In this article, you’ll learn about the Full Value of Web and App - Awareness report. It’s a new, predefined report available in the Report Editor, that displays the effectiveness of running web and app campaigns while also leveraging the power of Web to App Connect.
Learn more About Web to App Connect and how to Get the full value from your web and app channels.
Learn how to Access and view the Full value of web and app - Awareness report.
On this page
- Benefits
- How the Full value of web and app cycle works
- What you’ll find in the Full value of web and app - Awareness report
Benefits
- Gain valuable insights: Understand the connection between your App campaigns for installs (ACi) and web campaigns and learn how app installs driven by ACi contribute to subsequent in-app conversions and conversion value for your web campaigns.
- Optimize results: Uncover new opportunities to enhance results by having a clear understanding of the full impact of your App campaigns for installs.
How the Full value of web and app cycle works
The cycle comprises of 3 phases:
- Implement Web to App Connect to create a seamless web-to-app user experience. You can use deep linking to direct users from your web ads to the desired page in your app. It also enables in-app conversion measurement and bidding that you can use to track and optimize your campaign performance.
- With the Web to App Connect interface, you can achieve, on average, 2 times higher conversion rates for ad clicks* landing in your app.
- When you invest in App campaigns for installs (ACi) and expand your app user base, you can increase the redirects from your web campaigns to your app with the help of Web to App Connect.
In the Full value of web and app - Awareness report, you can find out how the app users acquired from your app campaigns impact your web campaign performance in the form of in-app conversions, in-app conversion value, and more.
What you’ll find in the Full value of web and app - Awareness report
You can edit the report based on your different requirements at different times. However, you won’t be able to change the predefined rows or columns permanently.
You can find the following columns in the report:
Default columns:
- Campaign ID: Only lists ACi campaign IDs
- Campaign state: Displays campaign status, such as, “Enabled”, “Paused”, “Limited”, and so on
- Campaign type: Only lists App campaigns
- Impacted campaign type: Displays the web campaign type, (for example, Performance Max, Search, Shopping, Display, or others) that was impacted by the app campaigns
- App conversion from impacted campaigns: Lists the biddable in-app conversion actions driven by the corresponding impacted web campaign types
- App conversion value from impacted campaigns: Shows the total conversion value for biddable in-app conversion actions driven by the corresponding impacted web campaign types
The “Impacted campaign type”, “App conversions from impacted campaigns”, and “App conversion value from impacted campaigns” columns are only available in the Full value of web and app - Awareness report.
* Google Internal Data Global Feb-March Experiment 2022.