Customized retailer listings on Google Play are personalised 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 may 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 allow you 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 phase.
They let you change virtually all of the content material of your retailer web page (app identify, descriptions, icon, screenshots, movies, characteristic graphics, and many others.) to raised attraction to completely different audiences.
All customers who don’t meet a customized itemizing’s focusing on standards see your default itemizing by default, however customers who do meet the factors will see the tailor-made web page as an alternative.
This implies you may present completely different messaging, visuals, and promotions to completely different customers – for instance, highlighting particular options for customers in a sure nation or exhibiting a particular provide to customers coming from a selected advert marketing campaign.
Some key info about Google Play customized retailer listings:
- You possibly can create as much as 50 customized retailer listings per app, giving ample room to cowl numerous areas, campaigns, or consumer teams.
- All the key textual content fields and artistic property may be modified on a per-listing foundation, together with: app title, quick description, lengthy description, app icon, graphics/screenshots, characteristic graphic, and promo video.
- Each customized itemizing should adjust to the identical content material insurance policies as every 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 fitting customers.
Customized retailer listings had been first launched in 2019 and have developed considerably. Over time, Google added extra focusing on choices and instruments, making CSLs a strong technique for app advertising and marketing on Google Play.
In 2025, Google Play provides 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 have a look at how these customized listings really work and what’s new as of 2024–2025.
How do customized retailer listings work? Greatest practices in 2025
Customized retailer listings work by focusing on particular consumer segments. Whenever 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 based mostly on the factors 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 here are the principle methods you may goal customers with customized retailer listings:
You possibly can 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 (by way of nation focusing on)
Whereas focusing on is formally by nation, in follow, 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 may embody these translations within the customized itemizing’s textual content property.
This targets customers based mostly on their standing together with your app. As an example, you may create a list for customers in “pre-registration” (when your app is offered for pre-order/signup earlier than launch).
That method, 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 referred to 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 may 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 may have a hyperlink in an electronic 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=
Solely customers who arrive by way of that hyperlink see the customized content material, making certain continuity between your exterior advertising and marketing message and the Play Retailer web page.
Google Play Console permits linking customized listings to Google Advertisements App Marketing campaign advert teams.
You possibly can configure a customized itemizing and affiliate it with particular Advert Group IDs out of your Google Advertisements campaigns.
Then, when customers click on on these specific adverts (for instance, a marketing campaign highlighting a brand new app characteristic), they’ll land on the matching customized retailer itemizing that reinforces the advert’s message. This helps keep a cohesive consumer journey from advert to retailer web page, usually enhancing conversion.
It is a game-changer, a brand new characteristic. As of mid-2024, Google Play means that you can goal customers by the search phrases they use on the Play Retailer. You possibly can create customized retailer listings that may seem when customers seek for particular key phrases or phrases.
In follow, Google Play Console will present you key phrase solutions (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 property/textual content tailor-made to that key phrase.
For instance, you probably have a meditation app, you may create a customized itemizing for the key phrase “sleep assist” that emphasizes sleep-related options, and one other for “stress aid,” highlighting mindfulness options – every consumer will see the model related to what they looked for.
How Google Play decides which itemizing to indicate: It will depend on the way you set the focusing on. You possibly can even mix standards in a single itemizing (e.g., a list 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 circumstances, essentially the most particular related itemizing is mostly proven.
Google prevents conflicting overlaps by not letting you goal the very same scope twice (as an example, 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 phase merely sees your default retailer itemizing.
Every customized itemizing’s efficiency may 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 evaluate their efficiency facet by facet. This helps you see how every variant is changing and makes data-driven selections.
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 useful for world campaigns the place, say, solely the language or a particular picture differs, however the remainder is similar.
In conclusion
Managing customized listings is an ongoing course of. It’s clever to periodically assessment every customized web page to make sure the data is updated (particularly should you 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 focusing on and AI help, they’ve grow to be much more potent for app builders and entrepreneurs.
By implementing customized retailer listings thoughtfully, you may enhance your app’s set up conversion charges, higher interact completely different consumer segments, and in the end drive extra success in your app on Google Play.
It’s about delivering the fitting message to the fitting consumer on the proper time – and now you’ve got the whole 2025 information to doing simply that. Good luck, and joyful optimizing your retailer listings!
