The Deep Link Impact Calculator tool provides a list of all the missing web URLs that you should consider implementing as deep links (specifically App Links for Android and Universal Links for iOS) and the missed opportunity from not implementing those. Learn more About deep links.
Access the Deep Link Impact Calculator
- In your Google Ads account, click the Tools icon
.
- Click the Planning drop-down in the section menu.
- Click App advertising hub.
- Click on the Deep Link Impact Calculator tab.
.How to use the Deep Link Impact Calculator
Deep links provide tremendous value for you and your users. However, many apps either have a small number of deep links, or no deep links at all.
Use the Deep Link Impact Calculator tool to:
- Identify the URLs that you should implement as App Links (Android) and Universal Links (iOS) in your apps.
- Identify your current spend coverage on mobile traffic.
- Understand any missed opportunities and how many more conversions you may be able to get by implementing missing deep links.
- Download or send a report for easier documentation and sharing with relevant stakeholders in your organisation.
Understanding the missed opportunity
The missed opportunity card can show you how many conversions you could have earned if you implemented the missing deep links, for example any URLs that aren't implemented as App Links and Universal Links.
To make it easier to prioritise, the tool provides missed opportunities for the top 10, top 20 and all web URLs.
By implementing the top 10 URLs, for instance, you may have earned 2,000 – 3,000 more conversions and increased your deep link coverage by 12.5%.
How missed app conversions are calculated
Missed app conversions are calculated by taking into account several factors based on the operating system used in the campaign.
Android:
- Number of clicks from non-deep linked URLs
- Conversion rate improvements due to deep links
- Number of users who have the app installed
iOS:
- Number of clicks from non-deep linked URLs
- Conversion rate improvements due to deep links
- App install modelled data
What is app install modelled data?
Modelling is a way to estimate data that can’t be observed directly due to Apple's App Tracking Transparency (ATT) policy, user privacy or technical limitations. In this case, modelled data is an estimate of the number of users who click on an ad who also have the iOS app installed.
Web to App Connect
You can set up deep linking and app conversion tracking using the Web to App Connect interface in Google Ads. Once you’ve completed set up for both, you can provide a seamless web-to-app experience for your customers and drive on average two 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 Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.
To get started with Web to App Connect, follow the three steps below:
- In your Google Ads account, click the Tools icon
.
- Click the Planning drop-down in the section menu.
- Click App advertising hub. This will take you to the Web to App Connect interface.
Learn more about converting better with the Web to App Connect interface.
Spend coverage on mobile traffic
In this card you can learn your current spend on mobile traffic for your web campaigns.
For example, 29.4% coverage means that 29.4% of your current mobile spend is flowing through deep links and into your apps, while the rest of the traffic is directed to the mobile web even for users who may have your app installed.
The higher the coverage, the larger the number of users who are directed to your mobile app, which provides much better user experience and ROI compared to the mobile website.
Missing deep links details
Any missing deep links will be included in a table below the report summary. It will also include any web URLs that you should implement as deep links in your app, as well as all the valid links that you have in your app.
Android non-deep linked URLs tab
In this table, you’ll find all the URLs that you should implement as App Links in your Android apps. For each URL, you can see the number of mobile clicks, mobile cost and conversions attributed to this URL and, most importantly, the conversions that you could have earned (missed conversions) by implementing this URL as an App Link.
Missed app conversions for Android are calculated by taking into account the number of clicks coming from non-deep linked URLs in ad campaigns, the number of people who have the app installed and conversion rate improvements due to deep links.
You can also validate URLs using the 'Check in Deep Link Validator' link.
iOS non-deep linked URLs tab
In this table, you’ll find all the URLs that you should implement as Universal Links in your iOS apps. For each URL, you can see the number of mobile clicks, mobile cost and conversions attributed to this URL and, most importantly, the conversions you could've earned (missed conversions) by implementing this URL as a Universal Link.
Missed app conversions for iOS are calculated by taking into account the number of clicks coming from non-deep linked URLs in ad campaigns, conversion rate improvements due to deep links and modelled install data.
Fully deep linked URLs tab
In this table, you’ll find all the URLs that are already implemented as deep links in your apps. For each URL, you can see the number of mobile clicks, mobile cost and mobile conversions attributed to this URL.
Prioritise the most impactful URLs
To view the most impactful URLs that you should implement, like the top 10 or top 20, you can click on the 'Missed conversions' column label in the table. This will sort the URLs from the most to least impactful. We recommend first implementing the URLs that have the largest number of missed conversions.
Prioritise using filtering
To help you prioritise the most impactful web URLs that you should implement as deep links, you can use the following filters:
- Missed conversions (by lower bound) will filter all the URLs that haven’t met a lower bound of missed conversions that you could have earned.
- Conversions (mobile) will filter all the URLs that don’t receive more than a certain amount of conversions that you choose.
OS platform filtering
You can filter the data in the tool based on Android or iOS. This allows a better understanding of the missed deep links and opportunity for App Links and Universal Links.
Once filtered by platform, the data presented in the tool will change to reflect the specific platform chosen.
Changing the time range
The tool pulls all the web URLs from your active eligible web campaigns over a chosen period of time, and then checks whether those web URLs are implemented as App Links or Universal Links in your apps as of the previous day. You can change the range using the time picker located at the top of the tool:
- The time period starts at a past date that you choose, but always ends at the previous day.
- Any URL in an eligible web campaign that has generated traffic from a mobile device at the selected period of time will be validated.
- The data presented in the tool will change to reflect the new time range that was chosen.
Download functionality
You can click on the 'Download report' button at the top of the tool to download or send a full report that contains all the information and missed URLs that are surfaced in the tool.
