Custom product pages — matching the App Store page to each ad

TL;DR

• A custom product page (CPP) is an alternative App Store listing you can point a specific ad at.¹
• For Meta: build one CPP per audience angle and tie each ad to it — e.g. an ADHD ad lands on ADHD screenshots, a founders/CEOs ad on “how executives do better” screenshots.¹
• It’s a phase 2–3 optimisation; not needed when first testing Meta.¹
• In Apple Ads, each ad group (incl. single-keyword ad groups) can be tied to a CPP; Steve often leaves the default page.²³
• CPPs can also help measure revenue per Apple Ads source via RevenueCat (Steve mentions it, details deferred).⁴

Details

Why. The ad’s promise and the first screenshots should be continuous; the App Store page “connects with that ad”.¹ This is the same logic as matching screenshot 1 to the search keyword in organic ASO (What App Store screenshots should say (first three, keyword, USP, faces)).

Setup (Meta, Oct 2026 advice). Identify 2+ distinct audiences in your Meta creative plan → create a CPP per audience with screenshots speaking to that audience → when building each Meta ad, select its CPP as the destination.¹

Setup (Apple Ads, June 2026). When creating a custom ad group or a SKAG (single keyword ad group, e.g. exact “green noise”), there is an option to tie it to a CPP; Steve left it on default in his demo.²³

Producing CPPs. AppScreens can create a CPP directly from a screenshot set and upload it to App Store Connect, the same flow used for PPO tests (Producing screenshots and running Product Page Optimization tests).⁵

Disagreements / caveats

• No CPP test results are given in these sources; Steve promised a future video on when CPPs pay off (Sept 2026).⁶
• General knowledge (verify): CPPs are an Apple App Store feature; Google Play’s equivalent is custom store listings.

See also

• How much to rely on ASO, and how it fits with Apple Ads and Meta
• Producing screenshots and running Product Page Optimization tests

Footnotes

1. Before You Spend $1 on Meta Ads, Watch This @ 17:00 — Steve P. Young ↩ ↩² ↩³ ↩⁴ ↩⁵

2. Copy Our $85,000/Month Apple Ads Strategy @ 12:20 — Steve P. Young ↩ ↩²

3. Copy Our $85,000/Month Apple Ads Strategy @ 17:10 — Steve P. Young ↩ ↩²

4. Copy Our $85,000/Month Apple Ads Strategy @ 03:42 — Steve P. Young ↩

5. How to Create App Store Screenshots That Get More Downloads @ 17:42 — Steve P. Young ↩

6. How to Increase Organic Downloads Without Changing Keywords @ 15:16 — Steve P. Young ↩