When does Kwern reach for custom-product-pages?

Plan an app Product's Custom Product Pages — one brief per audience with the ad groups it serves, screenshot plan and promotional text. That sentence is the skill's own description, which is what a model reads to decide whether to use it; the rest of the file is on this page.

Which Kwern agents run custom-product-pages?

The ASO agent can activate it during a run, when what it finds calls for it.

Do I have to sign up to read the file?

No. The whole file is on this page, and the raw Markdown is at https://kwern.app/skills/custom-product-pages.md. Nothing here is behind a sign-up.

Can I use custom-product-pages outside Kwern?

Yes, and you should. Kwern wrote custom-product-pages and publishes it exactly as it runs it. It expects Kwern's own tools, the Product and its connectors and its memory, so outside Kwern you get the method without the data path under it.

What does Kwern add that the file alone does not?

The data and the cadence. A skill file is a method; Kwern runs it against your foundation doc and your connected accounts, on a fixed cadence, and leaves what it wrote in an approval feed. The file is the method, the agent is the method with your numbers in it.

custom-product-pages

Plan an app Product's Custom Product Pages — one brief per audience with the ad groups it serves, screenshot plan and promotional text.

Written by Kwern, after the skill of the same name in Eronred's aso-skills, MIT. Updated 2026-09-25.

The file, as Kwern runs it

Nothing below is rewritten or cut. The description a model routes on comes first, then the file itself. The whole thing, frontmatter included, is at /skills/custom-product-pages.md.

description

Plan an app Product's Custom Product Pages — one brief per audience with the ad groups it serves, screenshot plan and promotional text. Use for "custom product page", "CPP", "different screenshots per ad", "landing page per audience", "which CPP for this ad group", "did the custom product page work". For the default page's screenshots use screenshot-optimization; for the campaigns that route to the pages use apple-search-ads.

Ship 2–4 product page variants that match the message of the traffic landing on them. Output is one listing Proposal per page — its screenshot plan and promotional text — that the User creates in App Store Connect and marks done the day it goes live, plus a brief Output for the routing and the launch plan; assigning a page to an ad group happens in Apple Ads.

Gather

read_context — ICP segments, use cases, channels, positioning per audience.
connector_asc_screenshots and connector_asc_localizations when the ASC Connector exists — the default page's screenshot and preview sets and its promotional text per Locale: the baseline each variant departs from. Look at its first three slots with view_image.
connector_asc_product_pages when the ASC Connector exists — the current CPPs with their state, visibility, URL and deep link, and any product page optimization experiment running on the default page. Without it, assume no CPPs exist and say so.
connector_apple_ads_campaigns when the Apple Ads Connector exists — ad groups by theme, their TTR and CVR: the routing candidates, ad groups with TTR under 3 % first. Without it, route by the Foundation doc's segments and channels.
connector_asc_analytics when the ASC Connector exists — default page conversion overall, read as pageDownloads ÷ pageViews: the baseline to beat.

Plan

Patterns, what a CPP can and cannot change, measurement floors and the mistakes to avoid are in references/cpp-playbook.md; read it before choosing an axis.

Worth it? — a CPP earns its review cycle when a source carries a distinct angle: a paid or partner source with enough volume (≥ 1,000 installs/month from the source), or a keyword theme — a CPP shows in organic search since July 2025 for the keywords assigned to it. A default page that has never been optimized gets aso first.
One axis — audience, use case, feature, channel, funnel stage or market. Pick one and plan 2–4 pages along it.
Per page — the hook the visitor arrived with, the promotional text (170 chars) that restates it, the 10-slot screenshot plan with slot 1 carrying the hook, whether the preview video is reused, and the ad groups or sources that route to it.
Existing CPPs — keep, rewrite, or retire each one against the axis; a CPP with no live source is dead weight.

Output: one Proposal per page, and the brief

Each new or rewritten page is one propose with appStoreField: "customProductPage": content names the page and its promotional text with chars/170, then one block per slot with the screen it shows and its caption (design in screenshot-optimization), and the preview decision; why names the audience, the sources routed (ad group names from the Connector or channels from the Foundation doc), the hypothesis and the success metric as conversion ≥ baseline + X %.

