Custom Store Listings
Play's per-country listing variants (up to 50). Apple equivalent: CPP.
Setup
Play Console → Store presence → Custom store listings → Create.
For each variant:
- Choose country/region (e.g., India)
- Choose keyword targeting (advanced; e.g., installs from "budget" keyword)
- Choose install state targeting (new install, returning user)
- Override: title, short desc, long desc, graphics, video
When to use
- App localized to specific markets
- Different value props per market
- Brand variants (different name in different country)
- Promotional campaigns per region
Example: India variant
Default (Global): "RupeeTrack - Budget App" India variant: "RupeeTrack - UPI Budget for India"
Screenshots show:
- WhatsApp UPI integration (high signal in India)
- Local language UI
- Family expense splitting (common Indian use case)
Common patterns
| Variant | When |
|---|---|
| Country-specific | App localized + market-specific positioning |
| Keyword-specific | Want to capture "habit tracker" search differently from "self improvement" |
| Returning-user | Different pitch for users who uninstalled (winback) |
Limits
- 50 custom store listings max
- Each must have unique combo of (country, language, keyword, install state)
- Must be reviewed (3-7 day cycle per variant)
Compare to Apple Custom Product Pages
| Play CSL | Apple CPP | |
|---|---|---|
| Targeting | Country/keyword/install state | Link-based |
| Per-link unique | No | Yes (each CPP has unique URL) |
| Count | 50 | 35 |
| Review time | 3-7 days | 24-48 hours |
Pair with
localize-figs-j-androidfor translationplay-listing-experimentsfor variant testingaso-keywords-playfor keyword targeting


