Apple custom product pages and Google Play custom store listings, in depth

Two names for one idea#

Apple's custom product pages and Google's custom store listings both put a second, third or fiftieth version of your listing in front of a chosen group. The differences that matter are in who sees each one and what you can measure.

Apple custom product pages: the rules#

Apple's help allows up to 70 custom product pages per app, each with its own screenshots, previews, promotional text and keywords, localizable and with its own URL. Apple doubled the limit to 70 and added keywords on October 29, 2025. The pages show on the App Store on iOS 15 and iPadOS 15 or later.

• A link. App Store Connect generates a unique URL when you create the page; Apple says it adds a product page ID to your default page's URL. Use it in email, social posts and ads outside the App Store. Ad networks can also open a custom page in StoreKit-rendered ads in apps and on the web.
• Apple Ads. Ads on the Today tab, the Search tab and in search results can lead to a custom page, and search results ads can have variations built on different pages. Custom pages can also appear in Apple's editorial stories and collections.
• Search. Assign keywords to a page and, as Apple put it at WWDC25, it shows in place of your default page whenever the app appears in search results for those keywords.

That sentence is the catch. A custom page adds no new search terms: a word has to ship in an approved version first. Apple asks that each keyword combination belong to a single page, so the right page shows, and you assign keywords per localization. You can assign them at any time, but the page is searchable only once it is approved and set to visible. At WWDC25 Apple said that assigning keywords alone needs no new review, and you can switch them off one at a time later.

Every page goes through App Review, independent of an app update. Apple reviews it together with your latest iOS version, and you can't change its screenshots, previews, promotional text or keywords while it is in review. An approved page can be edited without changing its URL, and the edit goes live on approval. A disabled or deleted page sends its link to your default product page.

A page can also carry a deep link, so people on iOS 18 or iPadOS 18 or later who tap Open land on specific content in the app; the link needs approval too. On iOS 27 and iPadOS 27, a custom page can use creative assets such as a product page header. What you cannot do is test one: product page optimization isn't available for custom product pages.

NoteApple's custom product pages page says developers see a 2.5 percentage point increase on average when referring people to a custom product page, against a 1.6% average conversion rate on default pages. Apple gives no date, period, sample or definition. In App Analytics, conversion rate divides downloads by unique device impressions, and a default page's impressions include people who only saw the app in a list on the Today, Games, Apps or Search tabs, while people referred to a custom page followed a link or an ad. It is not a forecast for your app.

Google Play custom store listings: the rules#

Google's help allows up to 50 custom store listings. Your existing listing becomes the default, shown to everyone a custom listing doesn't target. A custom listing can change the app's name, icon, short and full description and graphics; contact details, privacy policy and category stay shared. You need a default listing and a published app before you can create one.

• No automatic translation. A custom listing shows in its default language unless you add translations, even to people the default listing would have shown a machine translation. Google recommends a translation for every language spoken in the countries you target.
• Ads traffic is narrow for now. Play's help says ads-targeted listings currently show only on AdMob and exclude ads on Google Play search, so their visitor counts won't match your campaign's. Google Ads Help calls the feature an open beta, only for App campaigns for installs, with inventory limited to the Google Display Network; a listing must be rolled out to 100% of its target audience, and after a video ad it serves if the entire video is watched.
• Search keyword listings start from keywords Play says already bring you traffic, and you can search for others. Each keyword is a bundle with spelling corrections and translations, which you can select or deselect under View variations.
• Pre-registration listings reach only countries where the app is still in pre-registration, and the churned and lapsed targets don't apply to new apps.
• A listing's name is for you only and can't be edited once created. Store listing groups let listings share assets, so one change updates them all.

Play's help page gives no order for a visitor who matches two targets, such as a country listing and a search keyword listing. The one rule Google publishes is in Google Ads Help: "By default, an ads-targeted custom store listing will take priority over a country-targeted one." Keep other targets from overlapping where you can, so each listing's numbers mean what you think they mean.

