September 2025 – New Features to Connect Your Web and App Advertising in Google Ads

Granular analysis and first look

Running effective PPC campaigns across both your website and mobile app can be a challenge. But with Google’s latest update, advertisers now have new tools to streamline their strategy and improve performance. If you’re managing campaigns across multiple surfaces, like Search, Shopping, or Performance Max, this update matters, especially for those focused on app install growth or in-app conversions. At Granular, we help brands navigate these changes to get the most from their ad budgets.

What’s New: Google Simplifies Web-to-App Campaigns

1. Web to App Connect Expands to YouTube, Demand Gen & Hotel Ads

Advertisers can now link YouTube, Hotel, and Demand Gen ads directly to mobile apps, beyond just Search, Shopping, and Performance Max. This deep linking creates a seamless experience from ad click to in-app destination on both Android and iOS.

🔍 Impact: Google reports a 2x increase in conversions when advertisers implement Web to App Connect for YouTube Ads.

2. Smarter Workflows and Unified Reporting

New in-product nudges help advertisers set up and optimize app events during campaign creation. Key workflow enhancements include:

• Unified conversions: App and web events are auto-bundled, giving a fuller picture of performance.
• Combined performance card: A side-by-side view of web and app metrics now lives on the Google Ads homepage.
• Intelligent suggestions: Real-time prompts guide setup to capture in-app goals.
• ✅ Efficiency boost: Fewer manual steps, more data-driven decisions—all within the familiar Google Ads interface.

3. Track App Installs from Web Campaigns

For the first time, Google Ads allows attribution of app installs and first in-app actions directly to web campaigns like Search and Shopping. This bridges a major gap in understanding how web traffic contributes to app growth.

📈 Strategic value: Know exactly which channels and keywords are driving installs, not just clicks.

Key Takeaways

• Cross-channel consistency: Connect Search, Shopping, YouTube, PMax, and more to both web and app experiences.
• Improved tracking: Accurately measure installs and in-app activity from web ads.
• Simplified campaign setup: Google Ads now bundles relevant app and web events during conversion setup.
• Smarter reporting: A unified dashboard gives you quick access to full-funnel performance insights.
• Higher conversion potential: Deep linking from video and discovery formats boosts user engagement.

For brands investing in both web and mobile experiences, this update is a big win. It reduces the complexity of multichannel advertising and unlocks new ways to track and scale app growth. Whether you’re already driving installs or just beginning to explore app promotion, Google Ads’ unified workflows and expanded measurement tools can make a measurable difference.

Want expert help implementing these features? Connect with Granular to ensure your app and web strategy is fully optimized.