The brief, saved with save_output, carries the reasoning across pages:

Routing table — ad group or source × CPP, so every paid ad group with TTR under 3 % lands on a matching page.
Launch plan — create and submit in App Store Connect (1–3 day review), assign in Apple Ads, 14 days minimum and ≥ 1,000 product page views per page before judging, monitor in App Store Connect → Analytics → Custom Product Pages.
Kill criteria — the install floor and the conversion shortfall that revert a page to the default.

Done when every page has its Proposal with promotional text within 170 characters and a full slot plan, every routed ad group appears in the routing table exactly once, and the brief names the data it lacked (existing CPPs, ad groups, conversion) when a Connector was absent.

Read-out: did the page work

A page is judged on the reports that follow its launch. When you write a report, read out every page the User launched, before planning new ones:

read_proposals with category: ["listing"] — the custom product page Proposals in state done, known by the page they name; doneAt is the day the page went live, and why names the sources routed to it.
read_outputs with kind: "report" — the earlier reports: which pages already have a verdict, and which were left pending.
connector_asc_analytics with from and to, once for the window before the day and once for the window from it — in execute_typescript, product page conversion per source type, pageDownloads:<Source Type> ÷ pageViews:<Source Type>, and overall. The Series counts sources, not pages: the routed sources carry the page's effect, and Apple Ads traffic sits inside App Store search.

Choose the two windows, and decide whether the page is readable yet against the launch plan's floor; until it is, its read-out is pending. Apple's reports run a day or two late, so the Series may stop short of today.

Write the read-out into the report you save with save_output: the page and its day, both windows, and per source the page views, the page downloads, the conversion before and after and the change in points; then the verdict against the Proposal's success metric and the kill criteria, or the day the page becomes readable. The next Run finds a pending read-out through read_outputs and takes it up.

Done when every custom product page Proposal marked done without a verdict in an earlier report has, in this report, a verdict or the day it becomes readable.

apple-search-ads — the ad groups that route to each page.
screenshot-optimization — the screenshot sets per page.
app-preview-video — a variant preview when a page calls for one.
ads — Meta, TikTok and Google campaigns that use the CPP URL as destination.

What it discloses

The Skill reads these files only when it needs them, so the model spends nothing on them the rest of the time.

references/cpp-playbook.md

From your accounts to a proposal

01
Connect what it reads
Give the ASO agent the accounts it works on. Kwern never asks for a password, and an agent missing a connection says so instead of guessing.
02
The loop runs weekly
Before it writes a word it reads the foundation doc, which holds the positioning, the audience and the voice, and whatever its connectors return that day.
03
The custom-product-pages skill runs
The agent activates it when the run calls for it, and what the model then reads is the file on this page, word for word.
04
A proposal waits for you
Nothing is published and nothing is spent until you approve it. Approve and Kwern posts it where it holds the keys; where it does not, it hands you the text and the link.

The file, the agency, and the agent

	On your own	An agency	Kwern
The method	Whatever you remember to do that week	Theirs, and you never get to read it	This file, open on this page
Who runs it	You, when there is time	An account manager, between other accounts	The ASO agent, weekly
What it reads	What you can pull by hand	What you remembered to send them	Your connected accounts and your foundation doc
What comes out	A draft, sometimes	A deck, and a report at the end of the month	A proposal you approve or throw away
What it costs	Your evenings	A retainer	One subscription, and the model on your own key

Questions about custom-product-pages

Suite: kwernskills
Author: Kwern
Updated: 2026-09-25

Install it in Claude Code:

# Claude Code, in the project you want it in
mkdir -p .claude/skills/custom-product-pages && curl -o .claude/skills/custom-product-pages/SKILL.md https://kwern.app/skills/custom-product-pages.md

# or just read it
curl https://kwern.app/skills/custom-product-pages.md

Raw SKILL.md