Custom product page statistics (2026)
Apple reports a 2.5 percentage point higher conversion rate on average for people sent to a custom product page, against a 1.6 percent average on default pages. Appfigures counted 83 of the top 100 grossing US apps and games using them in July 2025, 30 of them with 30 or more pages. Apple raised the limit from 35 to 70 pages per app on October 29, 2025, and MobileAction measured Apple Ads impressions on custom pages rising from 6.56 billion in 2024 to 15.80 billion in 2025. Every figure below carries its source, its date, and what it does not show.
| Conversion lift, Apple’s average | +2.5 percentage points for people referred to a custom product page, against a 1.6% default-page average |
|---|---|
| Adoption, top 100 grossing US apps and games | 83 of 100 use them; 30 run 30 or more (Appfigures, July 2025) |
| Pages per app | 70, raised from 35 on October 29, 2025 |
| Apple Ads impressions on custom pages | 6.56 billion in 2024 to 15.80 billion in 2025 (MobileAction) |
| Last checked | October 7, 2026 |
How many apps use custom product pages?
Most of the biggest apps, and a minority of everyone else. Appfigures reported in July 2025 that 83 of the top 100 grossing apps and games in the US use custom product pages, that 30 of those use 30 or more, and that 17 use none; its reading was that apps are either all in or not in at all.3 That is the top of the chart, where ad budgets are largest.
Further down, use is thinner. AppTweak found that 61% of the top 1,000 apps and 74% of the top 1,000 games in the US App Store in 2025 did not have a single Apple Ads campaign using a custom product page.4 That counts pages used in Apple Ads, not pages used for search or links, so it understates how many apps have a page at all.
| Figure | Who | Context | Source | Read it as | Last checked |
|---|---|---|---|---|---|
| 83 of 100 use them; 30 run 30 or more | Top 100 grossing US apps and games | A snapshot of App Store listings | Appfigures, July 18, 20253 | What the biggest earners do, not what most apps do | October 7, 2026 |
| 61% of apps and 74% of games ran none in Apple Ads | Top 1,000 US apps and games | Apple Ads campaigns in 2025 | AppTweak, December 4, 20254 | Ads use only; a page used for search or a link is not counted | October 7, 2026 |
| Impressions 6.56B to 15.80B; installs 52.42M to 128.93M | Advertisers in MobileAction’s data | Apple Ads, 2024 against 2025 | MobileAction, 2026 benchmark5 | Growing use within one vendor’s data, not market share | October 7, 2026 |
What conversion lift do custom product pages get?
Apple’s average is 2.5 percentage points. In Apple’s words, developers see a 2.5 percentage point increase on average when referring people to a custom product page, which Apple calls a 156% increase on the 1.6% average conversion rate of default product pages.1 Apple does not say over what period or across how many apps, and since keywords for pages only arrived in July 2025, the people counted came mostly from ads and links.
The published cases are below. Each is one app, in one context, measured by the developer or a vendor.
| Figure | Who | Context | Source | Read it as | Last checked |
|---|---|---|---|---|---|
| +2.5 points conversion, against a 1.6% default | Apple’s average across developers | People referred to a page, mostly ads and links | Apple, Custom product pages1 | Support for focused destinations. Points, not percent | October 7, 2026 |
| +8.6% net-new installs | Bolt | Organic search: a page for “airport transfers” | AppTweak, Bolt case study6 | The one organic case, by the vendor that built the pages | October 7, 2026 |
| +20% conversion; +48% tournament signups year over year | CBS Sports | Website referral: a March Madness page | Apple, tech talk7 | One seasonal page, presented by Apple | October 7, 2026 |
| +63% tap-through, +83% installs | Pillow | Apple Ads: ad variations about Apple Watch sleep tracking | Apple Ads, success story8 | Against its default ad. Installs is volume, not conversion | October 7, 2026 |
| 39% lower cost per install; +58% conversion | SoundCloud | Apple Ads: competitor brand campaigns | AppTweak, SoundCloud case study9 | Conversion is installs over ad impressions, not page views | October 7, 2026 |
| +33% conversion, 14% lower cost per install | State of Survival (FunPlus) | Apple Ads and marketing aimed at RPG audiences | Apple, tech talk7 | Targeting and page changed together | October 7, 2026 |
| +42% tap-through, +9% conversion | HelloFresh | Apple Ads: ad variations against its default ad | Apple Ads, best practices10 | One advertiser. Taps move more than installs | October 7, 2026 |
| +45% tap-through, +8% conversion | Facetune | Apple Ads: ad variations against its default ad | Apple Ads, best practices10 | Same reading as HelloFresh | October 7, 2026 |
| Tap-through 1.43% to 1.72%; conversion 55.87% to 47.57% | MobileAction’s advertisers | Apple Ads, 2024 against 2025 | MobileAction, benchmark5 | One dataset as use grew. Conversion fell | October 7, 2026 |
The pattern: tap-through moves most, because a new creative is a new ad; conversion moves less; and the only organic figure is a single app. How to see the difference in your own ad groups is in custom product pages for Apple Ads.
How big is the production job?
