“Now when somebody buys through that custom product page it can deep link into your app to give a customized onboarding. Strava might say okay — you saw an ad about running, you saw the App Store screenshots about running, and now when you open the app you're going to get the runner onboarding not the cycling onboarding.”

Custom product page deep links now thread through to a matching onboarding inside the app

Apple now lets a single custom product page drive a matching deep-link onboarding experience, closing the loop from ad creative to App Store listing to first-session experience. A user who saw a running ad should land in a running-focused onboarding, not a generic one. With up to 35 custom pages available, the approach also provides coarse-grained campaign attribution — enough to attribute channel performance without identifying individuals.