Customized retailer listings on Google Play are customized app retailer pages that allow you to tailor your app’s Google Play presence for particular audiences.
As a substitute of a one-size-fits-all app itemizing, you’ll be able to create a number of variations of your retailer web page, every with distinctive textual content, graphics, and promotional messages, to raised resonate with completely different consumer segments.
On this weblog, we’ll provide help to leverage customized retailer listings on Google Play to spice up installs and consumer engagement. We’ll clarify what customized retailer listings are, how they work, the most recent updates (as of 2025), and supply step-by-step directions, greatest practices, use instances, and customary pitfalls to keep away from.
What are customized retailer listings on Google Play?
Customized retailer listings (CSLs) are different variations of your app’s default Google Play retailer itemizing, every aimed toward a selected consumer section.
They permit you to change virtually all of the content material of your retailer web page (app title, descriptions, icon, screenshots, movies, function graphics, and so on.) to raised enchantment to completely different audiences.
All customers who don’t meet a customized itemizing’s concentrating on standards see your default itemizing by default, however customers who do meet the standards will see the tailor-made web page as an alternative.
This implies you’ll be able to present completely different messaging, visuals, and promotions to completely different customers – for instance, highlighting particular options for customers in a sure nation or displaying a particular supply to customers coming from a selected advert marketing campaign.
Some key information about Google Play customized retailer listings:
- You may create as much as 50 customized retailer listings per app, giving ample room to cowl numerous areas, campaigns, or consumer teams.
- All the main textual content fields and artistic belongings might be modified on a per-listing foundation, together with: app title, brief description, lengthy description, app icon, graphics/screenshots, function graphic, and promo video.
- Each customized itemizing should adjust to the identical content material insurance policies as some other Google Play itemizing. The customized pages don’t get any particular ASO increase past what your default web page has, however they’ll considerably enhance conversion charges by presenting extra related content material to the suitable customers.
Customized retailer listings have been first launched in 2019 and have advanced considerably. Over time, Google added extra concentrating on choices and instruments, making CSLs a strong technique for app advertising and marketing on Google Play.
In 2025, Google Play gives extra flexibility with customized listings than ever earlier than, much more than Apple’s related “customized product pages” on the App Retailer.
Subsequent, we’ll take a look at how these customized listings truly work and what’s new as of 2024–2025.
How do customized retailer listings work? Finest practices in 2025
Customized retailer listings work by concentrating on particular consumer segments. If you create a customized itemizing, you outline who ought to see that specific web page.
Google Play then robotically reveals the suitable model of your app’s retailer web page to every consumer primarily based on the standards you set.
If a consumer qualifies for a customized web page, they see your tailor-made content material; if not, they see your default itemizing. Listed below are the principle methods you’ll be able to goal customers with customized retailer listings:
You may present a customized itemizing to customers in chosen nations or areas. For instance, you may create a particular itemizing for customers in Japan with localized screenshots and textual content.
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By Language (through nation concentrating on)
Whereas concentrating on is formally by nation, in apply, this allows you to localize content material for languages spoken in that nation. You need to present translations for all main languages in that area in order that customers see content material in their very own language.
If a focused nation has a number of languages, you’ll be able to embrace these translations within the customized itemizing’s textual content belongings.
This targets customers primarily based on their standing along with your app. As an example, you’ll be able to create an inventory for customers in “pre-registration” (when your app is out there for pre-order/signup earlier than launch).
That means, customers in areas the place your app isn’t launched but however is open for pre-reg see a tailor-made web page encouraging them to pre-register, as an alternative of a generic “coming quickly” message.
New in 2025: Google additionally focused inactive customers (typically known as lapsed customers). These are individuals who put in your app up to now however haven’t used it shortly or uninstalled it.
Google defines “inactive customers” as those that downloaded the app over 28 days in the past and haven’t opened it within the final 28 days (or have uninstalled it). A customized itemizing for inactive customers may spotlight new options or enhancements to win them again.
