Unlocking Growth Gold: Web2App and UAC Combo
Marketing
Mediabuying
Dmitriy Zaytsev
Google Ads Specialist
On Google Ads, we are used to a good silo: web campaigns here, app campaigns there. But if you're still separating your mobile web and app strategies in 2025, you're probably losing conversions daily.
So, where does the real growth edge hide? It’s in the handoff—catching users on the web and converting them in the app, powered by smart automation from Universal App Campaigns (UAC).
Let’s break down why the Web2App + UAC combo is quietly becoming one of the most powerful strategies in performance marketing, and how you can make it work.
So, where does the real growth edge hide? It’s in the handoff—catching users on the web and converting them in the app, powered by smart automation from Universal App Campaigns (UAC).
Let’s break down why the Web2App + UAC combo is quietly becoming one of the most powerful strategies in performance marketing, and how you can make it work.
Why Web and App Shouldn’t Be Rivals
Here’s what the data tells us: users who start on the web and then install the app are 2.4x more likely to convert.
And that makes sense. People browse and research on the web. But at least 38% of them expect to be redirected to an app.
Thus, your website is your storefront, and your app is the lounge with fancy Herman Miller chairs.
And still, too many brands focus either on driving app installs blindly or capturing web leads without encouraging the shift to the app. The best practice now is to build CJMs that start on the web and finish in the app seamlessly.
Thus, your website is your storefront, and your app is the lounge with fancy Herman Miller chairs.
And still, too many brands focus either on driving app installs blindly or capturing web leads without encouraging the shift to the app. The best practice now is to build CJMs that start on the web and finish in the app seamlessly.
What Web2App Actually Means
First of all, this isn’t just about tossing an "Install the App" banner on your website. A proper Web2App strategy includes:
When done right, the app doesn't feel like an interruption. It feels like the next level.
- Smart triggers: Banners, modals, and CTAs that invite users to download when intent is high.
- Deferred deep linking: Landing users exactly where they left off (product, cart, or content) after they install.
- Value exchange: Offering loyalty points, faster checkouts, or exclusive access—reasons to move to the app.
When done right, the app doesn't feel like an interruption. It feels like the next level.
Where UAC Comes In
Google’s UACs are built to find high-value users across Search, YouTube, Display, and Google Play. But here’s the twist: UAC really shines when it knows who to target.
If you already have strong web traffic, you're sitting on a “diamond” mine of signals. Use them to inform your UAC campaigns, train the algorithm on what a “good” user looks like: not just someone who installs, but someone who subscribes, purchases, or sticks around.
Then, let UAC do what it's designed to do.
If you already have strong web traffic, you're sitting on a “diamond” mine of signals. Use them to inform your UAC campaigns, train the algorithm on what a “good” user looks like: not just someone who installs, but someone who subscribes, purchases, or sticks around.
Then, let UAC do what it's designed to do.
Real Results, Real Fast
Advertisers using a combined Web2App and UAC strategy report:
This isn’t theoretical. These are measurable gains that show up in your bottom line.
- Up to 2.3x increase in conversion rates.
- Lower acquisition costs (10% ROI increase).
- More engaged, high-LTV users who stick with the brand longer.
This isn’t theoretical. These are measurable gains that show up in your bottom line.
Don’t Forget the Measurement Piece
To make this work, you need clean, connected tracking. That means setting up:
- Firebase or GA4 to track user behavior across both web and app, or using 3rd party tools like AppsFlyer with its OneLink feature.
- Conversion modeling that reflects real business value (e.g., purchase, not just installs).
- Value-based bidding inside UAC to prioritize high-intent users.
When everything is talking to each other: your website, your app, and your ad platform, then the results compound.
Final Thoughts
The line between “web” users and “app” users is becoming more and more blurred. Don’t force your audience to pick a side. Instead, meet them wherever they are right now and direct them to where you want them to be.
While this approach takes time and effort to implement, thankfully, it's not impossible and the right tools are already at your fingertips.
And as always our Google Ads team at AdSkill can help you navigate the technical difficulties when setting up your Web2App or connect you with Google Managers directly to ensure rapid growth!