Play custom store listings: current setup rules for F2P UA

Google Play custom store listings let operators tailor name, icon, descriptions and graphics for specific audiences. You can create up to 50 custom store listing pages. The existing listing becomes the default for countries not targeted by a CSL.

Targeting that matters for F2P UA

Documented audience segments include churned users, lapsed users (28 days), lapsed and churned, non-buyers, one-time buyers, repeat buyers, lapsed buyers (180 days), ads traffic, country/region, pre-registration, search keywords and custom audiences. A country may be targeted by only one CSL at a time.

Unique URL: https://play.google.com/store/apps/details?id=[packageName]&listing=[parameter] with lowercase alphanumeric plus . - _ ~.

Ads traffic: choose Ads Traffic, publish after review, then select the listing as a landing page in Google Ads. Google notes ads CSL currently show custom assets from AdMob on Android and notably exclude ads on Google Play search, so CSL visitor counts will not match full UAC totals.

Translations: CSL are not automatically translated. Choose a default language and add translations for languages spoken in targeted countries.

Contact details, privacy policy and category are shared across all listing versions.

Who should act

1. Cap published CSLs at 50; map each paid concept to one listing ID.
2. Never assign the same country to two CSLs.
3. For UAC message match, wire AdGroupID only after Play approval.
4. Localise CSL copy deliberately — default language will otherwise show to mismatched language users.

Download the artifact.

Research checked 20 September 2026. Local draft; human editorial review pending.