Choose a real supported use case
Apple documents custom pages with unique URLs and variations in screenshots, promotional text and previews. Their metadata follows the relevant review process. Verify current capabilities and account conditions in App Store Connect before implementation.
Choose a use case already supported by the product. A campaign about collaboration should not lead to a page that only demonstrates individual editing. Do not show an unavailable feature to make the page match the advertisement.
Build the mapping worksheet
| Element | What must remain consistent |
|---|---|
| Campaign | The audience's task and accurate promise |
| Store page | Screens and explanation of that task |
| Access conditions | Plan, platform or setup requirements |
| App destination | The supported next useful action |
| Measurement | Download and downstream outcome definitions |
Apple also documents supported deep-link conditions for custom pages. A configured link still needs testing on the actual app and device states.
Worked example: two uses, one genuine product
Illustrative example: a planning app supports solo projects and team coordination. One page demonstrates a personal plan; another shows the supported shared workflow. Both should accurately represent the same app and clearly explain relevant access conditions.
Do not assume the page with more downloads produces better retained users. Review relevant activation and continued value by comparable acquisition cohorts where reliable reporting supports it.
Verify the whole destination
Inspect the shared URL, page content and app-opening behavior. Test fresh and existing users where the route allows it. Keep fallback destinations clear when the intended feature cannot be reached.
Record the page version with the campaign so later changes are interpretable. Use the deep-link QA guide to avoid losing the original task between store and app.
Primary-source context: Apple: custom product pages. Checked 2026-10-13.
Ayoub Mouhachtt
Growth & performance marketing. Explore my working background.
An AI-assisted educational guide commissioned for Ayoub’s Growth Notebook. Worked examples are illustrative; they are separate from the portfolio’s client evidence. How these guides are prepared.