About the Deep link impact calculator

The Deep link impact calculator tool provides a list of all the missing web URLs you should consider implementing as deep links, specifically App Links for Android and Universal Links for iOS, and the missed opportunity from not implementing those. Learn more About deep links.

Access the Deep link impact calculator

An animation that demonstrates how to access the Deep Link Impact Calculator in Google Ads.

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Tools icon Tools Icon.
  2. Click the Planning drop down in the section menu.
  3. Click App advertising Hub.
  4. Click on the Deep link impact calculator tab.

How to use the Deep link impact calculator

Deep links provide tremendous value for you and your users. However, many apps either have a small number of deep links, or no deep links at all.

Use the Deep link impact calculator tool to:

  • Identify the URLs that you should implement as App Links (Android) and Universal Links (iOS) in your apps.
  • Identify your current spend coverage on mobile traffic.
  • Understand any missed opportunities and how many more conversions you may be able to get by implementing missing deep links.
  • Download or send a report for easier documentation and sharing with relevant stakeholders in your organization.

Understanding the missed opportunity

The missed opportunity card can show you how many conversions you could have earned if you implemented the missing deep links, for example any URLs that are not implemented as App Links and Universal Links.

To make it easier to prioritize, the tool provides missed opportunities for the top 10, top 20, and all web URLs.

By implementing the top 10 URLs, for instance, you may have earned 2,000 - 3,000 more conversions and increase your deep link coverage by 12.5%.

An illustration of the deep impact calculator in Google Ads.


How missed app conversions are calculated

Missed app conversions are calculated by taking into account several factors based on the operating system used in the campaign.

Android:

  • Number of clicks from non-deep linked URLs
  • Conversion rate improvements due to deep links
  • Number of users who have the app installed

iOS:

  • Number of clicks from non-deep linked URLs
  • Conversion rate improvements due to deep links
  • App install modeled data

What is app install modeled data?

Modeling is a way to estimate data that can’t be observed directly due to Apple's App Tracking Transparency (ATT) policy, user privacy, or technical limitations. In this case, modeled data is an estimate of the number of users who click on an ad who also have the iOS app installed.

Note: Make sure app conversion tracking and bidding are set up to realize the missed conversions highlighted in the impact calculator. Conversion tracking enables you to measure valuable user actions after users land in your app, and bidding helps you optimize for in-app conversion actions associated with your web campaigns.

Web to App Connect

You can set up deep linking and app conversion tracking using the Web to App Connect interface in Google Ads. Once you’ve completed set up for both, you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.

This improved experience allows your customers to more easily complete their intended action, whether purchasing, signing up, or adding items to their cart. Plus, from within the Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.

To get started with Web to App Connect, follow the 3 steps below:

  1. In your Google Ads account, click the Tools icon Tools Icon.
  2. Click the Planning drop down in the section menu.
  3. Click App advertising hub. This will take you to the Web to App Connect interface.

Learn more about converting better with the Web to App Connect interface.


Spend coverage on mobile traffic

In this card you can learn your current spend on mobile traffic for your web campaigns.

For example, 29.4% coverage means that 29.4% of your current mobile spend is flowing through deep links and into your apps, while the rest of the traffic is directed to the mobile web even for users who may have your app installed.

The higher the coverage, the larger the number of users who are directed to your mobile app, which provides much better user experience and ROI compared to the mobile website.


Missing deep links details

Any missing deep links will be included in a table below the report summary. It will also include any web URLs that you should implement as deep links in your app, as well as all the valid links you've in your app.

Android non-deep linked URLs tab

In this table, you’ll find all the URLs that you should implement as App Links in your Android apps. For each URL, you can see the number of mobile clicks, mobile cost and conversions attributed to this URL, and, most importantly, the conversions you could have earned (missed conversions) by implementing this URL as an App Link.

Missed app conversions for Android are calculated by taking into account the number of clicks coming from non-deep linked URLs in ad campaigns, the number of people who have the app installed, and conversion rate improvements due to deep links.

You can also validate URLs using the “Check in Deep Link Validator” link.

iOS non-deep linked URLs tab

In this table, you’ll find all the URLs that you should implement as Universal Links in your iOS apps. For each URL, you can see the number of mobile clicks, mobile cost and conversions attributed to this URL, and, most importantly, the conversions you could have earned (missed conversions) by implementing this URL as a Universal Link.

Missed app conversions for iOS are calculated by taking into account the number of clicks coming from non-deep linked URLs in ad campaigns, conversion rate improvements due to deep links and modeled install data.

Fully deep linked URLs tab

In this table, you’ll find all the URLs that are already implemented as deep links in your apps. For each URL, you can see the number of mobile clicks, mobile cost, and mobile conversions attributed to this URL.


Prioritize the most impactful URLs

To view the most impactful URLs you should implement, like the top 10 or top 20, you can click on the “Missed conversions” column label in the table. This will sort the URLs from the most to least impactful. We recommend first implementing the URLs that have the largest number of missed conversions.


Prioritize using filtering

To help you prioritize the most impactful web URLs that you should implement as deep links, you can use the following filters:

  • Missed conversions (by lower bound) will filter all the URLs that haven’t met a lower bound of missed conversions you could have earned.
  • Conversions (mobile) will filter all the URLs that don’t receive more than a certain amount of conversions you choose.

OS platform filtering

You can filter the data in the tool based on Android or iOS. This allows a better understanding of the missed deep links and opportunity for App Links and Universal Links.

Once filtered by platform, the data presented in the tool will change to reflect the specific platform chosen.


Changing the time range

The tool pulls all the web URLs from your active eligible web campaigns over a chosen period of time, and then checks whether those web URLs are implemented as App Links or Universal Links in your apps as of the previous day. You can change the range using the time picker located at the top of the tool:

  • The time period starts at a past date that you choose, but always ends at the previous day.
  • Any URL in an eligible web campaign that has generated traffic from a mobile device at the selected period of time will be validated.
  • The data presented in the tool will change to reflect the new time range that was chosen.

Download functionality

You can click on the “Download Report” button at the top of the tool to download or send a full report that contains all the information and missed URLs that are surfaced in the tool.


Related links

Was this helpful?

How can we improve it?
Search
Clear search
Close search
Google apps
Main menu