Google Ads has launched new features to connect web and app advertising. According to the company, the aim is to give advertisers a unified view of web and app performance while linking campaigns to app installs and in-app actions.

Web to App Connect expansion

Google is extending its Web to App Connect tool within Google Ads. The company says advertisers can now send customers directly into their apps not only from Performance Max, Search, and Shopping campaigns but also from YouTube Ads, Hotel Ads, and Demand Gen campaigns. This means an ad on YouTube or a hotel listing can now click straight into an app.

Unified workflows bring web and app data together

The company has also introduced unified workflows and reporting. This combines web and app insights into one place inside Google Ads. Advertisers will now see in-product nudges when building new campaigns or setting up conversions. Google says these nudges are designed to suggest data-driven optimizations for in-app events.

Google Ads campaign construction flow with in-product nudge UI.

The conversion setup page has also changed. Instead of treating web and app events separately, the system now combines them automatically. According to the company, the unified view is designed to let advertisers see how different events contribute to conversions.

Google Ads conversion set-up page showing web and app conversion selections in a dialog box.

A combined overview card has also been added to the Google Ads homepage. This allows advertisers to compare web and app performance side by side without switching between separate reports.

Google Ads homepage featuring Web to App Connect overview card and app install performance data.

Measuring app installs from web campaigns

Google has also launched a measurement feature called Web to App Acquisition. This lets advertisers track how their web campaigns, such as Search or Shopping, drive app installs and even first in-app actions.

Google Ads Campaign Reporting page showing web to app first conversion metrics in a table.

The company says this is the first time web campaigns can be directly linked to app installs. Advertisers can now attribute app conversions to web campaign spend, offering a more complete view of performance.

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