Apple allows 70 per app

Custom Product Pages

A custom product page is one creative variant pointed at one audience. Apple lets you publish 70 of them, each with its own screenshots, promotional text and keywords. What goes wrong is rarely the creative — it is seventy pages whose names collide, whose keywords overlap and whose links carry no tag. Plan them here; everything stays in your browser.

Nothing here can tell you whether a custom product page works. Impressions, downloads and conversion rate per page live on the Acquisition tab of your own App Analytics and nowhere else — Apple publishes no benchmark, no lift figure and no recommended number of pages, so this page carries none. Apple also only reports on a page once it has at least 5 first-time downloads, which is why a brand-new page can look empty rather than broken.

Your app

Three fields, none of them fetched. This page makes no network requests at all.

The digits after /id in your App Store URL. Only used to build a tagged link to your default product page, as a baseline to compare against.

An App Store Connect team identifier, not a secret. The same value for every app you own.

0/100

“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.

That is why pages assign terms from this field rather than inventing their own. Assigning a keyword changes which page a search opens — it is not a claim about rank, and Apple documents no such effect.

1

Planned

69

Left of 70

0

With a URL

0/0

Keywords assigned

  • #1

    Your own planning state — Apple does not name a status for a page that has not been added to a submission yet.

    0/170

    Keywords assigned to this page

    Paste your latest approved version’s keyword field above and its terms appear here to assign. Apple assigns custom product page keywords from that field rather than from new ones typed per page.

    Link and attribution

    App Store Connect generates the unique URL — this page cannot know it or work it out, so paste it once the page exists.

    0/30

    Add a campaign token, plus either the unique URL or the App Store ID above, and the tagged link appears here.

    No reference name. This is the only label the page carries in App Analytics, so an unnamed page is a row you cannot identify later.

What a custom product page changes

Apple’s own list, quoted rather than paraphrased: “Each custom product page can include different screenshots, previews, promotional text, and keywords, and is localizable and shareable through a unique URL.”

  • Screenshots

    Up to 10, per localization, as on the default page.

  • App previews

    Up to 3, per localization, per device size.

  • Promotional text

    Up to 170 characters.

  • Keywords

    Assigned from the keyword field of your latest approved app version — not typed fresh.

  • App deep link

    Optional. Opens specific content on iOS 18 / iPadOS 18 and later.

  • App name

    Not listed as something a custom product page can vary.

  • Subtitle

    Not listed.

  • Description

    Not listed. Only promotional text is.

  • App icon

    Not listed here. Apple names the icon under Product Page Optimization, which is a separate feature.

  • Price and in-app purchases

    Not listed. These belong to the app, not to a page.

The right-hand column is a statement about Apple’s documentation, not a tested restriction: Apple enumerates what a page may vary, and these are not in that list. The icon is the one worth knowing — Apple names it under Product Page Optimization, which is a different feature and the one the A/B test calculator is about.

Getting one approved

“Custom product pages must be approved before they are visible to users.”

“Any metadata included in your custom product pages must be submitted for review, which you can do independent of an app update.”

“An approved custom product page can be edited and submitted for review without affecting its unique URL. Changes are published automatically upon approval by App Review.”

“You can’t modify a custom product page’s screenshots, previews, promotional text, or keywords, while it’s under review.”

The URL, once it exists

“Your custom product page’s unique URL is automatically generated and displays on this page.”

“If someone selects a URL for a disabled custom product page, they’re automatically redirected to 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.”

Why both halves. The unique URL decides which page opens. The campaign token names the placement in App Analytics. They answer different questions — which creative, and which channel — and Apple documents each of them separately.

Apple does not document combining them: the campaign links help page makes no mention of custom product pages. Appending the parameters to the generated URL is our reading, not Apple’s instruction, so open a built link on a device and confirm it lands on the right page before you post it anywhere. The same page also states a campaign needs a minimum of 24 hours and a threshold of five before it appears in the dashboard.

Tagging every other place you post? The campaign link builder does one row per launch venue, with QR codes.

Every number and every quoted sentence on this page was read from Apple, last checked on 25 August 2026: Configure multiple product page versions for the 70-page cap, the keyword rule, the URL and the deep link; Submit a custom product page for the review statuses; Custom Product Pages and Creating Your Product Page for the 10 screenshots and 3 previews; and Platform version information for the 170-character promotional text and the keyword field.

