Custom Product Pages(CPP)

What are Custom Product Pages?

Custom Product Pages (CPP) launched in App Store Connect in late 2021 alongside iOS 15. They let developers create alternate versions of their product page with different screenshots, preview videos, and promotional text, while keeping the same app name, subtitle, description, and pricing.

Each CPP has a unique URL parameter (?ppid=...) appended to the App Store link. Sending traffic to that URL surfaces the alternate listing instead of the default. Common use cases: persona-targeted campaigns (fitness audiences see fitness-focused screenshots; productivity audiences see different ones), seasonal promotions, and channel-specific creative (Instagram ads vs Google Search Ads vs influencer links).

How are CPPs different from Product Page Optimization?

CPP is a deterministic routing mechanism: send traffic to URL X, that audience sees variant X. PPO is a randomized A/B test: a portion of organic traffic gets randomly assigned to treatment variants for measurement. Both can coexist, and many teams run PPO on the default page while routing paid traffic to CPP variants.

What changed for CPPs in 2026?

The variant limit remained at 35 per app as of 2026. App Store Connect added richer analytics distinguishing CPP traffic by source. Apple Search Ads integration improved: campaigns can now route to specific CPP variants per ad group, making the persona-targeted-creative pattern easier to operationalize without third-party deep linking.