How they work
Each custom product page has its own URL and can use different screenshots, app previews and promotional text. The app name, icon and description stay the same. You create them in App Store Connect and send traffic to them from ads, emails, social posts or Apple Search Ads.
App Store Connect reports impressions, downloads and conversion rate for each page separately.
When to use them
- Matching an ad's message. An ad about recipes should land on a page full of recipe screenshots.
- Different audiences: students vs. teams, beginners vs. pros.
- Seasonal campaigns without changing your default page.
Google Play equivalent
Google Play offers custom store listings, which can target specific countries, users who reached the page via a particular link, or pre-registration.
Example
A language-learning app runs one campaign aimed at travelers and one aimed at students. Each ad links to its own custom product page. Conversion on the travel page beats the default page by a wide margin because the first screenshot says "Order food in Italian in 2 weeks". See also user acquisition.