Apple documents that keyword field two ways — 100 characters in one place, “up to 100 bytes of content” in another. For plain English they agree; outside Latin script they do not, so both are checked here and the smaller one is the one to plan against.

Your plan is stored in this browser only. Nothing is uploaded, and this page makes no network requests of any kind.

Writing the copy itself? Above the fold measures how much of a description survives before the “more” link, and the screenshot teardown puts your first screenshot next to the ten apps you rank against.

How do you keep 70 versions of your product page straight?

Apple lets an app publish up to 70 custom product pages, each with its own screenshots, app previews, promotional text and keywords, and each with a unique URL that App Store Connect generates. A custom product page is the object that ties one creative variant to one audience.

What goes wrong is rarely the creative. It is the bookkeeping: pages whose reference names collide, so App Analytics shows two rows you cannot tell apart; keywords claimed by two pages, which Apple explicitly asks you to avoid; and links posted with no campaign token, so the downloads arrive with no idea which placement sent them. This page plans all of that in one sheet.

How it works

  1. 1Paste the keyword field from your latest approved app version. Apple assigns custom product page keywords from that field rather than from new ones typed per page, so its terms become the pool every page draws on.
  2. 2Add a page per audience: a reference name, who it is for, the promotional text, the terms it claims, how many screenshots and previews it needs, and the creative concept behind them.
  3. 3Everything is checked against Apple’s real limits — 170 characters of promotional text, 10 screenshots, 3 app previews, and the keyword field measured in both characters and bytes because Apple documents it both ways.
  4. 4Duplicate reference names, duplicate campaign tokens and keywords claimed by more than one page are all flagged, along with terms a page still claims after the keyword field changed.
  5. 5Once App Store Connect has generated a page’s unique URL, paste it in and add a campaign token. The tagged link builds on top of the URL you pasted, so the unique URL decides which page opens and the token names the placement in App Analytics.
  6. 6Export the whole plan as CSV. Nothing is uploaded — the page makes no network requests at all and everything stays in your browser.

What it cannot tell you

  • It cannot tell you whether a custom product page works. Impressions, downloads and conversion rate per page live on the Acquisition tab of your own App Analytics and nowhere else. Apple publishes no benchmark, no lift figure and no recommended number of pages, so there is none here.
  • It cannot know your unique URL. App Store Connect generates it, and no format is guessed — paste it and everything that needs it comes alive; leave it blank and the tagged link says plainly that it opens your default product page instead.
  • Apple documents custom product page URLs and campaign links on separate pages and does not document combining them; the campaign links help page mentions custom product pages nowhere. Appending the parameters to the generated URL is this page’s reading, and it says so — test a built link on a device before you post it.
  • Assigning a keyword changes which page a search opens. That is Apple’s documented behaviour and it is not a ranking claim: Apple publishes no factor saying a custom product page moves a position.
  • The list of what a page cannot vary is a statement about Apple’s documentation, not a tested restriction. Apple enumerates what a page may change, and the app name, subtitle, description, icon and price are not in that list.
  • It cannot see your App Store Connect account, so the 70-page cap is the rule rather than a live count of what you already have.

Frequently asked questions

How many custom product pages can I have?

Apple allows up to 70 per app on the App Store, on top of your default product page. That is a ceiling, not a target — nothing published anywhere says how many you should have.

What can a custom product page change?

Apple’s own list is screenshots, app previews, promotional text and keywords, plus an optional app deep link, and every page is localizable. The app name, subtitle, description, icon and price are not on that list. The icon is the notable one: Apple names it under Product Page Optimization, which is a separate feature.

Can I use different keywords on a custom product page?

You assign keywords to it from the keyword field of your latest approved app version rather than writing new ones. Apple says that directs customers who search those terms to that page instead of your default one, and asks you to give each page a unique set so the most relevant page appears.

Do custom product pages need App Review?

Yes. Apple states that custom product pages must be approved before they are visible to users, and that their metadata can be submitted for review independent of an app update. An approved page can be edited and resubmitted without changing its unique URL, and while a page is in review its screenshots, previews, promotional text and keywords are frozen.

Why is App Analytics showing nothing for my new page?

Apple reports on a custom product page only once it has received at least five first-time downloads. A page below that threshold looks empty rather than broken.

Why add a campaign token when the page already has its own URL?

They answer different questions. The unique URL tells you which creative someone saw; the campaign token tells you which placement sent them. A single page shared to a newsletter, a subreddit and a press kit is one row in App Analytics without distinct tokens.