Custom product pages.

Custom product pages are alternate versions of an App Store product page, each with its own screenshots, previews, and promotional text, reachable by unique URLs. They let paid traffic land on a page that matches the ad’s message instead of a one-size default listing, which is message match applied to the store.

A game runs ad creative around a seasonal event. Instead of sending that traffic to the default listing, it routes to a custom product page whose screenshots show the event. The team compares conversion for comparable audiences and periods to test whether the closer message match helps.