The first page of a portable ePub is its "cover", because (as you have seen) some ePub readers follow this convention. So the only safe approach is to follow this convention and invoke Pages' "Use first page as book cover image" option.
Note that in Calibre you have to do an ePub to ePub conversion and then save to disk. This should get the cover as the 1st page, but you may not like what else Calibre does to your ebook. Calibre also has a "tweak ePub" option, which allows you to edit the ePub directly if you are comfortable doing this.
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