When you use Web to App Connect, clicks from your Search, Shopping, Performance Max and DemandGen campaign ads can go directly to the most relevant pages within your app, helping you boost engagement and increase conversion rates.
The Web to App Connect Overview card provides a centralized view of how your web and app campaigns compare.
Learn more About Web to App Connect as well as how to Use the Overview page.
On this page
Requirements to view the card
The Web to App Connect card will appear on your Overview page card only if you have:
- Both a website and an app associated with your Google Ads account
- At least one active or paused web campaign, such as Search, Shopping, Performance Max, Display campaigns.
Excluded campaign types:- Video campaigns, which rely on Enhanced Video Conversions (EVCs) that aren’t compatible with W2AC reporting based on click destinations.
- Meaningful in app activity: In the past 28 days, your account must have recorded:
- At least one app deep link click, or
- At least one in app conversion (regardless of bidding strategy).
These requirements ensure that the card appears only when your web to app journey is active and measurable.
Web to App Connect Overview card features
The card features two main tabs that update based on the date range selected for your Overview page:
Performance Overview tab
Compare how ad clicks that land in your app perform versus those that land on your website. This helps you identify whether it is worthwhile to send users to your app.
- Key metrics displayed for both app and web destinations include cost, conversion rate, and cost per conversion.
- You can also view the performance trend for each metric compared to the previous period, helping you track progress over time based on your selected date range (like last 7 days against prior 7 days).
Campaign Highlights tab
This tab highlights your web campaigns ranked by in-app conversion change as well as change in cost.
- Listed with each specific campaign name
- View change in-app conversion volume
- View change in cost
- Quickly spot which campaigns are gaining momentum or losing it.
- Identify which campaigns may contribute most to your web to app success.
Take action on your insights
If you identify opportunities to drive greater conversions using in-app conversion actions and Web to App Connect, follow the below steps to get started with Web to App Connect.
- In your Google Ads account, select the Tools icon
.
- Select the Planning drop down in the section menu.
- Select App advertising hub.
This will take you to the Web to App Connect interface, which is the first tab in the App advertising hub.
