Google is rolling out new tools in Google Ads designed to unify web and app advertising, making it easier for marketers to deliver consistent customer journeys and measure performance across platforms.

What’s new

  • Web to App Connect expansion: You can now send YouTube, Hotel, and Demand Gen ad clicks directly to apps – extending the feature beyond Performance Max, Search, and Shopping campaigns. Google says brands using Web to App Connect on YouTube have seen 2x higher conversion rates.
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  • Unified workflows:
    • In-product nudges now help you optimize toward in-app events.
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  • Unified conversions bundle app and web events for easier setup.
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  • A new combined overview card shows side-by-side web and app performance directly on the Ads homepage.
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  • App install measurement from web campaigns: For the first time, Search and Shopping campaigns can be credited with driving new app installs and in-app conversions.
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Why we care. Managing campaigns across websites and apps has long been a pain point. Customers often bounce between platforms before converting, and disconnected reporting makes it difficult to see what’s working. These updates could help you tighten your funnel, reduce wasted spend, and create app-first strategies that unlock higher ROI.

The big picture. By connecting web and app activity inside Google Ads, you can:

  • Attract high-value customers: Push users into apps, where they’re more likely to engage and convert.
  • Streamline campaigns: Target and optimize across web + app without juggling separate workflows.
  • See the full funnel: Attribute installs and conversions to web campaigns for a more accurate performance picture.

What’s next. With unified reporting, it’ll be easier to spot which touchpoints drive the most value – but it may also expose underperforming spend. Expect brands to test more app-first journeys, especially in categories like retail, travel, and subscription services, where in-app conversions typically outperform the web.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.