In a multichannel world, app-to-web advertising is the strategy delivering serious performance. Here’s how to make it work—and how to craft the creatives that convert.
App-to-web refers to advertising campaigns that start in mobile apps and drive users to web-based landing pages—either mobile or desktop—for conversion. Unlike traditional app install campaigns that route users to the App Store, app-to-web ads convert outside of the app ecosystem, often on brand-owned websites or eCommerce stores.
This model is especially useful for brands without a native app, or for those looking to drive transactions outside the walled gardens of Google or Apple, where fees and restrictions may limit flexibility.
According to LifeStreet, app-to-web campaigns help advertisers mitigate risk and prepare for growth plateaus by diversifying spend across platforms. With algorithm changes, privacy shifts, and economic headwinds affecting performance, app-to-web gives marketers a way to regain control and experiment with new paths to profitability.
LifeStreet reports that its top three app-to-web advertisers saw a 28% increase in conversion rates, 10% increase in click-through rates, and 20% decrease in cost-per-registration (CPR) in the first half of 2023. Some CPRs dropped as low as $0.60.
According to Singular, marketers are shifting to web because you get more data. Post-iOS 14.5, web2app campaigns offer roughly 20% more marketing data, critical for optimizing creatives and tracking results—especially on iOS.
App-to-web lets you tap into mobile app inventory while sending users to highly tailored web experiences—bridging in-app engagement with web conversion. LifeStreet highlights that consumers spend 88% of their mobile time in apps, averaging 3 hours and 47 minutes per day. App-to-web campaigns meet them where they are—without requiring an app download.
A skincare brand uses gamified ad creatives to drive users from a gaming app to a mobile landing page with a product quiz and 20% off offer. The brand collects email and purchase intent before prompting checkout—no app required.
A national coffee chain runs playable ads in transit apps. After engaging with the ad, users land on a mobile page where they can sign up for the loyalty program. The web-to-app flow allows them to later download the app with personalized incentives based on their web activity.
A pet supply subscription service runs interstitial video ads in lifestyle apps. Viewers are directed to a mobile-friendly sign-up flow with a discount offer, increasing conversions and reducing reliance on app store installs.
3 Creative Recommendations for High-Performing App-to-Web Ads
App-to-web campaigns demand creatives that are both engaging and built for action. Here's how to build the right strategy:
Interactive ads like playable units and carousels are proven performance-drivers. They not only capture attention, but also encourage users to engage before clicking through.
According to LifeStreet, advertisers that use dynamic, full-screen interstitials with animation or changing elements see higher engagement and conversion rates.
Action Items:
Pro Tip: Need help scaling interactive formats? CRAFTSMAN+’s Play Studio offers 100+ interactive templates and ready-to-launch creative support.
One ad doesn’t fit all channels. Users might engage with your brand across devices—on mobile in a gaming app, then complete the purchase on desktop or tablet later.
As AppsFlyer reports, web-to-app conversions grew 77% YoY thanks to smart use of deep linking and contextual ad experiences.
Action Items:
Checklist:
✅ Include mobile-first visuals
✅ Use responsive design for landing pages
✅ Maintain messaging consistency across channels
Video is still king—but it needs to perform, not just entertain. Focus on vertical formats, interactive end cards, and early brand placement to maximize impact.
Singular found that onboarding flows via mobile web offer more control and often result in lower CPAs and higher engagement compared to App Store-only experiences.
Action Items:
Pro Tip: Use CRAFTSMAN+ to create multiple variants of interactive video with dynamic end cards tailored to different segments.
✔ Build a landing page that converts
Treat your mobile landing page like a second ad. Align its visuals with your app environment, add urgency with promo banners, and A/B test copy and CTA placement.
✔ Give campaigns a training phase
LifeStreet emphasizes the importance of allowing machine learning models time to learn. Campaigns improve as models gather data—don’t pull the plug too soon.
✔ Pass the right data to your DSP
Whether it’s revenue events or app store IDs, feed your DSP the right signals so they can optimize bids and scale efficiently.
Whether you’re expanding into app-to-web, want to launch a multichannel strategy, or need help designing creatives that convert—CRAFTSMAN+ has the tools and expertise to help you scale in the omnichannel marketplace.
Contact our team today to optimize your next campaign with interactive, high-performing creative.