Direct your Search, Shopping, Performance Max, and Demand Gen campaigns to both your web and app platforms, giving your customers a consistent, unified experience.
Managing your advertising across both your website and app can be complicated. Delivering a consistent, unified experience for your customers is essential, which is why we’re excited to announce new Google Ads features aimed at bridging this gap. These updates simplify your workflow, providing the tools you need to create a connected customer journey from web discovery to in-app conversion and drive better results for your business.
How We're Making Web and App Advertising Easier
1. Web to App Connect for YouTube Ads
Web to App Connect is expanding! You can now drive clicks directly to your app from YouTube Ads, Hotel Ads, and Demand Gen campaigns in addition to Performance Max, Search, and Shopping campaigns. This feature offers a seamless deep linking experience for customers on both iOS and Android devices. On average, advertisers can see a 2x increase in overall conversion rates when implementing Web to App Connect for YouTube1, demonstrating its potential to improve your app engagement and profitability.
2. Unified Workflows and Reporting in Google Ads
To simplify campaign management, we've integrated web and app insights directly into the Google Ads workflow. This includes:
- In-product nudges: Get helpful, data-driven suggestions when building new campaigns or setting up new conversions to ensure they are being optimized towards in-app events.
Nudge in the Google Ads campaign construction flow
- Unified conversions: The new conversion setup page now automatically bundles app events with corresponding web events, giving you a complete view of your conversions.
Web and app conversion selection on the Conversion Set-up page
- Combined overview card: See a side-by-side comparison of your web and app performance all in one place on the Google Ads homepage.
Web to App Connect Overview card on Google Ads Homepage
3. Measure App Installs from Web Campaigns
The new Web to App Acquisition measurement feature helps you understand exactly how your web campaigns, such as Search and Shopping, are driving new app installs and first in-app conversions. For the first time, you can now attribute these insights to your web campaigns, giving a more accurate view of your campaign performance.
Web to App first conversions on the Campaign Reporting page
What This Means for You:
By unifying your web and app marketing, you can:
- Attract your best customers: Guide users to your app, where they are often more engaged and ready to convert.
- Streamline your campaigns: Efficiently target users across both web and app touchpoints for optimal performance.
- Get a complete view: See which web campaigns are driving app installs and in-app conversions, giving you a more accurate view of your performance.
Ready to Get Started?
To learn more about these new features and how to set them up, visit the Web to App Connect Help Center page.
Posted by Steven Li, Global Product Lead, Web and App
1. Source: Google Internal Data, April 2025