Google extends Web to App Connect to more campaign types

Google announced the expansion of its Web to App Connect feature across a wider range of campaign formats, including YouTube Ads, Hotel Ads, Performance Max, and Demand Gen, in addition to the existing support for Search and Shopping campaigns. The update, effective as of September 5, 2025, aims to simplify the management of cross-platform advertising by offering unified tracking and reporting between web and mobile app campaigns.

The expansion addresses a long-standing issue for advertisers who previously had to manage separate configurations for web and app conversions. A redesigned conversion setup page now bundles app and web events together, eliminating the need for fragmented workflows. Advertisers also gain access to a combined performance overview card on the Google Ads homepage, showing web and app results side by side.

A significant addition is the ability to track app installs generated from web campaigns directly within Google Ads reporting. This marks the first time that Search and Shopping campaigns can attribute app installations and initial in-app actions without requiring third-party attribution tools. The new Web to App Acquisition measurement feature provides insight into installs, engagement, and post-install conversions, creating a more complete view of the customer journey.

YouTube Ads represent one of the most impactful extensions of Web to App Connect. According to Google’s internal data, advertisers implementing deep linking through YouTube have seen conversion rates double compared to campaigns without the feature. The deep linking system works across both iOS and Android, directing users to specific app destinations when installed, or defaulting to mobile websites if the app is not present.

For campaign management, Google introduced in-product nudges to guide advertisers toward optimal configurations, particularly when setting up conversions tied to in-app events. The integration is also available for Performance Max campaigns, which already rely heavily on automation to allocate budgets and placements across Google’s properties, including Search, Display, YouTube, Gmail, and Maps.

From a technical standpoint, advertisers will need to configure deep links that connect ads with in-app destinations. The setup relies on URL parameters that detect device and app availability, ensuring a seamless user experience.

Industry observers note that the update reflects broader advertising trends, as platforms increasingly prioritize cross-device measurement in response to consumer behavior that spans multiple touchpoints. By consolidating data into unified reporting, advertisers can make more informed budget decisions and evaluate the effectiveness of web ads in driving long-term app engagement.

The rollout comes at a time of heightened regulatory focus on advertising technologies, particularly in Europe, where restrictions on measurement tools and privacy-related investigations could influence implementation in certain markets.

Google first introduced Web to App Connect in 2022 with limited functionality. The 2025 expansion broadens its scope, aligning with the company’s ongoing shift toward automated, cross-platform campaign management.