About the Deep link impact calculator

The Deep link impact calculator tool provides a list of all the missing web URLs you should consider implementing as deep links, specifically App Links for Android and Universal Links for iOS, and the missed opportunity from not implementing those. Learn more About deep links.

Benefits of using the Deep link impact calculator

The Deep link impact calculator tool helps you:

Identify the URLs that you should implement as App Links (Android) and Universal Links (iOS) in your apps.
Identify your current spend coverage on mobile traffic.
Understand any missed opportunities and how many more conversions you may be able to get by implementing missing deep links.
Download or send a report for easier documentation and sharing with relevant stakeholders in your organization.

Learn more about how to Maximize conversions with the Deep link impact calculator.

How to access the Deep link impact calculator

In your Google Ads account, click the Tools icon .
Click the Planning drop down in the section menu.
Click App advertising Hub.
Click the Deep link impact calculator tab.

Deep link impact calculator overview sections

The deep link impact calculator has several sections that provide helpful information and key metrics that will give you a deeper understanding of your deeplink coverage, so you can take the appropriate action.

Configuration overview

In this section, you’ll be able to select the app platform of the deeplink coverage report and specify the report’s date range.

For example, if you select “Last 14 days until yesterday” as your date range, the report will show you all the web URLs that have been used in your campaigns and have at least one click over the last 2 weeks, including those URLs that were implemented as App Links or Universal Links.

Opportunity overview

This is an overview of your deep linking coverage status through the “Estimated missed opportunity” card and “Spend coverage mobile traffic” card. Discover whether your coverage is low or high, so you can take the appropriate action and implementation.

Estimated missed opportunity: This card shows a general overview of your campaign’s current deeplink coverage and the potential performance uplift you’ll get by implementing your non-deeplinked URLs to deeplinks.
Spend coverage mobile traffic: This card shows the percentage of your current mobile spend out of all the eligible mobile spend through deeplinks. All eligible mobile spend excludes app campaigns, such as App campaigns for installs (ACi) and App campaigns for engagement (ACe).

Non-deeplinked URLs overview

This section shows all the web URLs that aren’t implemented as deeplinks in your app. For every web URL, you’ll find:

Number of conversions generated by the web URL
Number of clicks that the web URL has
The campaign that the web URL is part of and the associated cost with each campaign
The missed app conversions from not having the web URL implemented as a deeplink

Note: Every deeplink that’s incorrectly implemented may appear as a non-deeplinked URL. This means that if you've implemented a URL as an App Link or Universal Link, but there’s a problem with the implementation, the URL may appear as a non-deeplinked URL.

Deeplinked URLs section

This section shows all the web URLs that are implemented as deeplinks in your app. For every deeplink, you’ll find the following details:

The respective app IDs that the deeplink is part of
Number of conversions generated by the deeplink
Number of clicks that the deeplink has
Whether the deeplink is implemented as an App Link, a Universal Link, or both
The customer IDs that the deeplink is part of and the associated revenue with each customer
The campaign that the deeplink is part of and the associated revenue with each campaign

Get started with Web to App Connect

You can set up deep linking and app conversion tracking using the Web to App Connect interface in Google Ads. After you’ve completed the setup for both, you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.

This improved experience allows your customers to more easily complete their intended action, whether purchasing, signing up, or adding items to their cart. Plus, from within the Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.

To get started with Web to App Connect, follow the 3 steps below:

In your Google Ads account, click the Tools icon .
Click the Planning drop down in the section menu.
Click App advertising hub. This will take you to the Web to App Connect interface.

Learn more about converting better with the Web to App Connect interface.

Troubleshooting issues with viewing impact reports

Why might you not be able to view your personalized impact report?

You may not be able to view your personalized impact report in the Deep link impact calculator if your advertiser-app-mapping has low or medium confidence. This means the system doesn’t have enough reliable data to link ad performance to app installs and conversions. Also, if you don’t have any missed conversions, the report might not display.

What to do in order to use the report?

To access the personalized impact report, you must improve data confidence by either contacting your account manager or filling out the provided form. You need to submit accurate details, which includes Google Ads ID or Manager Account (MCC) ID, Android App ID, iOS App ID, and Email address (if filling out the form). The submitted data undergoes validation by either an account manager or a verification team, who may request clarification if needed.

Once the mapping is updated, the personalized missed conversions will be updated, and an automated email notification will be sent. You will then be able to log into the Deep link impact Calculator to view the personalized impact numbers and optimize the campaigns.

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