Optimize performance with Web to App Connect

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 can help you deep link, so that clicks to your ads lead directly to the right page on your mobile app. There, your customers can easily complete their intended actions. Web to App Connect will also enable you to measure their subsequent in-app conversion actions, such as purchases, sign-ups, and add to basket, to track and optimise your campaign performance and get recommendations, all from within Web to App Connect.

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.

Learn more about Web to App Connect and how to set up Web to App Connect to improve campaign performance.