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Create a seamless web-to-app journey and improve campaign performance for your customers by making use of the integrated Web to App Connect central hub. Web to App Connect enables deep linking, guiding clicks from your ads directly to the relevant page within your mobile app, where customers can easily complete their intended actions.
In this hub, you can also measure crucial in-app conversion actions, such as purchases, sign-ups, and add-to-cart events. This comprehensive measurement allows you to track, optimize campaign performance, and receive tailored recommendations, all from within Web to App Connect. Learn more about how to Create an effective deep linking strategy when using Web to App Connect .
On this page
- Why is it important to provide the best possible web-to-app experience?
- Benefits of using the Web to App Connect interface
- Key features
- About conversion tracking and bidding setup
- About deep linking setup
- Performance overview
Why is it important to provide the best possible web-to-app experience?
- 83%of U.S. retailers agree that app customers tend to make more purchases compared to non-app customers.*
- 73%of consumers say it is important for them to see brands prioritize a great app experience for their service.**
- 62%of consumers say convenience is the biggest benefit of using apps over websites.**
*Source: Google/Ipsos, U.S., March 2023
**Source: Google/Storyline Strategies, U.S., Feb 2022 vs. Feb 2022
Benefits of using the Web to App Connect interface
- Drives better experiences for your users through seamless web-to-app integration
- For mobile users who have your app installed, drive them directly to the relevant page on your mobile app through deep links.
- For mobile users who don't have your app, continue to direct them to your mobile website as usual.
- Delivers, on average, 2.8 times higher conversion rates for ad clicks* landing in your app compared to your mobile website
- It powers better user experiences using native app features (for example, saved user info or push notifications).
- It optimizes campaign performance to keep your valuable app users engaged, and drive more conversions.
*Source: Google Data, Global divisions, April. 2025.
Key features
- Deep linking: Use deep links to send mobile device users directly to relevant pages in your app rather than your website. People who click on your ads can go directly to the app pages you specify.
- Conversion tracking: Measure what happens after a user clicks on your ads and lands in your app, like whether they purchased a product, signed up for an account, called your business, or subscribed to your newsletter. When a user completes an action that you've defined as valuable, these user actions are called conversions .
- Bidding: Select the in-app conversion actions that you want to optimize for using your web campaigns. You may improve your ad campaign performance by using Smart Bidding , which automatically drives higher performance for your business goals, like maximizing conversions or conversion value.
About conversion tracking and bidding setup
To optimize your app campaigns for maximum conversions and value, focus on these key areas:
- Link your accounts: Implement your app's measurement SDK and link it to your Google Ads account to enable data flow.
- Define and import your conversions: Identify your most valuable in-app actions, such as purchases or sign-ups, and import them into Google Ads.
- Prioritize your conversions: Designate your important conversions as "Primary" to guide Smart Bidding effectively.
- Adopt Smart Bidding: Leverage Smart Bidding strategies to automatically optimize key in-app conversion actions.
Learn more about how to Set up Web to App Connect to improve campaign performance .
About deep linking setup
Deep linking ensures a seamless user experience, guiding users directly from your ads to specific content within your app. Consider the following:
- Identify deep linking opportunities: Strategically determine where deep links will provide the most impactful direct navigation for users.
- Ensure functionality: Regularly fix any misconfigured deep links to guarantee users land on the correct in-app content.
- Leverage in campaigns: Integrate well-functioning deep links into your campaigns to drive higher engagement and conversion rates.
Learn more about how to Set up Web to App Connect to improve campaign performance .
Performance overview
The performance overview will include the following data:
- In-app conversion rate: It shows how often, on average, an ad click directed to your app leads to a conversion. It’s “in-app conversions” divided by the interactions with your ad landing in your app.
- Note: App installs and first open conversion actions aren’t included as “in-app conversions”.
- Web conversion rate: It shows how often, on average, an ad click directed to your website leads to a conversion. It’s “web conversions” divided by the interactions with your ad landing on your website.
- All missed conversions: These indicate the aggregate potential performance uplift you'll get in terms of additional in-app conversions by implementing your non-deep linked URLs as App Links and Universal Links. Use these as a measure of your missed opportunity. Implement deep links to better capture these conversions.
- Deep link coverage: This measures the proportion of your current mobile spend flows through deep links and into your apps. The higher the deep link coverage, the larger the number of users who are directed to your mobile app, which provides a much better user experience and ROI compared to relying only on your mobile website.
- App bidding coverage: This measures the proportion of your current mobile spend that is associated with campaigns bidding on in-app conversions. The higher your app bidding coverage, the greater the opportunity to convert with valuable in-app conversion actions, so you can optimize campaign performance to maximize conversions or conversion value.
Use the drop-down menu at the left to indicate the selected duration for the data.