Up to 70 pages, each with up to 10 screenshots per device size, so the ceiling is thousands of images for one app in one language. The arithmetic from Apple’s limits:
- Required per page: one iPhone screenshot, plus one iPad screenshot if the app runs on iPad.Apple’s required sizes are iPhone with Dynamic Island (medium display) and the 13-inch iPad. Other sizes are optional: when one is missing, App Store Connect scales the next size up.
- Typical per page: 3 to 5 screenshots in the two required sizes, so 6 to 10 images.App previews (up to 3 per size) and promotional text (170 characters) are optional.
- Full per page: 10 screenshots in every size you supply yourself.Our requirements guide lists nine sizes worth supplying, six iPhone and three iPad: 90 images per page per language.
- Across 70 pages: 420 to 700 images at the typical rate, 6,300 at the full rate, per language.Every localization carries its own screenshots, so each language multiplies it again.
Required and optional are Apple’s terms, from its screenshot and app preview specifications.1213 The sizes and what Apple scales from what are in custom product page requirements; how to count the pages your app needs from its keyword groups and use cases is in how many custom product pages your app needs.
What are Apple’s limits?
Seventy pages, ten screenshots and three previews per device size, 170 characters of promotional text, keywords only from the approved version. The full set:
| Pages per app | 70, on iPhone and iPad111 |
|---|---|
| Screenshots | Up to 10 per device size, at least one12 |
| App previews | Up to 3 per device size and language, 15 to 30 seconds each13 |
| Promotional text | 170 characters14 |
| Keywords | Chosen from your latest approved app version; the page appears in search only once approved and set to visible11 |
| Minimum OS | iOS 15 and iPadOS 15 or later11 |
| Deep links | One per page, optional; iOS 18 and iPadOS 18 or later1 |
| Analytics | Data appears after five first-time downloads15 |
| Last checked | October 7, 2026 |
What has changed over time?
The limit doubled and search arrived, both in 2025. In date order:
- December 2021. Custom product pages open in App Store Connect for iOS 15, up to 35 per app.11
- January 2022. Apple Search Ads can send an ad to a custom product page.1
- June 2024. Deep links on a page, for iOS 18 and iPadOS 18 or later.1
- July 2025. Keywords for a page: it can appear in search results for keywords from your latest approved version.11
- October 29, 2025. The limit rises from 35 to 70 pages per app.2
Each entry, with Apple’s announcement, is in the changelog. Articles written before October 2025 still say 35, and articles before July 2025 say a page cannot appear in search; both were true when written.
How should you read these numbers?
As evidence that a focused page converts better than a general one, and nothing more precise. Three cautions apply to every row above. The vendor studies (AppTweak, MobileAction, Appfigures) come from companies that sell custom product page services or data, drawn from their own customers or crawls, and none has been reproduced by anyone else. Paid and organic differ: most of the figures are Apple Ads results, where the ad creative changes along with the page, and tap-through moves far more than installs. And a one-app result is a one-app result; Bolt’s 8.6% is the only organic figure in public. Even your own numbers compare two audiences, not two pages, which is why how to measure a custom product page treats the default page as context and product page optimization as the controlled test. The complete guide covers the feature itself.
Sources
- 1Apple, Custom product pages The 2.5 point average, the 1.6% default, the limit of 70, deep links on iOS 18.
- 2Apple, Enhancements to help you submit and market your apps and games (news, October 29, 2025) The limit raised to 70, and keywords for pages.
- 3Appfigures, This Week in Apps: Converting Much? (July 18, 2025) As reported by Appfigures. A snapshot of the top 100 grossing US apps and games.
- 4AppTweak, The 2026 CPP Framework (December 4, 2025) Apple Ads campaigns using a page, among the top 1,000 US apps and games in 2025.
- 5MobileAction, Apple Ads 2026 benchmark: ad variations using custom product pages Year-over-year figures within its own and SearchAds.com data, not a comparison with default pages.
- 6AppTweak, Bolt case study AppTweak’s own incrementality analysis of organic pages.
- 7Apple, Custom product pages tech talk (CBS Sports, State of Survival) A website referral page and an audience-specific campaign, presented by Apple.
- 8Apple Ads, Pillow success story Ad variations against the default ad. More installs is volume, not conversion.
- 9AppTweak, SoundCloud case study Apple Ads competitor campaigns. Its conversion is installs over impressions.
- 10Apple Ads, Ad variations best practices (HelloFresh, Facetune) Each advertiser against its own default ad.
- 11Apple, Configure multiple product page versions (App Store Connect Help) iOS 15, keywords from the latest approved version, visibility, five first-time downloads.
- 12Apple, Screenshot specifications
- 13Apple, App preview specifications
- 14Apple, Platform version information Promotional text: 170 characters.
- 15Apple, Custom product page analytics (App Store Connect Help)
Questions people ask
What is the average conversion rate of a custom product page?
How many apps use custom product pages?
Do custom product pages improve organic installs?
Where do these numbers come from?
See your first page.
Look up your app. In about a minute you see three pages planned for it and one designed on your own screenshots, before you sign up.