See custom store listings (CSLs) from top apps in AppTweak

Custom store listings (CSLs) on Google Play are alternative versions of your app store page tailored to a specific audience or intent.

They’re widely used by top apps to improve conversion, especially when targeting keywords tied to specific features, use cases, or competitors.

With CSL Explorer, you can browse custom store listings from apps and games across Google Play – for any keyword, competitor, and market.

In this article, we share common CSL use cases with real examples, all of which can be explored directly in AppTweak.

Key takeaways

• Custom store listings on Google Play allow you to show alternative store pages to users based on targeting, such as app store keywords, country or language, install state, or campaigns.
• Keyword-based custom store listings align your app store messaging and visuals with search intent, which helps improve relevance and conversion from Google Play search.
• With CSL Explorer in AppTweak, you can browse custom store listings by app store keyword, competitor, category, and market, and compare them with default listings.
• Top apps use keyword-based CSLs to highlight specific features, reframe value on competitor keywords, and improve conversion on broad app store keywords.

What are custom store listings (CSLs)?

On Google Play, custom store listings are alternative versions of your app page that can be targeted by keyword, country/language, install state, Google Ads campaign, or URL.

When a user matches that targeting, they see a customized version of your store listing instead of the default one.

Keyword targeting is one of the most impactful CSL strategies, as it allows apps to align their store listing with search intent at the moment of discovery.

Read the full guide on custom store listings

What is CSL Explorer?

With AppTweak’s CSL Explorer, you can browse custom store listings across apps and games on Google Play. You can:

• Browse keyword-targeted and market-based custom store listings in one place
• Explore CSL usage across categories, countries, apps, and keywords
• Compare CSLs with default listings to see exactly what changed

This makes it easier to prioritize CSL opportunities and understand how top apps adapt their listings for different intents.

When to use keyword-based custom store listings

Below, we break down common CSL use cases with real examples, all available in AppTweak.

1. Map different features to search intent

Many apps offer multiple core features, but users search with a specific job in mind.

Since a single default listing can’t communicate all use cases equally well, keyword CSLs allow you to highlight the most relevant feature immediately, without overloading the main store page.

This approach works best when a feature is strong enough to compete on its own and search intent is clear and consistent.

Example: Brave (US) – keyword “vpn”

For example, Brave offers private browsing, security tools, and a VPN.

For the keyword “vpn,” Brave runs a CSL that:

• Puts the VPN feature front and center across the app name, short description, screenshots, and feature graphic
• Emphasizes speed, price, and safety as core value themes

• Keeps the default listing focused on broader ‘browsing’ use cases

Example: Trip.com (UK) – keyword “flights”

In the travel category, CSLs are widely used because many apps cover multiple use cases, such as flights and hotels.

For example, Trip.com runs a CSL for the keyword “flights” that:

• Replaces its broader “travel companion” positioning, which promotes both hotels and flights
• Highlights “discounted flights” in the first screenshot to match users looking for cheaper flight options

With CSL Explorer, you can easily compare how other travel apps adapt their store listings when targeting the same keyword.

2. Compete on competitor keywords by reframing value

On competitor and comparison-focused keywords, users arrive with expectations shaped by other apps. CSLs allow you to align messaging to those expectations.

Example: Reddit – competitor keywords

For keywords such as “discord” and “twitter,” Reddit runs CSLs that shift its messaging from “Find your community” to “Real advice from thoughtful discussions.”

This approach:

• Highlights Reddit’s differentiation directly from search
• Makes the listing feel more relevant in a comparison context

The goal isn’t always to replace a competitor outright, but to position the app as a credible alternative worth trying too.

CoinSwitch boosted conversion rates by +400% with custom store listings. Learn how

Some apps also run CSLs on their own branded keywords, where users’ intent to install is high. This is a great way to reinforce trust and reassurance at the moment of decision.

For example, when searching for the keyword “expedia,” users see a CSL highlighting:

• Social proof (4.8 Play Store rating)
• Reliability (“Trusted by travelers,” “Reviewed by real people”)
• And price (“Track and get the best prices”)

Because screenshots appear directly in branded search results, this approach helps reduce friction before users reach the store page.

3. Improve conversion on broad generic keywords

Broad keywords often attract mixed intent.

Even when an app ranks well, conversion can underperform if all users land on a store page that doesn’t reflect what they’re looking for.

Keyword-based CSLs help anchor these searches around one clear angle.

Example: Audible – keyword “podcast”

Above, we see Audible running a CSL for the keyword “podcast” that:

• Foregrounds podcast content over audiobooks
• Adapts screenshots and app name to reflect that intent
• Changes the app icon to improve recognition in search results

Beyond keywords: Market-based CSLs

CSLs can also replace the default store listing for an entire country and language.

By leveraging market-based CSLs, you can:

• Adapt visuals and copy to reflect local language, culture, or expectations
• Emphasize market-specific value propositions or pricing cues
• Support time-bound campaigns, promotions, or seasonal moments

Example: inDrive – Mexico

In Mexico, inDrive ran a market-based CSL during the Christmas period that updated screenshots to highlight the festive season and culturalized creatives to better resonate with local users.

This example shows how CSLs can be used beyond keyword search to support localization and relevance at the market level.

Conclusion

CSL Explorer provides keyword- and market-level visibility into how custom store listings are used across Google Play.

For teams investing in CSLs, this allows for much clearer prioritization – revealing which keywords, countries, and listing elements competitors are actively targeting.

Want to research CSL strategies across your main keywords, competitors, and markets?

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