By Tangenix · Published 2026-10-24 · Free template

App Store Acquisition Surface Chooser

Choose between a default listing, an audience-specific store page and a randomized listing test using platform eligibility and the decision you need to make.

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When to use this template

Use this before commissioning app-store assets when the team is unsure whether it needs campaign message continuity or an experiment. The output is a mechanism choice with eligibility evidence, not a creative brief.

Choose another approach when: You already have a verified mechanism and only need to write screenshots, or want to treat traffic sent to different audience pages as a randomized test.

Gather these inputs

The actual platform, app distribution state and intended visitor journey.
The decision required: general presentation, audience relevance or causal comparison.
Current provider eligibility documentation and the options actually available in the account.

Copy and adapt the template

Edit the text below and copy it into your own document. Edits stay in this browser field and are not submitted or saved by this page.

App Store Acquisition Surface Chooser: editable text

Decision needed: [which question must this work answer?]
Platform / app / distribution state / checked date: [actual conditions]
Visitor entry: [general browsing, campaign link or another verified route]
Need audience-specific presentation? [which real difference justifies it?]
Need randomized comparison? [which change and outcome?]
Candidate surface / provider eligibility evidence / limitations:
- Default store listing: [general presentation requirement]
- Audience-specific page: [verified routing and available audience controls]
- Listing experiment: [supported surface, app state and allocation]
Apple check: product page optimization requires Ready for Distribution and does not run on custom product pages.
Google Play check: experiments can use default or custom listings; verify the selected listing is ready.
Chosen mechanism / reason: [one decision]
Unsupported combination rejected: [why it cannot answer the question]
Next deliverable: [creative brief, routing map or experiment design]
Do not interpret an audience-page comparison as random assignment.

Worked example

Illustrative example, not a Crany customer result. Replace every example detail with facts you can verify.

Fictional example: a founder wants an iPhone campaign to show an existing document-scanning workflow instead of the app's general feature mix. The decision is audience continuity, so the team investigates a custom product page and its actual destination.
A separate question asks whether a screenshot change improves the default page. That calls for checking product page optimization eligibility. The team does not promise to run that test on its custom page, because Apple excludes that surface.
An Android teammate checks Play's supported listing experiment setup independently rather than importing Apple's restriction. This chooser records which mechanism fits; the existing creative and experiment briefs handle the subsequent work. No app listing or paid campaign is created by this worksheet.

How to use it

Write the decision before choosing the familiar platform feature.
Check app state and the exact listing surface against current provider rules.
Record the mechanism and hand off only the appropriate creative or test task.

Check before using it

Audience routing and randomized allocation are described as different mechanisms.
An Apple restriction is not applied to Google Play without checking its documentation.
Unavailable account options remain unresolved rather than being promised as configured.

What to measure

Review whether the chosen mechanism can answer the stated question and whether setup discovers an eligibility mismatch. Record rework avoided or needed. Selecting the right surface does not predict conversion lift, traffic volume or App Store placement.

Research and sources

Apple documents product page optimization eligibility and excludes custom product pages; Google Play documents experiments on default and custom listings. This original decision worksheet applies those differences without claiming access to a reader’s account.

Apple: Overview of product page optimization — checked 2026-10-24. Ready for Distribution eligibility; custom product pages excluded from product page optimization. Do not import these Apple restrictions into Play.
Google Play: Run A/B tests on your store listing — checked 2026-10-24. Store-listing experiment design using graphics/text variants and platform reporting.

This original template and worked example were prepared with AI assistance. Source documentation supports the principles stated above; it does not endorse Crany or guarantee this template’s performance.

About Crany

Crany is an AI marketing co-founder in development for software founders and vibe coders, designed to strategize, execute approved marketing and improve based on results. This free resource is usable independently of the product. Join the public waitlist.