What is web-to-app?
Web-to-app refers to the process of guiding users from a mobile website or web environment into your mobile app. This journey typically happens through links, banners, or prompts that encourage users to continue their experience within the native app rather than the mobile browser.
Web to app strategy bridges web and app experiences through server-to-server tracking and cookieless measurement, allowing businesses to leverage the broader reach of web campaigns while using first-party data and the higher engagement rates that mobile apps provide.
Key benefits of web-to-app journeys
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Higher Conversion Rates: Apps convert 3x higher than mobile sites, with retail apps showing up to 94% better conversion rates
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Improved User Experience: Native apps offer richer features, better performance, and more personalized experiences than mobile websites
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Enhanced Attribution: Server-to-server tracking maintains accurate measurement even with privacy restrictions and ad blockers
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Cost-Effective Acquisition: Web campaigns provide broader reach and lower costs compared to direct app install campaigns
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Seamless Transition: Deep linking technology ensures users land on relevant in-app content matching their web journey
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Better ROI: Companies report 2.8x higher conversion rates when ad clicks lead directly to app content versus mobile sites
FAQ: Web-to-App
What is web-to-app tracking?
Web-to-app tracking measures the journey when users click a web ad, visit a mobile website, then either install or open your app. It captures the complete user path from initial web touchpoint through app conversion, providing full attribution visibility.
How does web-to-app work?
Users click on a web campaign, land on your mobile site, then see prompts (smart banners or buttons) to download or open your app. Deep linking ensures they reach the exact in-app content relevant to their initial interest, creating a frictionless experience.
When should I use web-to-app strategies?
Use web-to-app when you have both mobile web and app presence, want to leverage cheaper web traffic for app growth, need to improve cross-platform attribution, or when your audience discovers you through web search but converts better in-app.