Tips to maximize conversions with 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. This article explains the benefits of using the Deep link impact calculator and how to use it so you can maximize your conversions. Learn more About the Deep Link Impact Calculator.

Prepare for success

If you're unfamiliar with deep links, learn more About deep links and how to Set up deep linking.

Best practices when using the Deep link impact calculator

Prioritize the most impactful URLs

Use the following filters to help you prioritize the most impactful web URLs that you should implement as deep links:

Missed conversions (by lower bound): Filters all the URLs that haven’t met a lower bound of missed conversions you could have earned
Conversions (mobile): Filter all the URLs that don’t receive more than a certain amount of conversions you choose

Note: You can also filter the data based on the app platform such as Android or iOS. This allows a better understanding of the missed deep links and opportunity for App Links and Universal Links.

Learn your spend coverage on mobile traffic

In this card, you can learn your current spend on mobile traffic for your web campaigns.

For example, 29.4% coverage means that 29.4% of your current mobile spend is flowing through deep links and into your apps, while the rest of the traffic is directed to the mobile web even for users who may have your app installed.

The higher the coverage, the larger the number of users who are directed to your mobile app, which provides much better user experience and ROI compared to the mobile website.

Understand the missed opportunities

An illustration of the deep impact calculator in Google Ads.

The missed opportunity card can show you how many conversions you could have earned if you implemented the missing deep links, for example any URLs that aren’t implemented as App Links and Universal Links.

To make it easier to prioritize, the tool provides missed opportunities for the top 10, top 20, and all web URLs.

By implementing the top 10 URLs, for instance, you may have earned 2,000 - 3,000 more conversions and increase your deep link coverage by 12.5%.

Know how missed app conversions are calculated

Missed app conversions are calculated by taking into account several factors based on the operating system used in the campaign.

Note: Make sure app conversion tracking and bidding are set up to realize the missed conversions highlighted in the impact calculator. Conversion tracking enables you to measure valuable user actions after users land in your app, and bidding helps you optimize for in-app conversion actions associated with your web campaigns.

For Android

Number of clicks from non-deep linked URLs
Conversion rate improvements due to deep links
Number of users who have the app installed

For iOS

Number of clicks from non-deep linked URLs
Conversion rate improvements due to deep links
App install modeled data

App install modeled data is a way to estimate data that can’t be observed directly due to Apple's App Tracking Transparency (ATT) policy, user privacy, or technical limitations.

In this case, modeled data is an estimate of the number of users who click on an ad who also have the iOS app installed.

Know the details of your missing deep links

Any missing deep links will be included in a table under the report summary. It will also include any web URLs that you should implement as deep links in your app, as well as all the valid links in your app.

Android non-deep linked URLs

In this table, you’ll find all the URLs that you should implement as App Links in your Android apps. For each URL, you can find the number of mobile clicks, mobile cost and conversions attributed to this URL, and, most importantly, the conversions you could have earned (missed conversions) by implementing this URL as an App Link.

You can also validate URLs using the “Check in Deep Link Validator” link.

iOS non-deep linked URLs

In this table, you’ll find all the URLs that you should implement as Universal Links in your iOS apps. For each URL, you can find the number of mobile clicks, mobile cost and conversions attributed to this URL, and, most importantly, the conversions you could have earned (missed conversions) by implementing this URL as a Universal Link.

Fully deep linked URLs

In this table, you’ll find all the URLs that are already implemented as deep links in your apps. For each URL, you can view the number of mobile clicks, mobile cost, and mobile conversions attributed to this URL.

Change the time range

The tool pulls all the web URLs from your active eligible web campaigns over a chosen period of time, and then checks whether those web URLs are implemented as App Links or Universal Links in your apps as of the previous day.

To select or change the range, click on the time picker drop-down located at the top of the tool.

The time period starts at a past date that you choose, but always ends at the previous day.
Any URL in an eligible web campaign that has generated traffic from a mobile device at the selected period of time will be validated.
The data presented in the tool will change to reflect the new time range that was chosen.

Download report

The full report contains all the information and missed URLs that appear in the Deep Link Impact Calculator tool. Follow the instructions to download:

Go to App advertising hub within the Planning drop down menu.
Click the Deep link impact calculator tab.
Click the Download Report at the top right corner of the page.

Was this helpful?

How can we improve it?