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By Set up Supply – Distinctive URL
Every customized retailer itemizing can have a singular URL parameter. This implies you’ll be able to create a particular hyperlink that, when clicked, takes the consumer to your customized web page as an alternative of the default.
That is nice for advertising and marketing campaigns: for instance, you’ll be able to have a hyperlink in an e-mail or on social media that directs customers to a promotion-specific itemizing.
The URL is formatted as https://play.google.com/retailer/apps/particulars?id=your.app.id&itemizing=<your_custom_parameter>.
Solely customers who arrive through that hyperlink see the customized content material, guaranteeing continuity between your exterior advertising and marketing message and the Play Retailer web page.
Google Play Console permits linking customized listings to Google Adverts App Marketing campaign advert teams.
You may configure a customized itemizing and affiliate it with particular Advert Group IDs out of your Google Adverts campaigns.
Then, when customers click on on these specific adverts (for instance, a marketing campaign highlighting a brand new app function), they’ll land on the matching customized retailer itemizing that reinforces the advert’s message. This helps preserve a cohesive consumer journey from advert to retailer web page, usually bettering conversion.
This can be a game-changer, a brand new function. As of mid-2024, Google Play means that you can goal customers by the search phrases they use on the Play Retailer. You may create customized retailer listings that can seem when customers seek for particular key phrases or phrases.
In apply, Google Play Console will present you key phrase ideas (phrases that drive site visitors to your app) and allow you to construct a customized web page optimized for these searches.
When a consumer searches for that time period, your app’s itemizing proven in search outcomes will use your customized belongings/textual content tailor-made to that key phrase.
For instance, when you’ve got a meditation app, you may create a customized itemizing for the key phrase “sleep help” that emphasizes sleep-related options, and one other for “stress reduction,” highlighting mindfulness options – every consumer will see the model related to what they looked for.
How Google Play decides which itemizing to point out: It depends upon the way you set the concentrating on. You may even mix standards in a single itemizing (e.g., an inventory for inactive customers in Canada, pre-registered customers in Brazil, or customers looking X within the US). If a consumer meets a number of customized itemizing situations, probably the most particular related itemizing is mostly proven.
Google prevents conflicting overlaps by not letting you goal the very same scope twice (as an illustration, you can’t goal “United States” in two completely different customized listings – one nation can solely map to 1 customized web page at a time).
Any consumer who doesn’t fall right into a customized section merely sees your default retailer itemizing.
Every customized itemizing’s efficiency might be tracked individually in Play Console. Google has up to date the console to allow you to handle default and customized listings in a single place and examine their efficiency aspect by aspect. This helps you see how every variant is changing and makes data-driven choices.
Lastly, word that customized listings don’t change your app’s binary or Google Play entry – it’s purely the shop presentation that differs. All installs nonetheless ship the identical app bundle; customized listings simply optimize the way you pitch the app to completely different customers.
Utilizing teams, any asset or textual content set on the group stage will replace throughout all listings in that group, which is helpful for world campaigns the place, say, solely the language or a selected picture differs, however the remaining is similar.
In conclusion
Managing customized listings is an ongoing course of. It’s smart to periodically evaluate every customized web page to make sure the information is updated (particularly for those who talked about a seasonal occasion or promotion – don’t let an expired promo linger on the web page).
Customized retailer listings in Google Play are a strong technique to tailor your app’s story for various audiences. In 2025, with the most recent instruments like key phrase concentrating on and AI help, they’ve turn into much more potent for app builders and entrepreneurs.
By implementing customized retailer listings thoughtfully, you’ll be able to enhance your app’s set up conversion charges, higher have interaction completely different consumer segments, and finally drive extra success on your app on Google Play.
It’s about delivering the suitable message to the suitable consumer on the proper time – and now you will have the entire 2025 information to doing simply that. Good luck, and completely happy optimizing your retailer listings!
