Google is expanding Web to App Connect, making it easier for advertisers to drive app installs across Search, Shopping, and Performance Max campaigns.
As part of this update, target ROAS bidding for iOS app campaigns is now returning, allowing advertisers to optimize for value more effectively on Apple devices. And it’s better than ever, powered by the latest AI models and designed to protect users’ privacy.
These improvements are designed to help brands grow their app presence by connecting web traffic with app-based conversions.
💡 Read all announcements from GML 2025 in one place
📅 Learn everything about Google Marketing Live 2025 event