App store pages play a critical role in how users perceive an app, and whether or not they elect to install it. As a result, both Apple and Google have evolved their platforms to give greater control over how apps are presented to different audiences.

Custom Product Pages (CPPs) on the Apple App Store and Custom Store Listings (CSLs) on Google Play have transformed how apps are presented to users. Instead of relying on a single, static store page, you can now tailor visuals and messaging based on user intent and acquisition source, creating more relevant, targeted, and conversion-focused store experiences.

In this article I’ll be covering:

• What CPPs and CSLs are
• How CPPs and CSLs work
• Why CPPs and CSLs improve app store performance
• How to build effective CPPs and CSLs
• Best practices and common mistakes

Understanding the App Store Conversion Journey

Before installing an app, users typically:

• Arrive at a store page from search results, ads, or external links
• Scan key elements such as screenshots, videos, and descriptions
• Decide quickly whether the app meets their needs

Because users arrive with different intents, a single store page may not always communicate the most relevant value proposition. Custom Product Pages (CPPs) on the Apple App Store, and Custom Store Listings (CSLs) on Google Play are designed to address this challenge by aligning store content more closely with the user’s expectations. I’ll deal with each of them in turn.

What Are Custom Product Pages (CPPs)?

Custom Product Pages (CPPs) are alternative versions of an app’s Apple App Store product page that allow you to tailor the store experience for different audiences.

Instead of directing all users to the same page, CPPs enable teams to create multiple customized pages, each focusing on a specific feature, use case, or marketing campaign.

An app can have up to 70 custom product pages. Each CPP:

• Has customized visuals and messaging, such as different screenshots, app preview videos, and promotional text
• Can be accessed via their unique URLs or linked Apple Search Ads campaigns. They can also appear in App Store search results if specific keywords are assigned to them; but other than that, they aren’t discoverable organically.

What Can Be Customized in a CPP?

Custom Product Pages allow partial customization while keeping the core app listing consistent.

You can customize:

• Screenshots to highlight specific features or benefits
• App preview videos aligned with campaign messaging
• Promotional text tailored to a user segment or use case
• Deep links to send users to relevant in-app content after install
• Localized content for different languages and regions

Why Are CPPs Important?

CPPs enhance user understanding of an app by displaying only the information most relevant to their needs.

Key Benefits:

• Higher relevance: Users see features that directly match their intent
• Better conversion rates: Clear messaging reduces confusion and friction
• Campaign alignment: App Store pages match ad creatives and messaging
• Accurate performance tracking: Each page can be measured independently

The Apple App Store shared this example to demonstrate the power of CPPs: State of Survival saw conversion rates increase by 33%, and cost per install reduced by 14%.

How CPPs can increase conversion rates & reduce cost per install, image source: Apple App Store

According to AppTweak’s analysis, apps using CPPs for Apple Search Ads saw: 8% higher conversion rates for games and 6.6% higher conversion rates for apps.

The impact of CPPs in Apple Search Ads, image source: Apptweak

How Can CPPs Be Used?

Matching User Intent with Custom Product Pages

This is easiest to explain with an example.

The “Garden” app offers two main features:

1. Gardening Tips
2. Plant Delivery

The app’s default product page focuses on Plant Delivery, which is the main feature presented to users. To better target users who are specifically interested in gardening advice, the app created a Custom Product Page (CPP) for the Gardening Tips feature.

Matching User Intent with Custom Product Pages, image source: Apptweak

As you can see in screenshot 1, when users search for “plant delivery”, they are directed to the default app product page. In this case, the screenshots emphasize the plant shop, product selection, and pricing, which align with users who are looking to buy plants. Since the default page already serves this intent, no custom page is needed.

In screenshot 2, you can see that when users search for “garden tips”, they are shown the Custom Product Page instead of the default listing. The screenshots here highlight the Garden Tips feature, such as educational content and blog-style tips related to gardening. This tailored messaging directly matches the user’s search intent, making the app more relevant and increasing the likelihood of installation.