How to measure a custom page#

App Store Connect reports each page on its own. Apple's analytics help lists product page views, total downloads, conversion rate, proceeds and average proceeds per paying user, with filters for territory, source type and device. A page's data appears only once it has at least five first-time downloads, and an API export of single pages needs the detailed analytics reports.

App Store Connect has no keyword-level data, so a page shown for search keywords can't be read keyword by keyword. Apple's suggestion at its WWDC26 App Store Connect lab: filter the page by the App Store search source. Without Apple Ads running, that is organic search; with ads, the two are blended, so consider two custom pages, one for ads and one for organic.

In Play Console, the Listing conversion analysis page filters visitors, clicks and click-through rate by store listing, as well as by traffic source, country and language. Google's custom listing help adds that a listing needs enough visitors to show in a report breakdown. And Play lets you run store listing experiments on custom listings too, so a custom listing's graphics or text can get a randomized test. The store listing tests guide covers how.

Comparing a custom page with the default page is not a test. Different people reach each one: someone who tapped an ad about one feature is not a typical visitor. Compare a page with its own earlier weeks, by source, and treat that as a before-and-after read, not a controlled test. The reporting guide covers how each store defines these numbers.

When a custom page is worth the work#

A custom page earns its upkeep when a distinct group would choose your app for a different reason than your default page shows, and enough of them arrive to read the result.

• If you run ads with distinct messages, give each message its own page, so the ad and the page match. Both stores name this use in their help pages.
• If one country wants different content, use a Play country listing. On the App Store no custom page reaches a country by itself: use a localization the App Store shows there, or point that country's Apple Ads campaign at a custom page.
• If a set of searches has a clear, separate intent, such as one use of a broad app, a keyword page can show screenshots made for it. On the App Store, take the keywords from your approved version; on Play, from the keywords Play suggests or ones you search for.
• If you want past users back, a Play listing for churned or lapsed users can lead with what is new. The App Store has no such target.
• If a page would get a handful of visits a week, skip it. Apple shows no data until five first-time downloads, and small numbers say little either way.

Each page is one more set of screenshots to keep current through every redesign, in every language it serves. Start with two or three, and add more only when you can keep them up to date. The screenshots guide covers the specifications each set must meet, and the Google Play ASO guide the rest of the Android listing.

Setting up an Apple custom product page#

1. Check that the app has Ready for Distribution status in at least one country or region.
2. In App Store Connect, open the app, click Custom Product Pages in the sidebar, then Create Custom Product Page (or the add button if pages exist).
3. Enter a reference name you'll recognize in App Analytics. Start from a blank page or from a product page version, which copies its primary localization.
4. Click Create. The page's unique URL appears.
5. Add screenshots, app previews and promotional text for each localization, or pick approved assets with Browse Assets. Add a deep link if you want one.
6. In the Keywords section, choose keywords from your latest approved version for each localization, a different set for each page, and click Publish.
7. Click Add for Review, add the page to a draft submission, and click Submit for Review. It is reviewed with your latest iOS version.
8. Once approved, share the URL, use the page in Apple Ads, and read it under Analytics, Acquisition, Product Pages.

Setting up a Play custom store listing#

1. Publish the app with a default store listing first.
2. In Play Console, go to Grow users > Store presence > Custom store listings and select Create custom store listing.
3. Create a new listing, duplicate an existing one, or create it within a group so it takes the group's assets.
4. Name it for your own reference (the name can't be changed later) and choose the target.
5. For a search keyword listing, pick from the keywords Play suggests or search for new ones, and check each keyword's variations. Play may offer descriptions drafted by Gemini from your default listing and the chosen terms; you can insert, edit or discard them.
6. Choose a default language and add translations for each language spoken where the listing will show.
7. Enter the app name and the short and full descriptions, upload the graphics, and click Create.
8. For ads traffic, once the listing is approved, select it as a landing page in Google Ads.

Where RocketASO fits#

RocketASO reads your App Store and Google Play reports, names the fix estimated to be worth most this week, and compares installs before and after it. It starts you with a draft of the copy or the keyword field, and nothing reaches the store until you approve it. Each read, at 7 and 14 days, is a before-and-after read, not a controlled test. To start without connecting anything, run the free ASO audit on a public listing.