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What are Google Play Custom Store Listings: A Comprehensive Guide

App Store Optimization
May 7, 2025

Custom Store Listings (CSL) is one of the tools in the Google Play developer console that allows you to create alternative versions of an app page, distinct from the main version. This feature allows marketers and developers to personalize content for different audiences, increasing conversions, traffic, and the effectiveness of marketing campaigns. 

In this guide, I will address common reader questions and share the RadASO team’s experience in setting up custom app pages.

Even more insights from ASO & UA pros in ASO Busters on Discord!

What are the practical benefits of using Custom Store Listings?

Using Custom Store Listings allows you to tailor the content of the app page (Store listing) for different audiences:

  • to highlight the most relevant features for different segments of app and game users;
  • to showcase specific features for different countries, taking regional differences into account;
  • to display alternative versions of the page for users coming from Google Ads or social media campaigns;
  • to engage users at the stage of product testing;
  • to re-engage inactive users and those who have deleted the app;
  • to customize alternative page variants for different groups of search terms.

Alternative versions of the Idle Miner Tycoon : Gold Games app page:
Full description on different versions of the Idle Bank Tycoon Money Empire app page:

Targeting different audiences helps boost the store listing conversion rate.

Store listing conversion rate is the percentage of users who installed the app after visiting the page. 

Custom Store Listings helps increase the number of search terms for which the app is ranked, as each page is indexed separately.

Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Word
Frequency in service
Qimai(China)*
AppTweak
Mobileaction
Appfollow
课程 (course)
5387 (high)
56 (mid)
5 (low)
34 (mid)
外语 (foreign language)
5699 (high)
35 (mid)
5 (low)
34(mid)
播放 (play)
5496 (high)
35 (mid)
5 (low)
35 (mid)
*Search index in China provided by Qimai and based on multidimensional calculations such as search results, downloads and relatable keywords.
App Store
Google Play
1. Icon impact on user choice
Important, but not more than a video with screenshots, as they take up most of the screen
Icon is displayed with several other icons in search results, and therefore it has the greatest impact on the user's choice
2. Icon localization
1 icon for all locales
Can be localized for each country
3. Screenshots quantity, orientation
From 1 to 10, any orientation
From 2 to 8, any orientation
4. Screenshots the most important are the ones that are visible before you start scrolling
  • Vertical screenshots: 3 are visible
  • Horizontal screenshots: only the first one is visible
  • Vertical screenshots: 4 are visible
  • Horizontal screenshots: only the first one is visible
5. Screenshots size
Large — the content is legible
Much smaller — the captions are quite illegible
6. Video quantity
Up to 3
One video that must be uploaded to YouTube
7. Video orientation
Any orientation
Horizontal orientation prioritized
8. Video autoplay
Plays automatically for 30 seconds without sound
You need to click on it to play
9. Application cover
Displayed on the application and developer pages
There is no cover
10. Graphics update
After release only
Whenever

Why do you need Custom Store Listings if you can just translate the page?

Custom pages allow for more precise consideration of regional differences:

  1. Users in different countries may have the same language settings on their devices. For example, people in Latin America may use the Latin American version of Spanish, those in Arab countries typically use standard Arabic, and users in the UK or US often have the English version set, regardless of location. However, the cultural context and specific needs of audiences in these regions can vary significantly.
  2. The content and functionality of an app may vary from country to country, even with the same language settings. Therefore, it’s important to highlight features that are truly relevant to each specific region.
A detailed guide to localizing text metadata for the App Store and the impact of cultural and national differences.
Device or context
Icon size
iPhone
60x60 pt (180x180 px @3x)
60x60 pt (120x120 px @2x)
iPad Pro
83.5x83.5 pt (167x167 px @2x)
iPad, iPad mini
76x76 pt (152x152 px @2x)
App Store
1024x1024 pt (1024x1024 px @1x)
Source language
Target language
How much longer (+) or shorter (–) the text in the target language is
English
French
21.18%
English
Spanish
19.52%
English
Italian
17.91%
English
Deutsch
16.67%
English
Dutch
13.80%
English
Portuguese (Portugal)
14.29%
English
Portuguese (Brazil)
12.96%
English
Polish
9.33%
English
Russian
9.11%
English
Czech
3.70%
English
Arab
–6.25%
English
Japanese
–39.68%
English
Korean
–44.04%
English
Chinese (Simplified)
–61.97%
English
Chinese (Traditional)
–63.80%
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

What Custom Store Listing elements can be customized

You can create up to 50 custom pages at a time. You can add more pages for each one:

  • A separate application name (App name)
  • An icon (App icon)
  • Descriptions (Short description and Full description)
  • Graphical elements (screenshots, videos, feature graphics)
Contact details, privacy policy, category remain unchanged for all variants of the app listing page.
Device
Spotlight icon size
Settings icon size
Notification icon size
iPhone
40x40 pt (120x120 px @3x)
29x29 pt (87x87 px @3x)
38x38 pt (114x114 px @3x)
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
iPad Pro, iPad, iPad mini
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
Search term
Translation
SAP* English (U.S.)
SAP* English (U.K.)
truck games
games with trucks
62
39
lorry games
games with trucks
32
jail games
prison games
29
8
prison games
prison games
32
24
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.
Google Play
App Store
What can be tested?
  • Short description
  • Long description
  • Icon
  • Feature graphics
  • Screenshots
  • Videos
  • Screenshots
  • Videos
  • Icon (has to be uploaded to the build*)
Number of simultaneously running tests
5 tests (each test is valid within a single country.

You can choose a default country test (details below): then it will run in all countries where there are no localized graphical or textual materials.
1 test (the test can be immediately extended to all countries where the application is available or opt for specific countries as needed)
The number of test variants that can be tested with the current version in the store
Compared with a maximum of 3 new variants
Can a test be launched while another item is under review?
Yes
No
Mandatory formats for screenshots uploaded to the store
6.5
  • 6.5
  • 5.5
  • 12.9 (if there is an iPad version)
*Build – is a new version of the application. Updating the icon is only possible when updating the application version in the store. In other words, the term "build" refers to a specific version or variant of the application that is ready to be downloaded and installed on the users' devices. It contains all the necessary files and data for users to install and use the application.
More about optimizing graphic elements in the App Store and Google Play can be found in the article 'Graphics in Mobile App Promotion in the App Store and Google Play (ASO) – How to Optimize Graphic Elements.'

What are the available options for customizing the Custom Store Listing audience? 

There are several options available for customizing the audience targeted by a Custom Store Listing.

Targeting the selected country

You can assign one page to multiple countries, but each country can only have one Custom Store Listing page.

In the audience settings, select Country/region or user state, and check the required countries in the checkbox:

Targeting by user state

In the audience settings, select Country/region or user state and one of the two possible user states:

  • Lapsed and churned – the page will be displayed to users who have not used the app in the last 28 days or to users who have deleted the app;
  • Pre-registration – the page will be displayed in countries and regions where the app is in the pre-registration state. Pre-registration occurs when the application has not yet been released, meaning it cannot be found or installed from the store.
In countries where the application is in release or undergoing closed or open testing, the page will not be displayed.

Targeting by keywords

The page will be displayed to the users who search for the app using certain search terms. 

To make the right adjustments, analyze the needs of user segments that use different search terms and adapt both text and graphical metadata to meet their expectations:

Alternative versions of the Boo app listing page customized for the search terms "dating" and "make friends"

In the audience settings, select Search keywords, add your own keywords, or use the ones suggested by Google Play. 

Focus on the terms that drive traffic and ensure high conversion rates: 

Targeting users coming from Google Ads campaigns

In the Audience settings, select a Google Ads campaign and enter the campaign group IDs separated by commas:

Targeting by URL

Direct users to an alternative store page using a unique URL in social media campaigns, email campaigns, and online publications.

In the audience settings, select the URL option and generate a URL. Enter a name for the parameter that describes the features of the page or the audience for which it is customized. The generated URL will look like this: 

https://play.google.com/store/apps/details?id=[packageName]&listing=[parameter]

Device size or platform
Screenshot size
Requirement
Screenshot source
6.5 inch (iPhone 13 Pro Max, iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)
1284 x 2778 pixels (portrait)2778 x 1284 pixels (landscape)1242 x 2688 pixels (portrait)2688 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 6.5-inch screenshots
5.8 inch (iPhone 13 Pro, iPhone 13, iPhone 13 mini, iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X)
1170 x 2532 pixels (portrait)2532 x 1170 pixels (landscape)1125 x 2436 pixels (portrait)2436 x 1125 pixels (landscape)1080 x 2340 (portrait)2340 x 1080 (landscape)
Required if app runs on iPhone and 6.5 inch screenshots are not provided
Default: scaled 6.5-inch screenshotsAlternative: upload 5.8-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
1242 x 2208 pixels (portrait)2208 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 5.5-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (3rd generation) screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (2nd generation) screenshots
Price
Traffic Source (Self Reporting Networks)
Facebook
Google
X (Twitter)
Apple Search Ads
Cohort reports
Impression tracking
Audience segmentation
At extra charge
Custom Dashboards
Custom Reports
At extra charge
Advertisement Cost
DAU/MAU (Stickiness)
Raw Data Export
At extra charge
At extra charge
At extra charge
API Reporting
Search term
Translation
SAP* French
SAP* French (Canada)
soldes
sale
25
5
aubainerie
sale
14
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

How to create and configure a CSL in the Google Play Console

How to create and configure a CSL in the Google Play Console

Before creating a custom page, read Google Play's guide to creating a Custom Store Listings, as well as the guide to setting up metadata.