Creating Custom Product Pages Based on User Segmentation

Many app users have different goals, and, as such, showing the same product page to everyone may not fully address their needs.

Let’s take fitness apps as an example. App users in this space might have a range of diverse goals, e.g. building muscle, losing weight, improving cardiovascular fitness, gaining flexibility, etc. To address this issue, a fitness app could elect to create separate Custom Product Pages for different audience segments in order to align the App Store experience with users’ fitness goals.

Creating CPPs Based on User Segmentation, image source: Apptweak

These 2 examples were sourced from AppTweak. Check out their article for more CPP examples.

To Showcase App Features

You can also create a CPP to highlight a specific feature of your app. Then, you can share that CPP link on social media, in blog articles, emails, or other channels. Anyone clicking that link will go directly to that CPP page in the App Store, with your tailored screenshots, videos, and messaging; and no paid campaign is required.

What happens when a user clicks a CPP link?

• If the user doesn’t have the app installed, they land on the CPP page in the App Store. They will see your custom screenshots, videos, and messaging. They can tap to download the app as usual.
• If the user already has the app installed, behavior depends on the CPP setup. If your CPP includes a deep link to a specific in-app section, tapping may open the app directly to that section.

How to Build an Effective Custom Product Page

1. Set your objectiveDecide which user group or campaign you want to target and determine which app features or benefits to emphasize.

2. Highlight relevant contentChoose screenshots and videos that showcase the features or promotions important for your audience. Add brief, clear copy that supports the visuals.

3. Stick to App Store rulesDouble-check that all visuals and text follow Apple’s guidelines to prevent rejection.

4. Share with a unique linkEvery custom page has its own URL. Use this in ads, social media, emails, or influencer campaigns.

5. Consider localizationIf targeting multiple regions, translate text and adjust visuals to fit local preferences.

6. Link to ads for maximum impactConnect your custom page to campaigns in Apple Search Ads to ensure users see the most relevant content.

Best Practices for Using CPPs

To get the most value from Custom Product Pages:

• Define a clear user intent for each CPP
• Match visuals and messaging to the acquisition source
• Avoid generic pages; each CPP should serve a purpose
• Test multiple CPPs across campaigns to identify high-performing creatives
• Analyze performance data and optimize continuously

How to Measure the Impact of Custom Product Pages

Key ways to evaluate impact include:

• Conversion Rate (CVR): Track whether more users install your app after visiting a custom product page. Higher CVR means the page better matches user intent.
• User Acquisition Cost: Improved conversion often leads to lower Cost per Install (CPI) or Cost per Acquisition (CPA), when CPPs are used with paid acquisition channels.
• Retention & Engagement: Check in App Store Connect whether users from CPPs stay longer or engage more with the app.
• Product Page Performance: Compare installs, conversion rates, and page views across custom product pages and the default product page to identify which messaging and visuals perform best for specific audiences.

According to the Apple App Store, the performance of Custom Product Pages can also be measured as follows:

• Through App Analytics in App Store Connect. On the Acquisition tab, you’ll see product page impressions, downloads, redownloads, and conversion rates.
• Find out if people who downloaded your app from a custom product page stay engaged longer or spend more on In-App Purchases.
• View retention data and compare the performance of your custom product pages against your default product page.

How to Measure the Impact of Custom Product Pages, image source: Apple App Store

What Are Custom Store Listings (CSLs) on Google Play?

Custom Store Listings (CSLs) are alternative versions of your app’s Google Play Store page that allow you to drive users to tailored store listings by country, install state, search keyword, or campaign, using unique listing URLs.

Google Play supports up to 50 Custom Store Listings, which means you can create an alternative store listing page with a different:

• App Name
• Short description
• Full description
• App Icon
• Screenshots
• Feature graphic
• Video

Why Custom Store Listings Are Important

As we’ve discussed previously, not all users have the same expectations when visiting your store page. CSLs help bridge this gap by delivering more relevant messaging and visuals, which can significantly improve conversion rates.

