Web to App Overview

Web-to-App: Attribute App Installs from the Mobile Web with Tenjin

Traditional app store promotions and social media advertising have encountered bottlenecks, failing to meet the urgent needs of advertisers for accurate user targeting and efficient conversion. Today's users possess increasingly sophisticated tastes and strong personalized demands, necessitating a shift in marketing strategies. Against this backdrop, the Web-to-App model has emerged, offering developers a new and diversified marketing channel.

The Web-to-App model goes beyond the limitations of traditional mobile advertising by vividly showcasing the core value of the application on a web page. It enables users to personally experience the app's appeal through various formats including pictures, text, videos, and interactive games. This engaging approach not only entertains users but also encourages them to download the app for even more enjoyment.

Web to App business model

Advantages of Web to App

1. Enhance the fun of advertising and enhance user experience
To avoid the monotony of traditional advertising, consider trying Web advertising materials. This approach moves app content onto the web page, allowing for a full display of the app's charm through pictures, text, videos, animations, and various other forms to attract users' attention and increase retention. For example, a novel app might display captivating chapters directly on the web page, letting users experience your writing style and story firsthand. This ensures that users are eager to download the app to continue reading. Similarly, short drama apps can use this method to post a trailer that whets the user’s appetite.

2. Meet the needs of specific industries
Web advertising involves much more than simply displaying content. E-commerce apps can leverage it to guide users towards downloading the app for a more convenient shopping experience. For instance, users can start by selecting products on the web page, then complete their orders and payments within the app. Similarly, short drama and novel apps can utilize Web ads to implement deferred deep linking, allowing users to jump directly to specific pages within the app. This eliminates the need for tedious searching and provides a seamless experience

3. More IOS data support
After the release of iOS 14.5, user privacy protection within the iOS ecosystem has become more stringent, posing challenges for advertisers in terms of data collection. However, Web ads can facilitate transparent data tracking and collect data with user consent. This approach not only respects privacy but also aids in understanding advertising effects and optimizing delivery strategies.

4. Weakening the App Store Review Steps
App store reviews can be time-consuming and labor-intensive, and may be rejected for various reasons. In contrast, Web advertising offers a more convenient option. You can promote your app directly on a web page and market it however you choose.

5. Reach more advertising audiences
Web advertising taps into a broader traffic source and reaches a wider user base, helping you connect with more potential users. Additionally, it eliminates the need to share revenue with the App Store and saves both time and costs associated with review processes

Tenjin's Web to App Attribution Solution

Tenjin Web to App Attribution Link

Tenjin's Web to App attribution feature provides developers with the following key data:

• Campaign parameters: ad group, ad plan, ad creative name and ID.

• Click attribution data: the media channel and ad placement where the user clicked the ad.

This data can help developers achieve:

• Measure the effectiveness of ad delivery: Identify the most effective channels and determine which ads are the most eye-catching and profitable.

• Improve the quality of ads: Locate the pages with the highest conversion rates, optimize ad performance, and ensure each ad achieves its maximum potential.

• Optimize delivery strategy: Tailor marketing activities more precisely based on user behavior and preferences, achieving greater results with less effort.

Commonly used Web2App delivery channels:

• Meta
• Google Ads
• Kwai
• Tiktok

General operation guide for Tenjin Web to App:

1. Create channels and generate campaign advertising plans in the Tenjin panel. Each campaign will produce a unique tracking link to monitor the performance of different delivery sub-channels or influencers.

2. Link tracking and redirection: The tracking link will by default redirect users to the landing page set in your Tenjin -> App configuration. If you need to redirect to a different page, append &redirect_url=your_destination_url to the tracking link (replace your_destination_url with your desired landing page or APK download page)

3. Callback integration: To relay activation information or in-app events back to the channel, use the integrated callback. If the channel you need is not integrated with Tenjin, contact your Tenjin account manager

By utilizing the configurations outlined above, developers can harness Tenjin's Web-to-App attribution function to accurately track advertising impacts, enhance user acquisition efficiency, and achieve a higher return on investment (ROI).