Google expands Web to App Connect across YouTube, Performance Max campaigns

Google announced on September 5, 2025, a significant expansion of its Web to App Connect functionality across multiple campaign types, introducing unified workflows for managing cross-platform conversions and enabling app install tracking from web campaigns. According to the announcement posted on the Google Ads Help Center, "Web to App Connect is expanding! You can now drive clicks directly to your app from YouTube Ads, Hotel Ads, and Demand Gen campaigns in addition to Performance Max, Search, and Shopping campaigns."

The update addresses long-standing challenges advertisers face when managing campaigns across web and mobile app platforms. Previously limited to Search and Shopping campaigns, Web to App Connect now supports YouTube Ads, Hotel Ads, Performance Max, and Demand Gen campaigns, expanding deep linking capabilities to additional Google advertising channels.

Steven Li, Global Product Lead for Web and App at Google, stated in the announcement that "managing your advertising across both your website and app can be complicated. Delivering a consistent, unified experience for your customers is essential, which is why we're excited to announce new Google Ads features aimed at bridging this gap."

Enhanced campaign workflows streamline cross-platform management

The expansion introduces unified workflows designed to simplify campaign management across web and app touchpoints. According to the documentation, the new experience includes in-product nudges that "get helpful, data-driven suggestions when building new campaigns or setting up new conversions to ensure they are being optimized towards in-app events."

The updated conversion setup page automatically bundles app events with corresponding web events, eliminating the need for advertisers to switch between different configuration flows. This unified approach addresses fragmentation that previously required separate management of web and app conversion tracking within Google Ads campaigns.

A combined overview card on the Google Ads homepage now displays side-by-side performance metrics for web and app campaigns. The interface consolidation enables advertisers to evaluate cross-platform performance without navigating between different reporting sections.

YouTube campaigns achieve 2x conversion rate increase with deep linking

YouTube Ads represent the most significant addition to Web to App Connect functionality. According to Google's internal data from April 2025, "advertisers can see a 2x increase in overall conversion rates when implementing Web to App Connect for YouTube," demonstrating measurable performance improvements when directing users from video content to mobile applications.

The deep linking experience operates across both iOS and Android devices, enabling seamless transitions from YouTube ad interactions to specific app destinations. This capability addresses the challenge of maintaining user engagement when transitioning between YouTube viewing and mobile app experiences.

Performance Max campaigns, which utilize machine learning to display advertisements across Google Search, Display, YouTube, Gmail, and Maps, benefit from the expanded Web to App Connect functionality through enhanced automation capabilities. The integration aligns with Google's broader strategy of unifying automated campaign management across multiple advertising channels.

Web campaigns now track app installs with native measurement

The Web to App Acquisition measurement feature enables tracking of app installs generated by web campaigns for the first time within Google Ads reporting. According to the announcement, "you can now track how many app installs your web campaigns are driving — directly within your Google Ads campaign reports."

This capability addresses attribution challenges that previously required external tools or complicated attribution modeling. The native measurement provides real install counts, app engagement metrics, and post-install actions, creating comprehensive funnel reporting from impression through installation to purchase.

Search and Shopping campaigns can now attribute app installs and first in-app conversions directly within campaign reporting interfaces. The measurement system tracks the complete user journey from web ad interaction through app installation and subsequent in-app behaviors.

The attribution methodology utilizes enhanced measurement techniques that connect web campaign interactions with mobile app installations across different devices and platforms. This cross-device tracking capability addresses the modern consumer behavior of researching on web platforms before installing and engaging with mobile applications.

Marketing community response reflects broader automation trends

The Web to App Connect expansion continues Google's strategy of consolidating campaign management within automated systems. Recent analysis from PPC Land indicates that Google has been systematically moving advertisers toward automated campaign types, with Performance Max campaigns positioned as replacements for traditional Display advertising.

The timing coincides with ongoing developments in Google's automation capabilities. Google Ads Editor 2.10, released on July 8, 2025, introduced AI Max features for Search campaigns, while API version 21 expanded automated optimization tools across multiple campaign formats.

However, early testing of Google's AI Max features reveals mixed results, with advertising professionals reporting conversion challenges despite increased impression volumes. The Web to App Connect update addresses similar transparency concerns by providing detailed measurement capabilities for cross-platform campaigns.

The announcement builds upon Google's established Web to App Connect framework that initially launched in 2022 with capabilities for identifying missing deep links and estimating revenue generated from web campaigns directing users to mobile applications.

