Custom Product Pages (CPP) on the App Store and Custom Store Listings (CSL) on Google Play are now one of the most powerful levers for improving install conversion.
The ASO Project’s latest guide dissects the ins and outs of CPPs and CSLs and show you how to implement them properly: from where CPP/CSL variants actually move the needle and how to structure your intent themes to how to map them to ads and 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.
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 cannibalisation
- 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 existing 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, get the framework, and start growing at scale today.
