The customer journey is more complex than ever, with many paths that can lead to a conversion. However, current reports don't always capture this complexity. This can make it difficult to measure and optimize performance–especially if you have an app and a website. To make it easier for you to understand how your customers convert, we’ve introduced a new ad destination report to Google Ads.
With the ad destination report, you can now see which conversions came from clicks to your app versus clicks to your website. This makes it easy for you to understand where your customers engage with you most–and how to increase that engagement. In addition, you'll see if customers landed on your Business Profile or got directions to your store prior to a conversion.
For example, let’s say you’re a retail advertiser with both an app and a website. With the ad destination report, you may see that people who have your app are more likely to buy than those that visit your website alone. If those visitors do convert at a higher rate, you may want to focus on building more engaging features in your app. This insight can also inform your marketing strategy–like leading you to run campaigns that drive app installs.
To get started with the ad destination report, use conversion tracking in Google Ads. To get this reporting for your app, use Google Analytics for Firebase or third-party app analytics.
You can find the ad destination report as a segmentation in your reporting tables.
Posted by Pallavi Naresh, Product Manager, Google Ads