The process consists of several steps:

  1. Go to the Grow users section →  Store listing, create a CSL:
  1. Choose one of the available options for creating a page:
  • Create a page in the group;
  • page duplication;
  • create a new page:

A page created within a group will inherit the default graphical and textual metadata of that group. Updating the metadata in the group will automatically update the metadata for each page within the group. By default, only the main page group (Default Store Listing Group) is available.

To create a new group, go to Grow users Store listings Create group and configure group metadata:

A duplicate of an existing page inherits its metadata, which you can then change.

  1. Fill in the Listing details section by specifying the name of the page that will not be displayed to the user and the target audience:

Select the percentage of the audience to whom the page will be displayed, ranging from 10% to 100%:

Important: after the page is published, this percentage cannot be reduced.

Specify the duration for which the page is displayed in the store. Set the start and end dates (Run for a limited time) or choose to display indefinitely (Run indefinitely - no end date):

  1. In the Listing assets section, fill in the App name, short description, and full description for each of the target locales:

You can change the default language or add new locales in the Manage translations menu by selecting Change default language or Select languages, respectively:

Unlike the main page (Default store listing), automatic translation is not available for Custom Store Listings. Therefore, translations for all languages of the target audience need to be added manually.

Text metadata for different variants of the English language can be generated using artificial intelligence. To do this, click Generate suggested descriptions using Gemini above the Short description field, enter a topic, and select Generate:

Google's Gemini AI will prepare two variants of text metadata based on the main page, theme, and target audience settings. 

To get new options, click Regenerate, or Insert draft to add the selected option to the metadata:

  1. In the Graphics section, upload an icon, screenshots for different devices, videos, and Feature graphic. Graphic metadata should comply with Google's general graphics guidelines:

The video (Preview video) must be uploaded to YouTube with the status set to "Public domain" and without age restrictions. Monetization must be disabled:

  1. Click Save to save the settings:
  1. If necessary, adjust the priority of the pages. Under Store presence Store listings Custom store listings, select Reorder priority. Move the page with the highest priority to be displayed to the top:
  1. Submit the page for review, and after approval, publish the changes by selecting the appropriate section in the Publishing overview section:

9. After publishing, check how the customized pages appear on different device.

Device
Icon size
iPhone
180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro
167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini
152px × 152px (76pt × 76pt @2x)
App Store
1024px × 1024px (1024pt × 1024pt @1x)
Icon format
PNG
Color models
sRGB or P3 (see "Color Management")
Layouts
Aligned without transparency
Sizes
Shape
Square without rounded corners
All the current requirements for icons are specified in the specification.

How to evaluate the effectiveness of a Custom Store Listing

Before analyzing performance, allow CSL enough time to collect data. Conversion rates calculated based on a small number of views and installs may be inaccurate.

The basic metrics of the page are the number of visits (Store listing visitors) and conversion rate. They are available in the Custom store listings section of the Store presence section of → Store listings

Compare the conversion rate of the Custom Store Listing with that of the main page. A higher conversion rate of a custom page indicates its effectiveness:

For a deeper analysis, go to the Store performance section → Store listing conversion analysis. Customize the display by page variant (View by: Store listing) by selecting both the main page and Custom Store Listing

If necessary, filter the data by country, traffic source, or specific search terms: 

Compare the values and dynamics of the number of visits, installs, and conversion rates of your main and custom pages:

Icon format
32-bit PNG (with alpha channel)
Color models
512 х 512 pixels
Layouts
1024 КБ
Sizes
square, without rounding and shadows (Google automatically rounds the corners and adds shadows)
All the current requirements are specified in the specification.

Best practices for creating effective CSLs

To make Custom Store Listings work for you, follow these tips to increase their relevance to different audience segments and improve conversion rates.

