About Web to App Acquisition Measurement

Web to App Acquisition Measurement helps you understand the impact of your web campaigns on app installs. You’ll uncover the number of people who interact with your web ads and then install your app.

This article explains Web to App Acquisition Measurement, the benefits of using it, how it works, and other relevant details that you’ll find helpful.

Benefits

Improved visibility: With Web to App Acquisition Measurement, you can view how many indirect installs are driven by your web campaigns.
Accurate attribution: App installs that are accurately attributed can help you understand the true value of your web campaigns, providing valuable insights for optimizing your campaigns.
Comprehensive reporting: You can get reporting of install metrics for web campaigns across Google Ads and App Attribution Partners (AAPs).

How it works

Web to App Acquisition Measurement provides web-to-app install signals to Google Ads and AAPs, giving you insight into the number of indirect installs that are driven by your web campaigns.

To use Web to App Acquisition Measurement, you need to meet the following requirements:

For indirect install reporting:
- Import your app's first open events for both Android and iOS to the Google Ads account housing your web campaigns
For web to app first conversion event reporting:
- Import your app's first open events and in-app actions, for both Android and iOS, to the Google Ads account housing your web campaigns
- Bid to at least one in-app event, marking the event as primary action

You can track app conversion events such as first opens and in-app actions by importing events from Firebase, third-party app analytics providers, and Google Play.

Availability

Web to App Acquisition Measurement is available to the following:

Campaign types: Search, Performance Max, Shopping, and Hotel campaigns
Inventories: Search, Shopping, Travel, Discover, and AdMob (partial coverage)
Operating system: Android, iOS (ATT consented)

Note: The Web to App Acquisition Measurement feature isn’t available for accounts with web campaigns that direct users to an app store such as the Apple App Store or Google Play Store.

Reporting

Indirect Install reporting in Google Ads

Gain insights into the number of indirect installs that are driven by your web campaigns through the "All conv." column in Google Ads reporting. You can review the report by following these steps:

Modify columns

Go to Campaigns within the Campaigns menu.
Click the Columns icon above the statistics table and select Modify columns in the drop-down menu.
Select the Conversions drop-down and then check the box next to “All conv.”.
Select Apply.

Learn more about how to Add or remove columns in your statistics table.

Use segments

Above the statistics table, click the Segment icon .
In the “Segment” drop-down menu, hover over Conversions, and then select Conversion action.

Learn more about how to Use segments in your tables.

View installs

In the statistics table, check the number of conversions attributed to your app's first open conversion action in the “All conv.” column.

Indirect install reporting in App Attribution Partners

Web to App Acquisition Measurement enables the reporting of indirect install metrics for web campaigns across App Attribution Partners (AAPs). Contact your AAP representative for details.

Note: Indirect install metrics in AAP platforms are simply called “installs”.

Web to App first conversion event reporting in Google Ads

The “Web to app first conv.” column represents the first in-app conversion action that a customer makes after installing your app from a web browsing experience. You can access the column by following these steps:

Go to Campaigns within the Campaigns menu.
Above the statistics table, select the Columns icon and then select Modify columns in the drop-down menu.
Select the Conversions drop-down and then check the box next to “Web to app first conv.”.
- Note: This column is unchecked by default.
Select Apply. The “Web to app first conv.” column will then appear in your statistics table.

Note: Web to App first conversion events will not be incremented for subsequent completion of in-app events.

FAQs

Why am I seeing increased installs attributed to my web campaigns in my AAP?

Google has started claiming and reporting app first opens driven by Search and Shopping inventories within Search, Performance Max, and Shopping campaigns. This change allows us to more comprehensively and fairly reflect the value that advertisers garner from their web campaigns. You can see how many app first opens were driven by these campaigns by segmenting the “All Conversions” column by conversion action.

Does Web to App Acquisition Measurement result in double reporting installs to both App campaigns for installs and web campaigns?

No, there will be no double reporting as a conversion will be only attributed to one campaign. This logic also extends to AAP reporting.

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