Apple simply rolled out its subsequent progress lever on the App Retailer: customized product pages, beforehand unique to Apple Adverts campaigns, can now seem in natural search outcomes.
The information got here as a nice shock for the cellular app neighborhood as this was among the many updates introduced at WWDC 2025 very not too long ago however many individuals have been anticipating this replace in the direction of the autumn.
This isn’t simply one other incremental replace. For years, customized product pages have been a powerhouse inside Apple Adverts. And, they have been conversion-focused belongings. Now they will affect each person who varieties a question into the App Retailer search bar, which makes them discovery belongings as nicely in top-of-funnel.
This is likely one of the largest natural progress alternatives on the App Retailer in the previous couple of years and if you happen to personal person acquisition, ASO, or progress for an app, this can be a proper time to get forward of the curve.
On this piece, we’ll be offering;
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Why This Issues Proper Now: Fast implications of customized product pages showing in natural App Retailer search outcomes, backed by MobileAction knowledge and insights from our 2025 Apple Adverts Benchmark Report.
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What You Can Do Proper Away: Actionable steps to audit current customized product pages, optimize key phrases, localize belongings, leverage deep linking, and measure efficiency successfully.
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Excessive-Affect Use-Circumstances You Can Deploy This Quarter: Sensible eventualities demonstrating how customized product pages can instantly improve key phrase relevance, persona focusing on, competitor protection, and seasonal promotions.
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Constructing an Intent-First Funnel Throughout Paid and Natural: Insights into structuring your funnel to leverage this replace successfully for each stage of the person journey, from discovery by means of re-engagement.
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Quick-Observe Guidelines for UA & ASO Groups: Important duties and routines your workforce can comply with to rapidly capitalize on this replace and persistently optimize efficiency.
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Trying Forward: How MobileAction’s instruments and experience will help your ongoing success in leveraging customized product pages for natural progress, serving to you outperform rivals.
1 | Why this issues proper now
Per MobileAction knowledge ~70% of the apps which can be doing Apple Adverts are nonetheless not using customized product pages.
Nonetheless, our 2025 Apple Adverts Benchmark Report reveals the facility of customized product pages. In 2024 alone:
- 6.56 billion impressions generated throughout customized product pages in 2024, whereas default product pages producing 2.08 billion impressions
- Conversion charges by means of customized product pages improved by 32% (from 42.13% to 55.87%)
- Value per acquisition decreased from $4.83 to $4.58 regardless of rising prices
Most telling? In 2024, faucets decreased from 120M to 93M whereas installs elevated from 50.9M to 52.4M in comparison with 2023. Word that we noticed decreases in installs by means of default product pages in the identical time interval.
This proves customized product pages are attracting higher-intent customers who truly convert. Now, app builders and entrepreneurs are about to take pleasure in the identical raise, at no cost, through natural search on the App Retailer.
We additionally imagine that this can considerably enhance the adoption of the function amongst app publishers.
2 | What you are able to do straight away
The discharge on the App Retailer Join focuses on key phrases already in your app metadata (not title or subtitle).
Right here’s easy methods to extract most worth straight away:
- Begin with auditing your current advert variations utilizing customized product pages on Apple Adverts for efficiency, inventive freshness, and localization. Those which have the highest conversion charges are precisely what you need showing in natural search.
- Check out the customized product pages-specific knowledge and class benchmarks earlier than you produce any belongings, if you happen to don’t have any customized product pages prepared but. Merely learn our 2025 Apple Adverts Benchmark Report and 2025 ASO Report at no cost to view the most recent insights.
- Mine your key phrase area for high-intent phrases. Your key phrases pulled straight out of your current metadata and solely these key phrases will be assigned, so select properly.
- Determine key phrases the place visible storytelling offers the strongest benefit. “Finances tracker” advantages extra from customized product pages than “well being” as a result of customers have particular visible expectations for a key phrase like that. Prioritize key phrases the place your app affords differentiated worth. If you happen to’re the one budgeting app with expense photograph scanning, create a customized product web page highlighting that function for “expense tracker” searches.
- Assign one customized product web page for a theme. A number of key phrases will be linked to the identical customized product web page, however a key phrase ought to by no means be linked to a number of customized product pages.
- Localize screenshots, app previews, copy, and promotional textual content in case your app is listed in several nations. In any other case, you won’t see the outcomes you anticipate.
- Add deep hyperlinks to direct the customers from a customized product web page to the precise place you need them to land. This can create a extra related expertise, and increase person engagement and retention.
