see which assignments pull weight

CPP vs Product Page Optimization (PPO)

| Feature | Custom Product Pages | Product Page Optimization | |---------|---------------------|--------------------------| | Purpose | Targeted pages for specific audiences | A/B test default page | | Count | Up to 35 pages | Up to 3 treatments | | Elements | Screenshots, previews, promo text | Icon, screenshots, previews | | URL | Unique URL per page | Same URL, random distribution | | Use with ads | Yes (assign to ad groups) | No |

Configuration Questions

Ask user via AskUserQuestion:

1. **How many custom pages?**

• 1 page (single audience variant)
• 2-3 pages (A/B campaign testing)
• 4+ pages (multi-audience strategy)

2. **What are your distinct audiences?**

• Different user roles (e.g., students vs. professionals)
• Different use cases (e.g., personal vs. business)
• Different traffic sources (e.g., Instagram vs. Google)
• Different geographies/languages

3. **What will you customize?**

• Screenshots only
• Screenshots + app previews
• Screenshots + promotional text
• All three

4. **Traffic sources for each page?**

• Apple Search Ads
• Social media (Instagram, TikTok, etc.)
• Website/blog
• Email campaigns
• Influencer partnerships
• Organic/direct link

Generation Process

Step 1: Audience Analysis

For each audience segment:

• Define the primary value proposition
• Identify pain points this audience has
• Determine which features matter most
• Choose the emotional angle (productivity, creativity, fun, savings)

Step 2: Generate Page Metadata

For each custom page: 1. **Page name** (internal reference) 2. **Promotional text** (170 characters, customizable per page) 3. **Screenshot strategy** (which features to highlight, in what order) 4. **App preview strategy** (optional, what to show in video) 5. **URL** (generated by App Store Connect, but plan the naming)

Step 3: Screenshot Sequencing

Design the screenshot order for each page to match the audience's priorities:

• **Screenshot 1**: The hook — the single most compelling feature for this audience
• **Screenshot 2-3**: Core value proof — features that solve their specific problem
• **Screenshot 4-5**: Depth and trust — breadth of features, social proof

At minimum, customize the **first two screenshots** — they're the most visible (per Apple's Tech Talk). And align each page's creative with the exact ad creative sending the traffic