Google Ads has introduced a set of updates designed to bridge the gap between web and app campaigns, making campaign management more seamless while elevating the customer journey. With these improvements, brands can deliver a smoother path from online discovery to in-app conversions, ultimately driving stronger performance.

Expanded Web to App Connect Capabilities

The powerful Web to App Connect functionality has been extended beyond its initial support for Performance Max, Search, and Shopping campaigns. Advertisers can now seamlessly deep-link users directly into their mobile apps from YouTube Ads, Hotel Ads, and Demand Gen campaigns.  

This deep-linking technology is compatible with both iOS and Android, ensuring a frictionless user experience. Early adopters have reported up to 2x higher conversion rates from YouTube campaigns using Web to App Connect, underscoring its impact on app growth and monetization.

Explore other types of Google Ads campaigns here!

Unified Reporting and Workflows

To make cross-channel campaign management simpler, Google Ads has consolidated web and app insights into one unified workflow:

• Intelligent Optimization Prompts: Data-driven recommendations are now surfaced directly within the campaign creation and conversion setup interfaces to guide advertisers toward optimal in-app event configurations.

• Centralized Conversion Management: A unified setup page now consolidates both app and web conversion events, providing a holistic view of all critical user actions.

• Integrated Performance Dashboard: The Google Ads homepage now features a combined overview card, presenting key web and app performance metrics side-by-side for immediate comparison and analysis.

Measuring App Installs from Web Campaigns

With the new Web to App Acquisition measurement, advertisers can track app installs and initial in-app actions that originated from web-based campaigns such as Search and Shopping. This provides a more accurate view of how web activity contributes to long-term app adoption.

Why Web–App Integration Matters

Unifying web and app marketing delivers measurable advantages:

• Higher-quality users – Drive customers into the app, where retention and conversion rates are stronger.
  

• Operational efficiency – Manage audiences and touchpoints across web and app from one streamlined system.
  

• Holistic performance visibility – Identify which web campaigns generate app installs and in-app engagement to refine strategy with precision.