"Google Ads announced new features "aimed at bridging this gap" between your advertising across both your website and app. There are new unified workflows and reporting with in-product nudges, unified conversions, and a combined overview card. Plus a new way to measure app installs from web campaigns. You can now direct Google Ads campaigns (Search, Shopping, Performance Max, Demand Gen) to both your website and app, creating a consistent experience for customers."
""The new Web to App Acquisition measurement feature helps you understand exactly how your web campaigns, such as Search and Shopping, are driving new app installs and first in-app conversions. For the first time, you can now attribute these insights to your web campaigns, giving a more accurate view of your campaign performance." (3) Web to App Connect Expansion: The "Web to App Connect" feature now works with YouTube Ads, Hotel Ads, and Demand Gen campaigns (in addition to Performance Max, Search, Shopping)."
Google Ads introduces unified workflows and reporting to bridge advertising between websites and apps. New in-product nudges provide data-driven suggestions during campaign creation and conversion setup to optimize toward in-app events. The conversion setup page now automatically bundles app events with corresponding web events for unified conversions and a combined overview card displays side-by-side web and app performance on the Google Ads homepage. New measurement tools attribute app installs and first in-app conversions to web campaigns, enabling more precise optimization. Web to App Connect expands to YouTube Ads, Hotel Ads, and Demand Gen, allowing clicks to drive users directly into the app and boost conversions.
Read at Search Engine Roundtable
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