Key Advantages of CSLs:

• Personalized messaging: Users see content aligned with their intent.
• Higher conversion rates: Targeted listings are more persuasive than generic ones.
• Better campaign performance: CSLs enhance the effectiveness of your campaigns by ensuring the store page aligns with the message displayed in ads.

Localization: Content can be localized for different regions, with text and visuals tailored to local audiences.

How to Build an Effective Custom Store Listing

How to Build an Effective Custom Store Listing?, image source: Google Play

Start by Defining Your CSL Type

Before creating a Custom Store Listing, the first step is to decide which type of targeting you need. Below are the main CSL targeting options available on Google Play:

• Country-Based Targeting: Show different store listings to users in specific countries.
• Install-State Targeting: Customize listings for new users, pre-registered users, or returning users.
• Campaign-Based Targeting: Direct users from ads or paid campaigns to a listing built specifically for that campaign.
• Keyword-Based Targeting: Display a relevant listing when users search for specific keywords on Google Play.
• URL-Based Targeting: Use unique CSL links for influencers, email campaigns, blog posts, and social media traffic.

Then, to create a CSL, open the Play Console, select your app, and navigate to Grow > Store presence > Custom store listings in the left-hand menu, then follow the setup steps.

Best Practices for Using CSLs Effectively

According to Google Play, the following are best practices for using Custom Store Listings:

• One CSL per country:You can target multiple countries with a Custom Store Listing, but each country can only be assigned to one CSL at any given time.
• Always add translations:Custom Store Listings don’t auto-localize. If you don’t add translations, users will see the default language, even if it doesn’t match their device language. To avoid conversion loss, include translations for all major languages spoken in your target countries.
• Use unique URLs strategically:Each CSL has its own URL. This makes it easy to direct users from different sources, such as influencers, blog articles, or email campaigns, to a store listing that highlights the most relevant app features.
• Match listings to search intent:Customize store listings based on search keywords to reach users actively looking for what your app offers. Google Play also suggests keywords to help speed up setup and improve performance.
• Leverage CSLs for pre-registration:Custom Store Listings can be used for pre-registration campaigns. These listings are shown only in countries where the app is available for pre-registration, and not in regions where the app is already released or in testing.
• Keep ads and store pages consistent:For Google Ads campaigns, align ad creatives and messaging with your CSL. You can send users directly to the right listing by linking your app campaign ad group ID in the Play Console.
• Use Store Listing Groups for scale:Store Listing Groups help manage multiple CSLs efficiently. Start with a base listing, then override specific elements to tailor each version to a different audience.

Check out what Koo did to overcome their challenges and achieve a 15% increase in organic installs with custom store listings on Google Play.

Custom Product Pages vs Custom Store Listings: Platform Differences

While both features aim to customize store experiences for different audiences, capabilities and use cases differ by platform.

Apple App Store (Custom Product Pages)

• Metadata: Core metadata remains the same. You can customize screenshots, preview videos, and promotional text only.
• Limit: Up to 70 Custom Product Pages.
• Traffic source: Can be accessed via unique URLs, used with Apple Search Ads and other paid channels, and may also appear in App Store search results for assigned keywords.

Google Play Store (Custom Store Listings)

• Metadata: Allows for deeper customization, including App Name, Short Description, Full Description, App Icon, Screenshots, Feature Graphic, and Promo Video.
• Number: Up to 50 Custom Store Listings.

Traffic source: Works for both organic traffic and paid campaigns.

Conclusion: Store Pages as Part of Your Marketing Strategy

Custom Product Pages and Custom Store Listings give us the tools to present more relevant, focused, and intentional store experiences. When used strategically, they align acquisition messaging with store presentation, improve conversion, and enable a more scalable, data-driven approach to app store optimization (ASO) over time.