If you want your ads to send your existing app users to a specific page in your app, you’ll want to implement deep linking. Deep links provide a more seamless user experience between your ads and the most relevant in-app content, and may help increase conversions. Learn more About deep links.
On this page
- Optimizing conversions with deep links
- Create an effective deep linking strategy with App Connect
- Use deep linking tools
- Implement deferred deep linking
Optimizing conversions with deep links
Deep links that align well with creative assets, the bidding event, and the audience targeted, and that send people to the most relevant app pages to help them complete their desired actions, will drive the most conversions.
To avoid "Destination Mismatch" or "Destination not working" disapprovals, ensure that your Final URL matches the authentic domain reached after all redirects, and verify that your landing pages are accessible to Google AdsBot without server errors (like 404 or 500) or unauthorized 302 redirects. Avoid the use of third-party dynamic routing links as the Final URL.
Create an effective deep linking strategy with App Connect
You can set up deep linking and app conversion tracking using the App Connect interface in Google Ads. When you’ve completed set up for both, you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.
This improved experience allows your customers to more easily complete their intended action, whether purchasing, signing up, or adding items to their cart. Plus, from within the App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign. Learn more About App Connect.
To ensure accurate tracking and minimize reporting discrepancies, verify that your Google Analytics property is linked to both Firebase and Google Ads, and that desired events are marked as "Key Events". For iOS tracking, ensure the App Tracking Transparency (ATT) prompt is triggered before the first_open event.
To get started with App Connect, follow the steps below:
- Go to App advertising hub within the Tools menu.
- This will take you to the App Connect interface.
Learn more about how to Create an effective deep linking strategy when using App Connect.
Use deep linking tools
Google provides you with several tools to assist you with deep link implementation and validation:
- Deep link impact calculator: Helps identify web URLs that are good candidates for deep linking and estimates the potential conversion uplift from implementing them. If you find "verification required" or "low confidence" messages, you may need to submit a manual verification form in the Google Ads UI with your Account and App IDs. This process typically takes 10 to 15 days to complete. Learn more about How to use the Deep link impact calculator.
- Deep link validator: Allows you to check if your App Links (for your entire Android app) or Universal Links (for specific iOS URLs) are configured correctly. If validation fails, check for missing Digital Asset Links (assetlinks.json for Android) or AASA files (for iOS), and ensure these files are accessible to crawlers on your web server. Coordinate with developers to verify manifest files include "BROWSABLE" category attributes and avoid using unsupported third-party redirecting links. Learn more about How to use the Deep link validator and Tips to maximize conversions with the Deep link Impact Calculator.
Implement deferred deep linking
Deferred deep linking specifically targets new app users who haven’t installed your application yet. It ensures that they’re directed to the relevant in-app page after they complete the app installation. Learn more About deferred deep linking and how to Set up and edit ad group deferred deep linking.
Related links
- About deep links
- Deep link: Definition
- Create an App campaign for engagement
- Optimize performance with App Connect
- About App Connect
- Create an effective deep linking strategy when using App Connect
- About the Deep link impact calculator
- How to use the Deep link impact calculator
- About the Deep link validator
- How to use the Deep link validator
- Tips to maximize conversions with the Deep link Impact Calculator
- About deferred deep linking
- Set up and edit ad group deferred deep linking
