C
CPP
Short for Custom Product Pages on the App Store. These pages let you customize store listing visuals and messaging for a specific audience or campaign.
What to understand
CPPs help tailor the listing to a user segment, search intent, or acquisition campaign.
They are especially useful for aligning the message in an ad with the destination page on the store.
A strong CPP strategy can improve conversion without changing the app’s main store page.
Related terms
ASA
Short for Apple Search Ads, Apple’s advertising platform that lets you promote an app inside App Store search results.
Creative
A visual or video asset used to present an app in its store listing or in an acquisition campaign.
Conversion Rate
The percentage of store listing visitors who complete the desired action, usually an install.
