Does your business have an app to promote?
If not yet, the answer may soon be “yes”. Current statistics indicate that in 2022, 48% of small businesses have mobile apps to connect with their customers (that’s in addition to major brands, most of whom made the investment years ago). What’s more, 27% of those businesses that don’t currently have an app report planning to launch one soon in order to stay competitive and boost their future business growth.
As advertisers make greater investments in apps, Google Ads is now developing new tools to help your business ensure the app’s privacy, measure its effectiveness, and maximize its potential to increase your sales.
Here are 3 solutions for apps that Google Ads is currently rolling out and/or upgrading:
1. Web to App Connect for Cross-Platform Conversion Tracking
Studies show customers prefer apps to mobile websites due to the speed, additional features, special offers, and overall user experience. However, most customers on mobile devices will switch multiple times between the web and apps before making a purchase, and you want to be able to track and measure their experience.
In order to help your business with cross-platform conversion tracking, Google is now alpha testing Web to App Connect, a step-by-step guide to set-up and navigate conversions across mobile. A key component to this process is deep linking, which will send mobile device users directly to your app rather than your website. This creates a smoother, quicker process for your customer to complete their purchase on your app – in fact, Google reports that advertisers who utilize deep linking are doubling their conversions.
Google plans to launch beta testing of Web to App Connect in early 2023 – if you’re interested in potentially taking part, you can currently sign up with them to learn more.
2. Google Analytics for Firebase for Performance and Privacy 
If you want long-term success, you want to be able to effectively measure user engagement with your app as well as track the reach and performance of your app ad campaigns while still maintaining user privacy. To make this happen, Google has created Google Analytics for Firebase, which gives you free unlimited, privacy-centered reporting for apps.
With this tool, you can access information about in-app purchases, deep linking performance, crash data and more so that you can optimize your marketing efforts. You can even define and segment different audiences for A/B tests and Google Ads remarketing. There are also exclusive features available, such as tROAS (target return on ad spend) bidding and advanced audience management.
In addition, Google plans to roll out new benefits for Google Analytics for Firebase over the next few months. These include expansion to connected TV, more audience lists, and the ability to leverage additional consented data.
3. On-Device Conversion Measurement for Privacy Protection for iOS App Campaigns
Last year, when Apple launched the AppTrackingTransparency framework for iOS devices, Google started developing and supporting solutions to help advertisers with the changes. For example, earlier in 2022, Google released On-Device Conversion Measurement, a tool to protect user privacy while still delivering conversion data.
In 2023, Google plans to launch new tools for advertisers with the Google Analytics for Firebase SDK, including streamlining the setup process with SKAdNetwork, Apple’s measurement API. For Android app campaigns, while no significant developments are required at this time, Google did recently provide an update on their participation in Android’s Privacy Sandbox initiative.
Got more questions about the latest developments for Google Ads? If you want to make the most of your Google Ads campaigns across apps and the web, let our expert team here at JXT group be your guide. As a Google Premier Partner, we’ve achieved recognition for our ability to get our clients the results they desire from their marketing on Google.
You can reach us today by calling 718-690-7302 or submitting our brief online inquiry form to start a conversation. Let’s work together to make 2023 your best year with Google Ads yet!
