Custom product pages by category
- Newly created custom product pages in 2025 were concentrated in a handful of high-volume categories, showing where advertisers most actively invested in building segmented experiences for different audiences and keyword themes.
- Games led the custom product pages creation in 2025 with 3,637 newly created pages, keeping its position as the most custom product pages-intensive category. This level of adoption suggests that teams in Games continue to rely on custom product pages to support multiple gameplay angles, feature sets, and player motivations across diverse keyword groups.
- Utilities ranked second with 1,823 custom product pages, indicating strong usage of custom product pages beyond entertainment-driven apps. This suggests utility apps frequently segment by use case, urgency, and feature promise, where small messaging differences can influence whether users engage and install.
- A strong cluster followed with Health & Fitness (1,792), Finance (1,536), Education (1,498), and Shopping (1,408). These categories typically cover broad user needs and multiple intent types, so custom product pages adoption at this scale points to an emphasis on tailoring trust signals, core benefits, and specific value propositions for different sub-audiences.
- Several additional categories stayed highly active in custom product pages creation, including Productivity (1,380), Photo & Video (1,251), Lifestyle (1,207), Travel (1,158), and Business (1,088). This suggests that custom product pages strategies are not limited to one app type, and are increasingly used wherever apps can present multiple angles, scenarios, or feature priorities.
Number of newly created custom product pages by category per month
Games
Games peaked in November (392) and remained elevated in December (386), indicating continued investment in custom product pages during one of the most competitive periods for acquisition.
Utilities
The strongest push in Utilities came late in the year, with custom product pages for Utilities rising to 217 in November and peaking at 241 in December, pointing to heavier customization during the year-end period when competition and intent-driven searches tend to intensify.
Health & Fitness
Momentum strengthened in the second half of the year for Health & Fitness as the newly created custom product pages per month rose to 170 in July, held near that level in August, then reached its yearly peak in October (190).
Finance
Finance reached its lowest point in May (87), followed by a sharp recovery in June (153), indicating a mid-year refresh in custom product pages activity. The strongest spike appeared in November (190).
Education
In 2025, Education showed a clear upward trajectory in custom product pages creation as the year progressed. The year closed at its highest point with 186 in December.
Active custom product pages numbers by category
Games
Active custom product pages in Games built steadily across 2025, starting at 1,621 in January and climbing to 1,958 in December, showing sustained expansion of always-on custom product pages coverage throughout the year.
Utilities
Active custom product pages in Utilities expanded month over month in 2025, rising from 798 in January to 1,255 in December, signaling steadily growing reliance on custom product pages to support paid campaigns.
Health & Fitness
Shows sustained custom product pages expansion with the strongest coverage building in the second half of the year, with the year closing at 1,071 in December.
Finance
Finance stayed relatively tight through most of the year (roughly 775 to 860 from January to October) before stepping up to 951 in November and 961 in December.
Education
Education grew its active custom product pages footprint from 822 in January to 1,030 in December, indicating advertisers expanded intent-based coverage across learning needs.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
