Custom store listings vs custom product pages: the same idea, two different rulebooks.
Both stores let you show different visitors a different page. Google lets you change almost everything; Apple lets you change the visuals. Both now let you target search keywords.
If your app is on both stores, you can now run the same intent-based strategy on each. The tools just behave differently.
Side by side
| Google Play: custom store listings | App Store: custom product pages | |
|---|---|---|
| How many | Up to 50 | Up to 70 |
| What changes | Listing text and graphics (shared details like category and privacy policy stay the same) | Screenshots, app previews and promotional text |
| Keyword targeting | Yes: choose search terms that already bring traffic, with variants and translations | Yes: assign keywords; each keyword combination unique to one page |
| Other targeting | Country, pre-registration, churned or lapsed users, Google Ads traffic, unique URL | Unique URL for ads and links; deep links on iOS 18 and later |
| Review | Reviewed like other listing changes | Submitted for review, independent of an app update |
| Reporting | Store listing performance breakdown once a listing has enough visitors | Impressions, downloads, conversion, retention and proceeds per page |
Sources: Play Console Help and Apple's custom product pages documentation.
One strategy, two executions
- Build intent clusters once. Group the searches that bring visitors on both stores by what the person wants. See keyword-targeted custom store listings.
- On Google Play, rewrite the short description and opening lines for each cluster, and change the first screenshots.
- On the App Store, the text you can change is promotional text, so the screenshots and preview carry the message. Put the cluster's promise in the first screenshot caption.
- Avoid keyword overlap on Apple. Each keyword combination can belong to only one custom product page, so assign clusters cleanly.
- Measure per page. Compare each page with the default over the same period on the same metric.
Why it is worth the work
In our 440K MAU case study, a market-specific Google Play custom listing converted at 31.7% against 18.7% for the default (legacy metric). Tailoring the first screen to the visitor is the single biggest conversion lever both stores give you.
Questions people ask
What is the difference between custom store listings and custom product pages?
Custom store listings are Google Play's tailored listings (up to 50, text and graphics can change). Custom product pages are the App Store's (up to 70, screenshots, previews and promotional text can change).
Can custom product pages appear in App Store search?
Yes. You can assign keywords to a custom product page so it appears in search results for them instead of your default page. Each keyword combination can belong to only one page.
Can I target search keywords with Google Play custom store listings?
Yes. Choose "Search keywords" as the audience and select terms that already bring traffic to your app.
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
