1、The web-to-app journey handbookAn essential guide for mobile advertisersPLAYBOOK2The web-to-app journey handbookContentsWhat is web-to-app?.3How customers connect across platforms.5Tackling the challenges of web-to-app.7Strategies and tactics for web-to-app success.8Method 1.Web to App Install(power

2、ed by Adjust solutions).9Step 1:Setting up Google Ads.10Step 2:Configure and implement CTAs and links.12Adjust solutions.13Smart Banners.14Smart Scripts.15Step 3:Map UTM campaign parameters.16Step 4:Attribution,measurement,and reporting.19Method 2.Google Web to App Connect(for re-engagement).201.Set

3、 up App Conversion Tracking:.212.Enable bidding on Adjust App Conversions in Google Ads.223.Deep Link your users to the right in-app content.23Web-to-app in action.26Winning results with Google:OTTO&G-Star Raw.27Adjust case-study:Ubie.28Success starts with Google Ads and Adjust.293The web-to-app jou

4、rney handbookWeb-to-app refers to the process of moving users from a mobile website or web environment into a brands mobile app.This journey is typically initiated through links,banners,or prompts that encourage users to continue their experience within the app,rather than the browser/mobile web(mWe

5、b).For businesses,web-to-app journeys offer a strategic opportunity to drive higher engagement,retention,and conversion rates.Mobile apps typically provide richer features,more personalized experiences,and better performance than mobile websites.According to a report by Criteo,users view 4.2x more p

6、roducts in apps than on mobile sites and conversion rates are 3x higher,with retail apps converting up to 94%higher.Findings from Google and Kantars Consumer Shopper Journey study also found that among retail shoppers who shop omnichannel and purchase in-store,more than half of those went online whi