Glossary

Custom Product Page (CPP)

A Custom Product Page (CPP) is a feature introduced by Apple with iOS 15, allowing app developers and marketers to create up to 35 unique versions of their App Store product page. Each version can include customized screenshots, videos, and promotional text, tailored to match the interests, motivations, or demographics of specific user segments.

Instead of sending all potential users to the same App Store listing, CPPs let marketers personalize how an app is presented to different audiences. Each custom page has a unique URL that can be used in ads, emails, and campaigns, making it easier to connect the right message to the right user at the right time.

Custom Product Pages give marketing teams far greater flexibility in user acquisition, allowing for deeper personalization, higher relevance, and improved conversion rates across campaigns.

Why Custom Product Pages Matter

Before CPPs, every user clicking an iOS ad landed on the same product page, regardless of their intent or origin. Now, with CPPs, marketers can build context-specific experiences that directly reflect the user’s journey and expectations.

Key benefits include:

  • Improved conversion rates A tailored page increases the likelihood of users downloading the app since the visuals and messages align with their interests.
  • Enhanced campaign performance tracking Each CPP has a unique URL, allowing teams to measure performance across different audiences, ad creatives, and channels.
  • Stronger user acquisition (UA) strategies CPPs help refine UA campaigns by linking creative variations to specific audience segments.
  • Personalized storytelling Instead of showing one generic pitch, marketers can highlight features, visuals, or messages that speak directly to the user’s intent—whether gaming, fitness, finance, or entertainment.

How to Create and Use Custom Product Pages

To effectively use CPPs, follow a simple three-step process: Segmentation, Tailoring, and Distribution.

1. Segmentation

Identify distinct user groups based on their intent, preferences, or demographics. Examples include:

  • Audience type (e.g., gamers, fitness enthusiasts, travelers)
  • Campaign purpose (e.g., awareness, retention, re-engagement)
  • Seasonal promotions or limited-time offers
  • Competitive positioning (e.g., differentiating your app from a rival)

This step helps define which aspects of your app are most relevant to each group.

2. Tailoring

Once segments are defined, design separate App Store pages for each one.

You can modify elements such as:

  • Screenshots showing features relevant to that audience
  • App preview videos demonstrating use cases
  • Promotional text emphasizing benefits that matter to specific users

These custom versions should align with the messaging in your ad campaigns so users experience a seamless journey from ad click to download.

3. Distribution

Each CPP generates a unique URL, which you can use in ad campaigns, email newsletters, influencer promotions, or social media ads.

Distribute these URLs based on your target audience and campaign goals.

Through App Analytics in App Store Connect, you can track performance metrics like:

  • Page views
  • Downloads and redownloads
  • Conversion rates
  • User retention and revenue per paying user

These insights reveal which messages, visuals, or audiences drive the best results.


How to Measure Success

Apple’s App Analytics provides a detailed view of how each CPP performs. Key performance indicators include:

  • Conversion Rate (CVR): The percentage of visitors who download the app after viewing a custom page.
  • Engagement Quality: Whether users from a particular CPP demonstrate higher engagement or in-app purchases.
  • Revenue per Paying User (RPPU): How much value each acquired user brings post-install.
  • Comparison with Default Product Page: Identify whether CPPs outperform the standard listing in terms of conversions and engagement.

Tracking these metrics helps teams refine their creative strategy and allocate ad spend toward the most effective pages.


Best Practices for Custom Product Pages

  • Align creatives with user intent. Match your screenshots, titles, and CTAs to the audience’s needs.
  • Keep visuals consistent. Ensure the ad creative and CPP imagery share the same tone and message for continuity.
  • Experiment and A/B test. Test variations of screenshots or headlines to identify which design drives more installs.
  • Use analytics to optimize. Continuously analyze metrics in App Store Connect to adjust campaigns based on performance data.
  • Leverage automation. Integrate CPP tracking into your attribution platform (like Grovs.io) to automate data syncing and performance measurement across campaigns.

Example Use Cases

  • Gaming Apps: Create different CPPs for adventure, puzzle, or strategy audiences.
  • Fitness Apps: Showcase separate pages for yoga, running, or gym-focused users.
  • Retail Apps: Highlight seasonal collections or region-specific promotions.
  • Finance Apps: Emphasize budgeting tools for younger audiences and investment features for professionals.

By aligning CPP content with specific user interests, conversion rates increase naturally.


FAQs

What does CPP stand for?

CPP stands for Custom Product Page, a feature that lets app developers design multiple versions of their App Store listing to target different audiences or campaigns.

How many Custom Product Pages can I create?

Apple allows up to 35 versions per app, each with its own unique URL.

Where can I track CPP performance?

You can monitor CPP metrics like page views, downloads, and conversions in App Analytics within App Store Connect.

Can I use CPPs for paid advertising?

Yes. Each CPP has a shareable URL that can be used in paid ad campaigns, social media, or influencer promotions.

How does CPP affect user acquisition?

CPPs enhance user acquisition by delivering relevant, audience-specific content that aligns with ad messaging, leading to higher install rates.

Is CPP only available for iOS?

Yes. Custom Product Pages are an Apple App Store-exclusive feature available from iOS 15 onward.


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