Technical implementation requires deep link configuration

Advertisers implementing Web to App Connect must configure deep links that direct mobile users from web advertisements to specific app destinations rather than mobile websites. The deep linking configuration requires coordination between advertising teams and app development teams to ensure proper implementation.

The system operates through URL parameters that detect user device capabilities and redirect mobile users to appropriate app destinations when applications are installed. For users without app installations, the system maintains standard web destination routing while tracking potential app conversion opportunities.

Campaign optimization benefits from the unified data collection that combines web and app performance metrics within single reporting interfaces. This consolidated reporting enables budget allocation decisions based on comprehensive cross-platform performance rather than siloed web or app metrics.

The measurement enhancement addresses challenges marketing teams face when evaluating campaign performance across multiple touchpoints. Traditional attribution models often undervalued web campaigns that influenced app installations and subsequent in-app conversions due to limited cross-platform tracking capabilities.

Compliance considerations affect European implementations

The announcement coincides with increased regulatory scrutiny of advertising technology platforms in European markets. Google recently faced a €325 million fine from French regulators for Gmail advertising and cookie violations, highlighting ongoing compliance challenges for cross-platform advertising systems.

Privacy-related litigation continues to impact Google's advertising operations, with a $425.7 million verdict addressing Firebase SDK data collection practices. The Web to App Connect expansion utilizes similar cross-platform tracking technologies that may face additional regulatory examination.

Google's requirement for conversion environment parameters in offline conversion uploads reflects increased emphasis on attribution accuracy across web and app environments. The April 30, 2025 deadline for implementing these parameters aligns with the broader Web to App Connect expansion strategy.

The regulatory environment affects implementation timelines and feature availability across different geographic markets. European Economic Area restrictions on measurement capabilities may limit Web to App Connect functionality in specific regions, similar to constraints affecting other Google advertising measurement tools.

Industry implications extend beyond Google's platform

The Web to App Connect expansion reflects broader industry trends toward cross-platform campaign management as consumer behavior increasingly spans multiple devices and platforms. Competing advertising platforms face pressure to develop similar unified measurement and management capabilities.

The integration addresses fragmentation challenges that have characterized digital advertising as mobile app usage has grown alongside traditional web browsing. Marketing teams managing campaigns across both web and app channels have long requested unified reporting and optimization tools.

Budget allocation becomes more sophisticated when advertisers can measure complete conversion paths from web advertising to app engagement. This comprehensive attribution enables performance-based budget optimization that accounts for the full customer journey rather than channel-specific metrics.

The announcement positions Google Ads as a more comprehensive platform for advertisers with both web and mobile app presences. This competitive positioning addresses similar offerings from other advertising platforms that have emphasized cross-platform measurement and management capabilities.

Timeline

• June 2022 - Google introduces original Web to App Connect tool for Search and Shopping campaigns
• February 6, 2025 - Google announces conversion environment parameter requirements for cross-platform attribution
• May 6, 2025 - Google announces AI Max for Search campaigns with automated optimization features
• July 8, 2025 - Google Ads Editor 2.10 releases with AI Max toggle functionality
• July 14, 2025 - Google completes Performance Max brand guidelines rollout for all UI campaigns
• August 6, 2025 - Google Ads API v21 launches with AI Max and transparency tools
• August 14, 2025 - Google launches enhanced measurement tools for iOS app campaigns
• September 5, 2025 - Google expands Web to App Connect to YouTube, Hotel, Performance Max, and Demand Gen campaigns

Summary

Who: Google announced the Web to App Connect expansion for advertisers using YouTube Ads, Hotel Ads, Performance Max, and Demand Gen campaigns, with Steven Li serving as Global Product Lead for Web and App.

What: Google expanded Web to App Connect functionality to additional campaign types, introduced unified workflows for cross-platform conversion management, and enabled native app install tracking from web campaigns with 2x conversion rate improvements for YouTube implementations.

When: The announcement was made on September 5, 2025, with immediate availability for supported campaign types and ongoing rollout of unified measurement capabilities.

Where: The update applies globally across Google Ads platform for campaigns targeting both web and mobile app destinations, with potential regional restrictions in European Economic Area markets due to regulatory compliance requirements.

Why: Google addressed advertiser demands for simplified cross-platform campaign management, unified conversion tracking, and comprehensive attribution measurement as consumer behavior increasingly spans web and mobile app touchpoints across multiple devices.