Custom product pages and keywords: how they appear in App Store search

A custom product page is an extra version of your App Store page, with its own screenshots, app previews, promotional text and keywords, and its own URL; you can publish up to 70 per app. Apple now lets you assign keywords to each one, a feature it presented in June 2025 and announced in its developer news on 29 October 2025: the page then appears in search results for those keywords instead of your default page. The keywords come from your latest approved version: a custom page adds no new search term, it changes which page people see for terms you already have. Apple doesn’t say that it changes your rank, so measure two things: the page’s conversion in App Analytics, and the ranks of its keywords before and after.

What is a custom product page?

App Store Connect Help defines it in two sentences:

Create up to 70 custom product pages per app on the App Store to highlight features or specific content. Each custom product page can include different screenshots, previews, promotional text, and keywords, and is localizable and shareable through a unique URL.

Element by element:

Element	On a custom product page
Screenshots and app previews	Its own
Promotional text	Its own
Keywords for search	Chosen among your version’s keywords
Deep link	Its own, optional, for iOS 18 and iPadOS 18 or later
URL	Its own: “The unique URL adds a new product page ID parameter to the default product page URL.”
Name, subtitle, icon, description	Not in Apple’s list: those of your app
Localizations	Yes, each page is localizable

By default, nobody sees one. Apple says custom product pages “are only visible to people if they follow a custom product page link, or if you choose to make your custom product page visible in App Store search results by adding keywords. Otherwise, your app’s default product page displays to all customers on the App Store.” They work on the App Store for iPhone and iPad, on iOS 15 and iPadOS 15 or later.

Don’t confuse them with product page optimization, which tests other versions of your default page on a share of random visitors. A custom page is shown to the people who arrive through its link or its keywords; the product page optimization guide covers the tests.

What are the limits?

Apple’s pages set these rules:

• 70 pages per app. Apple’s news post of 29 October 2025 says you can now “create and publish up to 70 custom pages at a given time”, which it calls double the number. The App Store Connect release notes date the change to 28 October 2025.
• An app already on the store. You can create a custom page only “if your app has the Ready for Distribution status in at least one country or region.”
• Review for every page. Custom pages and their metadata, deep links included, must be approved before anyone sees them. Once your app is approved, you can submit a page with or without an app version; before that, it goes with your first version.
• No edits during review. You can’t change a page’s screenshots, previews, promotional text or keywords while it is under review.
• Edits keep the URL. An approved page is edited by creating a new version of it, which is published automatically once approved, without changing its URL.
• Off at any time. A disabled or deleted page’s URL sends people to your default page.
• Roles. Account Holder, Admin, App Manager or Marketing.

How does a custom product page appear in search?

Apple presented the feature at WWDC in June 2025, in its session on App Store Connect, as “introducing keywords for custom product pages allowing them to now be surfaced in search results”. Its developer news announced it on 29 October 2025, together with the move to 70 pages:

Additionally, you can now assign keywords to each custom product page so they’re more discoverable on the App Store. Custom product pages with keywords assigned to them can appear in search results for those selected keywords instead of your default product page.

Apple’s pages give no date for when the option first appeared in App Store Connect. The help describes how it works:

You can assign keywords from your latest approved app version to a custom product page. This directs customers to your custom product page when they search those keywords, rather than your default product page. You can assign keywords in App Store Connect at any time, but the custom product page is searchable only after it’s approved and set to visible.

In practice, in App Store Connect: open Custom Product Pages, click the page, select its keywords in the Keywords section, “repeat this as necessary for each localization”, then click Publish. You can disable assigned keywords one by one later. Assigning keywords alone needs no review: in the WWDC session, Apple says that “as long as you’re just assigning keywords, you can make this live without needing to submit for review.” The page itself must be approved and visible, though.

One keyword, one page. Apple’s search page asks you to “ensure the keywords you select match the intent of your custom product page and that each keyword combination is unique to a single product page”, and the help adds a tip: “select a unique set of keywords for each page.” Apple doesn’t say what happens if two pages share a keyword, or what exactly a “keyword combination” covers. Keep each keyword on one page.

How do these keywords relate to your keyword field?

This is where most expectations go wrong.

