Web to App Connect. How do you integrate app and website marketing?

What is Web to App Connect?

Web to App Connect is a solution that redirects traffic directly to the corresponding mobile app screen With it, users who have the mobile app installed will go directly to the app instead of to the website. This process is done using so-called precise links (deeplink) configured separately for iOS and Android devices. Web to app connect is the future of marketing, which integrates web and mobile environments and is used by major players like Allegro, Temu and Shein.

Example of how Web to App Connect works

Imagine you’re searching Google for „snow shovels,” so you type in that exact phrase. In the results, you see individual products from a Google Shopping campaign. You choose one of them tempted by a good photo, reviews and a well-known brand. It turns out to be an offer published on Allegro. Now, when you click on the ad, you are automatically redirected to a tab with this offer, but… not on the website, but on the mobile app! Of course, this assumes that you have the Allegro app installed on your phone. 

Benefits of precise links

• Full integration of the site with the app increases loyalty, and the apps themselves offer greater user experience, speed and convenience of self-pay
• Instead of a mobile site, you always use the relevant app screen, except when the target user does not yet have a mobile app installed. According to Google data, you will get up to two times higher conversion rate comparing to mobile pages
• Security Deeplinks do not allow other applications to use the link, so you cannot impersonate or use phishing techniques here
• With precise links, app marketing is integrated with website marketing to form a single, consistent element

How to create precise links?

To create precision links you must have a mobile app that offers the same functionality as a mobile site Additionally, the implementation requires developer work and does not work automatically. In the case of Android you will use so-called app links, and in the case of iOS you will use universal links. On the website, you need to implement the JSON file of the Digital Asset Links protocol.

NOTE! Even after implementing the above solution, the link structure does not change. The only thing that changes is that the protocol detects whether the target user has a mobile app installed and redirects them to the appropriate place. You can use this in both search, display and Performance Max campaigns.

Deeplinks can also be used in mobile app engagement-building campaigns At the stage of setting them up, Google Ads will tell you what deeplinks it has detected and whether you can use them in your campaigns.

Center for app ads in Google Ads

The App Ads Center allows you to verify the implementation of precision links and their use in campaigns To get there you need to log in to Google Ads and then:

1. Click Tools
2. Then Scheduling
3. And go to Application Advertising Center

Remember that Google does not accept other forms of redirection from web traffic to apps. So you can’t use third-party configurations. 

Links apps for Android

App links for Android use the same destination addresses as your website, e.g. sklep-internetowy.pl/product123. They simply direct users to the corresponding mobile app screen. You can use them in any type of campaign, such as search network, ad network, Performance Max, app advertising or dynamic remarketing.

Universal Links for iOS

Universal links for iOS redirect the user to exactly the content in the mobile app that they expected if they went to a website. However, the way they are implemented differs for Apple. You can still use them in the same types of campaigns as iOS.

Custom deeplinks schemas

An alternative implementation option is Custom Schemas You can create custom URIs that will take the user to a specific screen of the application. However, you can only use these schemas in your app remarketing campaigns!

Data effectiveness web to app connect

After setting up conversion tracking in web to app connect, you will get access to additional data and metrics for app marketing. These metrics include:

• In-app conversion rate, which shows what percentage of clicks end up in a key conversion, as determined by you at the configuration stage
• Site Conversion Rate, which reports the conversion rate to clicks from web traffic
• Lost conversions for deeplinks is one of the most relevant metrics that shows how many additional conversions you can gain by implementing more precision links (this uses data for addresses that are not yet configured as deeplinks)
• Precision link reach, which shows the percentage of account spend involving redirects via precision links – the higher the better for your business

Do deeplinks affect SEO?

Deep links (deeplinks) are not considered in determining organic results and do not affect visibility and PageRank.

Precision Links Impact Calculator

Google Ads provides a precision link calculator. This tool called Deep Link Impact Calculator provides a list of missing URLs that could be implemented as deep links. According to Google, these lists include priority addresses, i.e. those that will have the greatest impact on the results obtained.

Web to app campaigns in e-commerce

Web to app connect campaigns are ideal for e-commerce because they allow you to integrate your products with Google Merchant Center and use Performance Max. In this way, you can reach users searching for products from your offerings, watching YouTube Shorts, YouTube In-feed and or browsing mobile pages within the Google Display Network. According to Google’s internal data, advertisers who add product sources (product feed) to their app campaigns, reach 14% more e-commerce app installs

Summary of web to app connect

Web to App Connect can give you a competitive advantage by leveraging the campaign environment previously designed for websites, e.g., search network, display and Performance Max campaigns. If your business combines an app and a website, then you should implement this solution as soon as possible to increase your return on investment.