- Measure efficiency, observe rivals and iterate. Use the App Analytics dashboard within the App Retailer Hook up with measure efficiency, MobileAction’s CPP Intelligence to trace your rivals who’re doing advert variations utilizing customized product pages, and MobileAction’s CPP A/B Testing software to run A/B checks on your advert variations to learn the outcomes and iterate your present customized product web page variants.
3 | Excessive-impact use-cases you’ll be able to deploy this quarter
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Function Highlight
- Instance: Spotlight “sleep tales” versus “meditation programs” inside one wellness app.
- Profit: 1:1 alignment between search intent and first screenshot lifts tap-through and set up charges.
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Viewers Persona
- Instance: A finance app reveals a visuals-focused web page for first-time traders and a data-dense web page for energetic merchants.
- Profit: Increased persuasion with minimal design overhead.
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Competitor Protection
- Instance: When somebody searches a rival model, level them to a web page that contrasts your distinctive benefit—pricing, pace, or content material depth.
- Profit: Converts steal-traffic with out inflating bids.
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Seasonal or Promotional Push
- Instance: A food-delivery app surfaces a “back-to-school lunches” web page in August.
- Profit: Topical relevance interprets into increased conversion and brisker inventive hooks for adverts.
4 | Constructing an intent-first funnel throughout paid and natural
| Funnel Stage | What Modifications With Natural Customized Product Pages |
| Discovery | Key phrase-specific inventive now lives in each natural outcomes and adverts in search outcomes. |
| Consideration | Uniform messaging throughout paid and natural builds stronger cognitive hyperlinks and belief. |
| Set up | Increased visible relevance boosts conversion → lowers CPA → feeds Apple’s engagement indicators. |
| Re-engage | Deep-linking from pages retains the promise of the inventive, enhancing day-one metrics that affect rating and advert algorithms alike. |
Takeaway: Deal with each high-intent key phrase as a micro-segment with its personal narrative, inventive set, and first-time person movement. Paid and natural are merely two visitors sources into the identical optimized journey.
5 | Quick-track guidelines for UA & ASO groups
- Align KPIs. Agree on a shared install-to-trial (or ROAS) goal so paid and natural groups optimize towards the identical final result.
- Centralize inventive manufacturing. One grasp file per web page retains localization and testing cycles tight.
- Use first-party knowledge. Feed MobileAction benchmark ratios—55.87 % CVR and $4.58 CPA—as baselines on your personal targets.
- Schedule weekly critiques. Examine page-level conversion, key phrase motion, and CPI drift in a single dashboard.
- Iterate relentlessly. Retire under-performing pages; double down on winners; A/B take a look at headline, order of screenshots, and callouts.
6 | Trying forward
Apple’s enlargement of customized product pages into natural search is the clearest sign but that intent-aligned inventive is the way forward for the App Retailer. Early adopters will seize outsized features in each conversion and key phrase visibility, whereas late movers combat over increased bids and decrease ranks.
As an Apple Adverts Associate, MobileAction is already integrating keyword-level CPP analytics into CPP Intelligence and Compass, so you’ll be able to:
- Spot which key phrases set off every web page (paid or natural).
- Benchmark CVR, CPT, and CPA in opposition to class leaders.
- Hint the impression of each web page replace on rankings and income.
Able to win the following wave of App Retailer progress?
Assessment your key phrase area, decide your highest-value phrases, and publish a perfectly-matched customized product web page right this moment. The earlier your intent-first funnel goes dwell, the earlier you’ll see conversion raise—and the additional your price range will stretch.
If you happen to’re prepared to completely leverage this main App Retailer replace, MobileAction has you lined. Our complete suite of instruments and experience can speed up your success:
- CPP Intelligence: Acquire insights into how rivals are utilizing customized product pages, benchmark your efficiency in opposition to class leaders, and keep forward in your area of interest.
- CPP A/B Testing: Check your inventive belongings rigorously, establish profitable variants, and constantly optimize conversion charges with out guesswork.
- Localization Help: Effortlessly localize your app’s screenshots, app previews, copy, and promotional textual content to resonate with worldwide audiences, making certain most impression globally.
- Devoted Experience: Join straight with our ASO consultants for customized recommendation, audits, and suggestions tailor-made particularly on your app.
Don’t go away natural progress alternatives on the desk. Schedule a name with our progress workforce right this moment and remodel your customized product pages into high-performing belongings that increase each visibility and conversions on the App Retailer.
