Google Ads W2A Deeplink Setup

[ekalen]

Hi everyone,

I’m setting up W2A campaign in Google Ads and I’m trying to decide between two possible flows for mobile users.

Option 1

If the app is installed > deep link to the app

If the app is not installed > send the user to the App Store / Google Play

Option 2

If the app is installed > deep link to the app
If the app is not installed > send the user to the mobile web experience

My instinct is to push all mobile traffic into the app flow (deep link if installed, store if not) instead of sending non-app users to mobile web.

From a performance and user experience perspective, which approach usually works better?

Would love to hear how others handle this in practice.

Thanks!

 

[davamosk]

always push the app traffic because otherwise you won't create any organic uplift with the paid ads as the traffic would go out of the store.
in any case, you can test both in parallel and see what option brings you a better performance!

 

[ekalen]

Thank you