Adjust and Google Ads release web-to-app marketing handbook

Comprehensive guide reveals strategies to convert mobile web visitors into app users, featuring real-world case studies and performance metrics.Adjust and Google Ads launched "The web-to-app journey handbook" on September 17, 2025, according to an email announcement. The comprehensive 30-page playbook addresses the critical challenge of converting mobile web visitors into mobile app users—a priority for marketers as customer journeys become increasingly multi-channel.

This collaboration between the measurement and mobile marketing company Adjust and Google Ads comes at a time when traditional app acquisition methods face mounting costs and attribution challenges. The handbook introduces two primary methodologies: Web to App Install, powered by Adjust solutions, and Web to App Connect, designed for re-engaging existing app users.

According to the handbook, users view 4.2 times more products in mobile apps compared to mobile websites, with conversion rates three times higher. "Retail apps converting up to 94% higher," according to findings from Criteo research cited in the document. These statistics underscore the business case for effective web-to-app transitions.

The technical implementation centers on Smart Banners and Smart Scripts developed by Adjust. Smart Banners appear on mobile websites as call-to-action prompts, while Smart Scripts capture key user data when someone clicks to download an app. These tools ensure accurate attribution from the original web source to app installations and subsequent in-app events.

A crucial component involves UTM parameter mapping between Google Ads campaigns and Adjust attribution systems. The handbook details how to configure tracking templates that preserve campaign context throughout the web-to-app journey. When a user clicks a Google ad and arrives on a mobile website, parameters like campaign ID, ad group, and creative information transfer seamlessly to Adjust links.

"For example, utm_campaign is present, its value will be mapped onto the Adjust campaign parameter," the handbook explains. This mapping prevents attribution loss when users transition from web to app environments.

Google's Web to App Connect focuses on existing app users, delivering what the company calls "2.8x higher conversion rate for clicks that land on your app versus your mobile website," according to internal Google data from 2025. The solution works across Search, Display, Shopping, Performance Max, Demand Gen, Hotel, YouTube, and Discovery campaigns.

Case studies demonstrate measurable results. German retailer OTTO achieved "16x boost in incremental ROAS from web campaigns with Google," while Dutch retailer G-Star Raw saw "405% increase in Performance Max results and a 2.6% rise in traffic coming from app working with Google web and app," according to the handbook.

The technical setup requires three components that Google terms "Track, Bid, Link." App conversion tracking enables measurement of in-app events. Bidding optimization uses this data to improve campaign performance. Deep linking ensures users land on relevant in-app content.

An important development mentioned in the handbook concerns Google's upcoming Web to App Acquisition product. "Google is preparing to launch a new product, Web to App Acquisition, which will enable Google Ads to claim installs for user acquisitions from the Web to App flow via SAN integration," the document states. This product will automatically integrate with Adjust's Smart Banners once launched.

Deep linking capabilities extend beyond basic app opens to specific content pages. The handbook illustrates how users can move from a web page displaying blue shoes directly to the same product page within the mobile app. This contextual continuity addresses friction points that typically cause user drop-off during platform transitions.

Adjust's data from Q2 2025 reveals significant vertical distribution in web-to-app attributions. Shopping represented 52% of attributions, followed by travel at 16.7% and social at 14%. Platform distribution showed iOS accounting for 58% of web-to-app attributions, with Android representing 42%.

For PPC Land readers, this development represents a fundamental shift in how digital advertising measurement works across platforms. The traditional separation between web and app campaigns dissolves into unified attribution models that track complete customer journeys.

The measurement challenges addressed by this collaboration stem from privacy-focused changes across mobile platforms. iOS App Tracking Transparency and similar restrictions have complicated traditional attribution methods. Web-to-app strategies provide alternative measurement approaches that maintain accuracy while respecting user privacy preferences.

Budget allocation decisions benefit from unified reporting that combines web and app performance metrics. Campaign managers can evaluate complete conversion paths rather than isolated channel performance. This comprehensive attribution enables performance-based optimization across the entire marketing funnel.

Implementation complexity varies based on existing technical infrastructure. Organizations with established app attribution through Adjust can integrate web-to-app tracking relatively quickly. Those starting from scratch face more extensive setup requirements including SDK integration, parameter mapping configuration, and testing protocols.

The handbook includes a four-step checklist for optimization: set up tracking with App Attribution Partners, import app conversions to enable gBraid tracking, activate Smart Bidding with primary conversion events, and configure deep linking through Universal Links and App Links.

Device capability detection plays a crucial role in the user experience. The system automatically determines whether users have apps installed, directing them appropriately without manual intervention. Users without app installations continue to standard web destinations while the system tracks potential conversion opportunities.

Technical considerations include auto-tagging requirements for Google Ads accounts and proper conversion settings configuration. iOS conversions specifically need to count every conversion to track gBraid parameters effectively. The system also requires session_start event imports to enable deep-link reporting within Ad Destination tools.

The competitive landscape shows similar offerings from other advertising platforms emphasizing cross-platform measurement capabilities. This Google-Adjust collaboration positions both companies to address growing advertiser demand for unified campaign management and attribution measurement.

Regional restrictions apply to certain features, particularly in European Economic Area markets where regulatory compliance affects on-device measurement capabilities. The handbook notes these limitations while indicating ongoing development to address regulatory requirements.

Future developments suggested by the handbook include expanded campaign type support and enhanced measurement capabilities. The September 5, 2025 announcement of Web to App Connect expansion to YouTube, Performance Max, and other campaign types demonstrates continued platform investment in cross-platform advertising solutions.

Performance optimization relies on machine learning systems that combine web and app conversion data for improved bidding accuracy. These algorithms identify users most likely to complete valuable actions across platforms, enabling more efficient budget allocation and audience targeting.

The handbook represents a strategic response to fundamental changes in digital advertising attribution. As consumer behavior increasingly spans multiple devices and platforms, measurement systems must adapt to provide comprehensive campaign insights rather than fragmented channel-specific metrics.

Timeline

• June 11, 2025: Apple expands AdAttributionKit with new tracking features for mobile ads
• August 14, 2025: Google announces three iOS app campaign updates including Target ROAS bidding
• September 5, 2025: Google expands Web to App Connect across YouTube, Performance Max campaigns
• September 17, 2025: Adjust and Google Ads release "The web-to-app journey handbook"
• February 18, 2024: Amazon DSP Events Manager expands with MMP integrations including Adjust
• June 3, 2022: Google Ads introduces Web to App Connect tool with deep linking capabilities

Summary

Who: Adjust (AppLovin company) and Google Ads collaboration targeting mobile app marketers and advertising professionals managing cross-platform campaigns.

What: Release of a comprehensive 30-page handbook detailing strategies for converting mobile web visitors into app users through Web to App Install and Web to App Connect methodologies, featuring Smart Banners, Smart Scripts, and unified attribution measurement.

When: Announced September 17, 2025, via email to marketing professionals, with immediate availability of the playbook and ongoing feature rollouts.

Where: Global implementation across Google Ads platform and Adjust measurement systems, with some regional restrictions in European Economic Area markets due to regulatory compliance requirements.

Why: Rising app acquisition costs, attribution challenges from privacy changes, and increasing multi-channel customer journeys necessitate unified measurement approaches that track complete web-to-app conversion paths rather than siloed channel performance.