Custom Product Pages on the App Store — and Custom Store Listings on Google Play — are now one of the most powerful levers for improving install conversion.
This guide shows how to do it properly: where CPP/CSL variants actually move the needle, how to structure your intent themes, how to map them to ads + organic traffic, and how to operate dozens of variants without breaking your team.
This isn’t the “CPP 101” treatment.
This is a practitioner playbook — from teams already doing it — covering direct + deep linking, Apple Ads & Google App Ads alignment, keyword assignment, and the execution pitfalls that kill uplift.
What’s inside
- When CPPs/CSLs should be built — not just when you can
- The “one intent → one CPP/CSL” operating rule
- How to map each CPP/CSL into Apple Ads / Google App Ads
- How to avoid keyword cannibalization
- How to measure CPP uplift vs your default listing
- How CBS Sports uses CPPs seasonally and team-specific
- How feature-specific CPPs (e.g. baby name generator) unlock deep-linked conversion
Why this matters now
Apple’s recent introduction of keyword assignment to CPPs (and Google’s already broader controls) moves CPPs/CSLs out of “ad variation extra” territory and into true ASO segmentation.
For UA, this is the closest we’ve ever had to intent-aligned “landing pages inside the store.”
Your default store page is for everyone.
CPPs/CSLs are for someone — and that’s where conversion changes.
Download the guide and get the framework — and the QA checklist — to actually run this at scale.