App Store product page glossary

Which terms matter most for custom product pages?

Five: the page, the page it differs from, the keywords that put it in search, the rate Apple measures it by, and the feature it is confused with.

If the feature is new to you, read the terms in this order:

1. Product page, default product page, custom product page.What the page is, and how a custom one differs.
2. Screenshot, app preview, promotional text, device size.The parts you can change.
3. Custom product page link, keywords, deep link, visibility.How people reach a page and where it goes.
4. App Analytics, impressions, product page views, conversion rate, redownloads.How a page is measured.
5. Product page optimization and treatment.The other feature, so you do not mix them up.

The complete guide puts the terms to work.

Terms A to Z

App Analytics

The analytics section of App Store Connect, under your app’s Analytics tab. It reports views, downloads, conversion rate, proceeds and retention, filtered by territory, source type and device, and lists each custom product page under Acquisition, Product Pages, once the page has five first-time downloads.67

App preview

An optional video of 15 to 30 seconds that shows your app in use, up to three per device size and language, shown before the screenshots on the product page.911 A custom product page can have its own.1

App Review

Apple’s review of apps and their metadata against the App Review Guidelines, which require that screenshots and previews reflect the app’s core experience and show the app in use.15 A custom product page, including its deep link, must be reviewed before anyone can see it.3

App Store Connect

Apple’s web tool, also on iPhone and iPad, where developers upload, submit and manage their apps, view sales reports, read analytics and run TestFlight.13 Custom product pages, product page optimization tests and in-app events are all created there.

App Store Connect API

A REST API that automates tasks across App Store Connect, Xcode, and Certificates, Identifiers and Profiles, including app metadata, product pages and reporting.14 It has endpoints for custom product pages, their localizations, screenshots and keywords, covered in automating custom product pages.

Conversion rate

In App Analytics, total downloads and pre-orders divided by unique device impressions; a pre-order counts once, when placed.7 It is the figure Apple reports for each custom product page, and how to measure a custom product page explains what a difference between two pages does and does not show.

Custom product page

An alternate version of your product page that highlights particular features or content, with its own screenshots, app previews and promotional text, its own URL, localizations, and optional keywords and deep link. Up to 70 per app, on iOS 15 and iPadOS 15 or later.12

Custom product page link

The unique URL App Store Connect generates when you create a custom product page. It stays the same when you edit the page, and when the page is disabled or deleted it sends people to the default product page instead.2

Deep link

A universal link or custom URL attached to a custom product page so that someone who taps Open lands on specific content in your app rather than its home screen. It needs iOS 18 or iPadOS 18 or later and must be approved with the page.12

Default product page

Your app’s product page as everyone sees it. A custom product page is visible only to people who follow its link or search its assigned keywords; otherwise the default product page displays to all customers.2 In product page optimization it is also the original, the control each treatment is compared with.5

Device size (screenshot sizes)

The display size a set of screenshots is for, named by Apple by device class, such as iPhone with Dynamic Island (medium display) or iPad 13-inch display, each with its own pixel dimensions. The required sizes need at least one screenshot; App Store Connect scales them for sizes you leave out.10 The list is in custom product page requirements.

Impressions

The number of times your app was viewed for more than one second on the Today, Games, Apps and Search tabs, including product page views.7 A result in a search list counts, whether or not it was tapped.

In-app event

A timely event within an app or game, such as a competition or premiere, shown as a card on your product page, in search results and in editorial selections. Up to 15 approved events at a time, 10 published, each up to 31 days long.12 It appears on every version of the product page, custom ones included.

Keyword field

The field in an app version’s metadata that lists the keywords your app is searchable by: up to 100 bytes per localization, each keyword longer than two characters, with no other apps’ or companies’ names.9 It is the pool a custom product page’s keywords are chosen from.

Keywords (for a custom product page)

Keywords from your latest approved app version assigned to a custom product page, per localization, so that people who search them see that page instead of your default product page. The page is searchable only once approved and set to visible, and Apple asks for a unique set per page.12 See custom product pages in App Store search.

Localization

Your App Store metadata in one language. You choose a primary language when you add an app; people whose language matches another localization see that one, and where none matches Apple uses the next most relevant one or the primary language.816 A custom product page is fully localizable.2

Product page

Your app’s page on the App Store: name, subtitle, icon, screenshots, app previews, promotional text, description, price, ratings and reviews, and any in-app events.89 The default product page is the one everyone sees; a custom product page is an alternate version of it.2

Product page optimization

Apple’s feature for testing your default page: alternate icons, screenshots and app previews in up to three treatments, shown to a random share of visitors for up to 90 days, with conversion rate, improvement and confidence reported against the baseline.45 When to test and when to make a page: custom product pages vs. product page optimization.

Product page views

The total number of times your product page was viewed, including when another app loads it with StoreKit.7 It is the first number on a custom product page’s dashboard.6

Promotional text

Up to 170 characters shown above your description, which you can change without submitting a new app version.9 A custom product page can carry its own.1

Redownloads

Downloads by people who had the app before, counted when they tap the redownload button; auto-updates and restores are not counted. First-time downloads plus redownloads are total downloads.7 Only first-time downloads count towards the five that make a page’s data appear.6

Screenshot

An image showing what your app looks like on a device, uploaded per device size and localization: at least one and up to ten per size, as JPEG or PNG without transparency.910 App Review requires that screenshots show the app in use.15 Screenshots are the main thing a custom product page changes.1

Subtitle

A summary of your app, at most 30 characters, under the app’s name on its product page.8 Like the name and icon, it is the same on every custom product page.1

Treatment

In product page optimization, a variant of your product page compared with your original; a test has up to three, and the baseline is the variant the others are measured against.45 A treatment is not a custom product page: nobody chooses to see it, and it ends with the test.

Visibility (of a page)

Whether a custom product page can be seen on the App Store. A page must be approved by App Review before it is visible, appears in search only once approved and set to visible, and can have its link disabled, after which it sends people to the default page.23 In a submission its status moves from Ready for Review to Waiting for Review, In Review, and Accepted or Rejected.17