Custom Product Page and Custom Store Listing Links: Send Each Campaign to Its Own Store Page

One ad, one store page

Your yoga ad shows someone stretching on a mat. Your App Store page opens with a calorie counter. The person who tapped wonders whether this is the right app, and the ad pays for that doubt. Both stores let you fix it with extra versions of your store page, each with its own screenshots, text and URL.

Apple calls them custom product pages, Google Play calls them custom store listings, and Apple Ads and Google Ads let you pick them inside the ad tool. Everything else, from a Meta ad to a creator’s bio to a poster, needs the page’s URL, and each URL works on one platform only. This guide covers that gap: one link per campaign that opens the matching page on each phone, and numbers you can read without an MMP.

The two stores side by side

Same idea, different rules. Everything here is from Apple’s and Google’s own pages, checked on October 23, 2026.

Two URLs, two kinds of ID

An Apple custom product page URL is your normal App Store URL plus ppid and a UUID. You don’t pick it: App Store Connect generates the URL when you create the page, and editing the page later doesn’t change it. If you turn a page off, Apple sends its URL to your default page, so an old link never dead-ends.

Google works the other way round. You type the parameter yourself, it has to be unique across your listings, and it may only use lowercase letters, digits, periods, hyphens, underscores and tildes. Name it after the campaign: yoga reads better in a report than csl-07.

A custom product page URL

A custom store listing URL

One link per campaign

A Meta ad, a creator’s post or a newsletter carries one URL, and it has to work on iPhone and Android alike. So make one Appy link per campaign. The iPhone target is the custom product page URL, the Android target is the custom store listing URL, and the website is the campaign’s landing page for people on a computer. The dashboard accepts any https store URL, and the redirect keeps ppid and listing exactly as you pasted them.

Name the link after the campaign, yoga-spring rather than link-12, and keep it under 30 characters: on Pro the name becomes the App Store campaign name, and 30 is Apple’s limit. If the campaign also reaches people who already have the app, a deep link on the Appy link (Pro) tries the app first.

Where one campaign link sends each tap

One link, four outcomes, and the store page always matches the ad.

The deep link field, and why your short link doesn’t belong there

Each custom product page has an optional deep link. App Store Connect Help says that when someone on iOS 18 or iPadOS 18 or later taps Open on the page, it takes them to specific content in your app. It has to be approved, so you submit the page for review after adding it.

Look at what that covers. In Apple’s developer forums in June 2024, an App Store Connect engineer wrote that it “only changes the URL of the ‘Open’ button on the App Store client.” Open is what people see once the app is installed. In the same thread, developers who installed from the page and then opened the app from the home screen said they never reached the promised screen. Landing a first-time installer there is deferred deep linking, which needs an SDK.

The same help page says: “Avoid using URL shorteners and other services that add unnecessary redirects.” Appy is a redirect, so take that literally: in this field, put your own universal link, such as https://fitly.com/yoga, not an appy.to link. Apple recommends universal links here and suggests a test: paste the URL into Notes and tap it. Apple gives no reason for the shortener rule. Our reading: Open is already one tap from your app, and a redirect can only add a step that fails.

So the two links do different jobs. Your universal link sits inside the App Store, behind Open. The Appy link sits where people tap before they reach a store: ads, bios, emails and QR codes.

Set it up and measure it

Once per campaign. The first two steps wait on each store’s review.

Print and TV get one QR code per page

A poster or a TV spot can’t carry two store URLs either, and a QR code pointing straight at apps.apple.com sends Android phones to a web page they can’t install from. Every Appy link has its own QR code in the dashboard, so the yoga poster scans to the yoga pages and the running poster to the running ones.

Print outlives campaigns. If you turn off the yoga page, Apple sends its URL to your default page. Google doesn’t document what a deleted listing’s URL does, so change the Android target in Appy before you delete one. The printed code keeps pointing at the Appy link, whatever you change behind it.

Read next

• App Store campaign trackingSave your provider token once and see App Store downloads per link.
• App Store campaign link builderBuild pt and ct links that keep ppid, and Google Play referrer links with listing.
• Apple Ads attribution without an MMPWhich campaign and keyword brought an install, from Apple itself.
• Deferred deep linkingWhat it takes to land a first-time installer on the right screen.
• Track QR code app installsA measurement setup for posters, packaging and TV.

Custom product pages and custom store listings: questions