谷歌&Adjust：2025年网页到应用转化路径研究：移动广告主必备指南报告（英文版）

Web-to-app refers to the process of moving users from a mobile website or web environment into a brand’s mobile app. This journey is typically initiated through links, banners, or prompts that encourage users to continue their experience within the app, rather than the browser/mobile web (mWeb). For businesses, web-to-app journeys offer a strategic opportunity to drive higher engagement, retention, and conversion rates. Mobile apps typically provide richer features, more personalized experien