  1. Identify the segments of your target audience for whom the content on the default page is least relevant. Creating dedicated pages for these users can lead to the greatest increase in traffic and conversions. For example, a separate page for users arriving through branded search terms allows you to highlight functionality that aligns better with their level of awareness.
  2. Create separate pages for countries where the population shares the same language. For example, while many users worldwide use English, their expectations and the app's functionality may vary by country. The content of each page should reflect these regional differences.
  3. Create pages for groups of countries that share a common language and have the same app functionality. For instance, a dedicated page for Chile and Argentina may be appropriate if the app's features in these countries differ from those in the rest of Latin America.
Custom Store Listings are not automatically translated. For pages targeted at countries with different languages, you need to add a translation for each language manually.
  1. Avoid overlapping audiences between different Custom Store Listings (CSLs) to ensure users are shown the most relevant content. For instance, one page might target a specific country, while another targets popular search terms within that same country. To display the correct version, set clear priorities for page display.
  2. Regularly perform A/B testing on creatives and descriptions. An iterative approach is essential for achieving high conversion rates and maximizing traffic.

Traffic
Popularity
Keyword
1
385 585
99
instagram
2
325 480
98
whatsapp
3
201 485
95
telegram
4
177 737
94
facebook
5
119 067
91
tik tok
6
92 427
90
ifood
7
80 473
87
tinder
8
69 379
87
capcut
9
65 120
87
nubank
10
64 602
86
uber

Traffic
Popularity
Keyword
Translate (EN)
1
233 158
99
snapchat
snapchat
2
209 668
98
instagram
instagram
3
114 577
94
tik tok
tik tok
4
92 500
93
telegram
telegram
5
70 286
91
facebook
facebook
6
59 302
90
tinder
tinder
7
51 352
89
whatsapp
whatsapp
8
42 468
87
youtube
youtube
9
36 646
86
tiktok
tiktok
10
36 420
86
messenger
messenger

Traffic
Popularity
Keyword
Translate (EN)
1
243 626
99
instagram
instagram
2
122 131
95
snapchat
snapchat
3
74 161
91
tik tok
tik tok
4
67 431
91
whatsapp
whatsapp
5
55 634
89
reddit
reddit
6
40 775
87
youtube
youtube
7
39 319
87
tinder
tinder
8
37 889
87
facebook
facebook
9
37 600
86
telegram
telegram
10
26 225
84
brawl stars
brawl stars

Traffic
Popularity
Keyword
1
123 159
99
instagram
2
91 584
97
snapchat
3
52 253
93
facebook
4
28 524
89
tik tok
5
25 788
88
reddit
6
23 972
88
youtube
7
23 005
88
tinder
8
20 257
87
whatsapp
9
17 652
86
messenger
10
14 431
84
discord

Traffic
Popularity
Keyword
Translate (EN)
1
96 271
99
인스타그램
Instagram
2
66 339
97
vpn
vpn
3
47 883
94
카카오톡
KakaoTalk
4
40 069
93
유튜브
YouTube
5
39 041
93
배달의민족
Delivery ethnicity
6
33 538
92
x
x
7
32 794
92
트위터
Twitter
8
29 047
90
쿠팡플레이
Coupang Play
9
21 262
89
네이버
Naver
10
18 882
88
티빙
Tibing

Traffic
Popularity
Keyword
1
144 520
99
instagram
2
102 720
97
snapchat
3
70 760
94
facebook
4
45 775
91
tik tok
5
26 665
88
youtube
6
25 880
87
reddit
7
24 777
87
tinder
8
21 923
86
whatsapp
9
21 702
86
messenger
10
15 312
84
spotify

Traffic
Popularity
Keyword
Translate (EN)
1
38 906
98
телеграм
telegram
2
24 281
95
telegram
telegram
3
20 773
93
бравл старс
brawl stars
4
17 750
91
пабг
YouTube
5
16 308
91
дія
Delivery ethnicity
6
15 075
91
tik tok
x
7
12 534
90
instagram
Twitter
8
11 554
89
вайбер
viber
9
11 418
89
brawl stars
brawl stars
10
11 205
89
viber
viber

Conclusions

  1. Custom Store Listings is a powerful tool for increasing conversion rates and user engagement, which allows you to customize the page for different segments of your target audience.
  2. The effectiveness of Custom Store Listings depends on accurate audience segmentation and thorough research – it's essential to have a clear understanding of each user group's needs.
  3. You should create dedicated content for each segment that aligns with their specific expectations and behavioral patterns.
  4. Regularly optimizing both graphical and textual metadata enhances the relevance and appeal of the app listing page.
  5. A/B testing helps verify the effectiveness of changes by eliminating hypotheses that don’t yield results.
  6. An iterative strategy for implementing and adjusting CSL ensures steady growth in traffic and the user base.

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