What is a web-to-app script?

A web-to-app script is a browser script that runs when a user clicks a “Download now” button or similar on a mobile website. It captures user parameters so that when site users become app users, they can be accurately attributed. The process of a site user downloading an app and becoming an app user is known as an mWeb-to-mApp flow. The goal is to achieve precise attribution and effective deep linking for users navigating this flow.

Mobile site users, often high-intent and engaged, are ideal to be transitioned to mobile apps. Focusing on this user group can deliver great rewards.

App download calls to action (CTAs) are often added to brand sites and third-party sites (as part of paid ads or otherwise) to prompt users to download apps. These CTAs exist within buttons, links, and banners, with all sources linking to the app store for app download. When a site user clicks one of these download CTAs, a web-to-app script dynamically generates outgoing URLs (when implemented via Adjust, these are known as “Adjust links”) based on the parameters from the incoming URL. These parameters facilitate correct attribution of mWeb-to-mApp flows. The mapping of these parameters can be customized to make sure you’re capturing information that aligns with the tagging structure of your existing internal analytics.

Without a web-to-app script, a lot of key information relating to the referring source is lost along the way—in short, accurate attribution is very difficult. When web-to-app scripts are implemented, marketers can confidently tie app installs/events back to the original web campaigns and use this data to continually optimize strategy and campaign performance.

While web-to-app scripts benefit any marketer/advertiser publishing app download links, they prove particularly effective for:

• Marketers driving an app-first experience: If your app represents the optimized experience for your users and the most profitable platform for your business, implementing web-to-app scripts is a strategic must.
• Marketers implementing or planning app download links: Whether or not you’ve already put these links in place across your site, third-party sites, or via ads, “download now” links are the base requirement for web-to-app scripts.
• Marketers seeking accurate attribution: Improving attribution accuracy—namely consistently awarding attribution to the original referring source—is the aim here, and it is a real game changer when it comes to maximizing your marketing budget.

Part of our Engage product pillar, Adjust’s web-to-app script solution allows you to take control of your attribution metrics. Rather than navigating the uncertainty of “mystery” app users, you’ll be able to confidently connect them to the original campaign link that brought them to your site and then your app.

The process of getting started with Adjust’s web-to-app scripts is straightforward. Following three simple steps—downloading the script itself, mapping your campaign parameters, and carrying out testing—you’ll be ready to go, with support from the Adjust team along the way.

Request a demo to learn more about the transformative impact that web-to-app scripts have on attribution data, and how to leverage them to maximize your marketing campaign success.