• A custom page adds no keyword. You choose its keywords among those of your latest approved version, so its keywords cannot make your app appear for a word your version doesn’t already carry; to rank for a new word, add it to your keyword field, name or subtitle, in a new version.
• Name and subtitle words: not documented. Apple’s help and its WWDC session speak of your version’s keywords. Neither says whether a word that is only in your name or subtitle can be assigned.
• A new version can take keywords away. Your page draws on your latest approved version, and Apple doesn’t say what happens to a page’s keyword when you remove it from the keyword field. Check your pages after each release. ASO Gauge’s proposal checks treat the removal of a keyword that a custom page relies on as blocking, for that reason.
• One assignment per localization. Keywords are assigned localization by localization. Apple doesn’t say how this combines with the several localizations a storefront searches; the localizations guide covers those.
• The rank: not documented. Apple says the custom page appears “instead of your default product page”. It doesn’t say your app moves up or down. If a page converts better, the extra downloads are a signal Apple lists among its ranking factors, but Apple doesn’t document any effect of custom pages on rank.

So a custom page with keywords changes what people see for a search, and so, perhaps, how many tap. Its keywords add nothing to what your app is found for.

What about deep links?

Each page can also open your app on the right screen.

You can optionally add an app deep link to your custom product page. When users running a minimum of iOS 18 or iPadOS 18 click Open on your custom product page, the app deep link directs them to specific content in your app.

Apple’s rules: a universal link or a custom URL, universal links preferred; no URL shorteners or redirects; test the link, for example from the Notes app; and the deep link must be approved, so submit the page again after adding one. For a page assigned to a search about one feature, the link closes the loop: someone who searched for it, then tapped Open, lands on it.

Can you see which page a search shows?

For your own app, App Analytics shows each page’s traffic, filtered by source; Apple’s WWDC session says “You can also view search traffic per custom product page in app analytics.” For other apps, the public search responses don’t tell.

Apple doesn’t document a way to see another app’s custom pages in search. On an iPhone, the sign is what the result shows, such as its screenshots, which can differ from the app’s default page.

How do you measure the effect?

Two measurements, each with its trap.

1. Conversion, in App Analytics. Under Acquisition, Product Pages lists your custom pages; each shows product page views, downloads and conversion rate, then proceeds. You can filter by territory, source type and device, so filter on App Store Search. Apple sets two limits on what you’ll see:

• “Data for a particular Custom Product Page will appear once it receives at least five first-time downloads.”
• Apple’s list of analytics filters includes product page, source type, territory and device, but no search term: you see a page’s search traffic, not the keyword that brought each visit.

And one trap of comparison. A custom page receives only the searches for its keywords; the default page receives all the others. Their conversion rates don’t describe the same people, so the gap between them is not the page’s effect. Compare like with like: the same keywords’ conversion before and after you assigned them, over the same weeks. Apple’s definitions add a doubt: its “App Page” type counts a download made “directly from App Store search results”, outside any product page, and Apple doesn’t say how such a download is counted when a custom page was the one shown.

2. Ranks, keyword by keyword. Apple doesn’t claim that a custom page moves your rank. If you want to know, measure each assigned keyword in each country for a week before and from the third day after the page goes live, as ASO Gauge’s method does for listing changes. A move counts only when the ranges before and after stop overlapping; the guide to judging a listing change explains why.

Make one change at a time: one page, one localization, nothing else touched that month, and note the day you clicked Publish and the day the page was approved.

Common mistakes

• Expecting new keywords from a custom page. It only reuses your version’s keywords.
• Assigning the same keyword to two pages. Apple asks for each keyword combination to belong to one page.
• Forgetting the other localizations. Keywords are assigned per localization.
• Removing a keyword that a page relies on in your next version’s keyword field.
• Reading the gap between a custom page and the default page as an effect. They don’t serve the same searches.
• Judging before the page is approved and visible. Keywords work only from then.

Sources

• Apple, App Store Connect Help, Configure multiple product page versions: the 70 pages, what can differ, visibility, keywords, deep links, edits and analytics.
• Apple, App Store Connect Help, Submit a custom product page: review, with or without an app version, no edits during review.
• Apple, Custom product pages on the App Store: iPhone and iPad, the URL’s product page ID, review independent of an app update.
• Apple, App Store search: custom pages in search results, one keyword combination per page.
• Apple Developer News, Enhancements to help you submit and market your apps and games, 29 October 2025: 70 pages and keywords.
• Apple, App Store Connect Help, Release notes: up to 70 pages, 28 October 2025.
• Apple, WWDC25, What’s new in App Store Connect: keywords for custom pages, assignment without review, search traffic per page.
• Apple, App Store Connect Analytics Help, Custom Product Pages and Filters and dimensions: metrics, the five-download threshold, filters, page types.
• Measurement: 24 searches with the App Store app’s iPhone search in six storefronts between 00:08 and 00:10 Paris time, and 2 searches on the App Store website in the United States at 00:15, on 26 October 2026.

Checked on 26 October 2026.