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What are custom product pages? A guide to personalized experiences

By Sergey Ullrich
expert-photo-Sergey-Ullrich
Sergey Ullrich
Product Owner at Yango App Campaigns
Sergey is responsible for developing tools to effectively promote mobile applications. Sergey’s professional focus is business development and identifying new growth opportunities in mobile app advertising.

Custom product pages (CPPs) let you create multiple versions of your App Store and Google Play pages. Showing users content that fits their interests helps boost downloads and engagement for your app.

What are custom product pages?

You only have seconds to capture user attention in the App Store or Google Play. Custom product pages let you highlight different app features to different users instead of displaying one page to all.

Take a fitness app as an example. Runners can see screenshots of distance tracking and route maps, while yoga enthusiasts can find meditations and morning vinyasa flows. Each user quickly spots what interests them most, even though it's the same app.

When users click on your ads, they expect to find what drew them in. Custom pages deliver on this promise — users see the same message and visuals from your ad on the store page. This consistent experience builds trust and helps turn user interest into downloads.

How custom product pages work

You can create up to 35 versions of your App Store page in every language, and up to 50 custom product listings in Google Play. Each version can have different screenshots, videos, and promotional text to highlight specific features.

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Every custom page gets a unique URL, making it easy to track performance across campaigns and channels. These URLs guide users to the right page and let you measure which versions drive the most downloads and engagement.

While users won't find these pages through App Store or Google Play search, but this targeted approach lets you analyze how each customized page performs with different audiences.

Key features

Every custom page lets you change your screenshots (up to 10), videos, and promotional text (up to 170 characters). You can create pages in different languages to reach global users.

Some elements stay the same across all pages: your app icon, name, keywords, and main description. This keeps your brand consistent, while letting you customize the presentation.

 

How to use custom product pages

  • Step 1: Identify your target audiences
    Look at your current users and how they interact with your app. Which features do different age groups prefer? How do users from different countries engage with your app? Use these insights to plan your custom pages.

  • Step 2: Create custom pages in App Store Connect
    For the App Store, sign into App Store Connect and select the custom product pages section. For Google Play, use the Google Play Console to create custom store listings. Start with one target audience or feature set — this lets you test and learn before expanding to multiple pages.

    If you're running ads, create a separate custom page for each campaign, so that users see the same message that made them click on your ad in the first place. Start with one target audience or feature set — this lets you test and learn before expanding to multiple pages.

  • Step 3: Set up page URLs
    Each page in the App Store or Google Play gets its own unique web link that you can use in ads, emails, or social media posts. When someone clicks that link, they see a version of your store page tailored to their interests.

  • Step 4: Use UA tools that support custom product pages
    The real power of custom pages comes from tracking how different users respond to each version. But not all advertising networks can support them. To make sure that your campaigns are effective, use user acquisition (UA) tools that support this feature, such as Yango Ads Campaigns.

  • Step 5: Analyze and optimize
    Focus on the basics: are more people downloading your app when they see these tailored pages? Are they sticking around longer? These insights help you understand what works and what needs tweaking. You can A/B test different versions of your custom product pages to see which performs better.
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Are custom product pages a good fit for my app?

If you spend money advertising your app to different audiences, custom product pages can help. You can show beginners and experts different content, or highlight seasonal features to specific users. Recent data shows: apps with custom pages see up to 8% higher conversion rates.

Just starting out? Focus on your main store page first. Custom pages need regular updates and take time to manage. Add them when you know what your users like, and have time to maintain multiple pages.

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What tools do I need?

To get the most out of custom product pages, you need proper UA tools that support them. Try Yango Ads Campaigns — it’s great for working with custom product pages and getting the most out of them.

Note: Yango Ads Campaigns added support for custom product pages in 2024. The setting is available through the Unified Performance Campaign.

Before you go

Custom product pages help you show relevant features to different users. Focus on making each page useful to its audience rather than creating many pages. When done right, they help more users find and download your app.

 

 

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