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.

What Is App-to-Web?

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.

Why App-to-Web Is Taking Off

🌍 Diversification = Resilience

According to LifeStreet, app-to-web campaigns help advertisers mitigate risk and prepare for growth plateaus by diversifying spend across platforms. App-to-web gives marketers a way to regain control and experiment with new paths to profitability.

📈 Performance that Scales

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.

🧠 More Marketing Data

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.

🎯 Reaching New, High-Intent Audiences

App-to-web lets you tap into mobile app inventory while sending users to highly tailored web experiences. 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.

Use Cases That Bring App-to-Web to Life

1. DTC Brand Driving First-Time Purchases

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.

2. Retailer Expanding Loyalty Program

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. This allows them to later download the app with personalized incentives.

3. Subscription Box Building a Customer Funnel

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, 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:

1. Design for Interactivity and Engagement

Interactive ads like playable units and carousels are proven performance-drivers. According to LifeStreet, advertisers that use dynamic, full-screen interstitials with animation see higher engagement and conversion rates.

Action Items:

• Use gamified formats such as match-3, trivia, or product quizzes.

• Incorporate animation or interactive triggers that prompt taps or swipes.

• Build a mobile landing page that mirrors the look and feel of the ad.

Pro Tip: Need help scaling interactive formats? CRAFTSMAN+’s Play Studio offers 100+ interactive templates and ready-to-launch creative support.

2. Tailor Creative to the Multichannel Journey

As AppsFlyer reports, web-to-app conversions grew 77% YoY thanks to smart use of deep linking and contextual ad experiences.

Action Items:

• Align creative messaging across mobile and desktop landing pages.

• Use consistent themes, seasonal messaging, and visual cues.

• Employ deep links to drive high-intent users to specific app or web destinations.

Checklist:

✅ Include mobile-first visuals
✅ Use responsive design for landing pages
✅ Maintain messaging consistency across channels

3. Make Video Work Smarter

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:

• Keep videos under 30 seconds and optimized for mobile.

• Use interactive end cards that allow users to take next steps (sign up, shop, etc.).

• Run A/B tests on video length, messaging, and CTA placement.

Bonus: Tips to Maximize Your App-to-Web Campaigns

✔ Build a landing page that converts: Treat your mobile landing page like a second ad. Align its visuals with your app environment and add urgency with promo banners.

✔ Give campaigns a training phase: LifeStreet emphasizes the importance of allowing machine learning models time to learn. Don’t pull the plug too soon.

✔ Pass the right data to your DSP: Feed your DSP the right signals so they can optimize bids and scale efficiently.

TL;DR: Why App-to-Web Should Be in Your 2025 Playbook

• Conversion Boost: 28% lift in conversion rates for top partners.

• Data Rich: 20% more data vs. in-app on iOS.

• Cost Down: CPRs as low as $0.60 in optimized flows.

• Reach: Tap into the 88% of mobile time spent in apps.

Let’s Build the Future of Multichannel Marketing—Together

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.

Contact our team today to optimize your next campaign with interactive, high-performing creative.