PBA Web-to-App dashboard

At a glance: Use the Web-to-App (W2A) dashboard—on the People-based Attribution (PBA) page—to understand the impact of your web marketing efforts on mobile app installs and to enhance the performance of web campaigns.

Web-to-App use case


Learn more about the other PBA dashboards: Activity | Conversion Paths 

Web-to-App analysis

W2A analysis measures the impact of web marketing efforts to drive users to install an app. Advertisers view web involvement in the context of the install event; they can determine the media source that drove website visitors towards app install. 

Web-related installs 

  • Switch between dashboards views—Total, Organic, and Non-organic installs—according to your use case and analysis needs.
  • Consider the use-case scenarios in the table (below) as an initial guide to W2A use. 


Install type

Journey to install


Total installs

All installs engaging—at some point—with a web media source.

  • What is the contribution of web marketing relative to all app installs?
  • How are web marketing efforts distributed between media sources and channels?
  • What is the contribution, if any, of Smart Banners?


App is installed without engaging with a mobile media source. 

  • What portion, if any, of organic installs are driven purely by web traffic?
  • Which are the dominant media channels? 
  • What is the proportion between paid, owned, and earned media types?


User journeys begin on the web. The app is installed later after engaging with a mobile campaign.

  • What volume of non-organic installs is influenced by the web?
  • What web media channels and types influence non-organic installs? 
  • Do your paid mobile media sources overlap with web media sources? 

PBA-W2A dashboard

To go to the PBA-W2A dashboard:

Option 1

Option 2

  1. My Apps >View brand bundles
  2. Select a row > Actions menu (...) > People-based analytics
  3. [Default] Go to Web-to-App tab.

Go to the navigation menu > People-based Attribution > Web-to-App tab

W2A installs and reinstalls


Installs are considered to have been influenced by a website if they occur within 30 days of a website visit. Installs and reinstalls including retargeting installs (reattributions) can be organic or non-organic.

For information about data freshness, see PBA daily

Dashboard features

Use dashboard features to:

  • Understand and optimize the impact of web traffic campaigns on your app installs.
  • Enhance collaboration between non-organic app install campaigns and web marketing.
Feature Description
Datepicker & filters


  • Set a date range; it will include apps installed during that time.
  • Filtered data includes the most recent web visit before install.
  • Learn about setting filters and groupings.
View selector


  • Click on Total installs, Organic installs, or Non-organic installs to move between the views.
  • Metrics show the number of app installs by attribution source (organic or non-organic).
  • Metrics are broken down by:
    (A) Installs that occurred after a website visit
    out of
    (B) Installs of a given type: Total, Organic, and Non-organic
Web media channel


  • Indicates web media channel contributions that drove installs.
  • Apply filters to evaluate the impact of different media channels.
Web media source


Indicates web media source contributions that drove users to install the app.

W2A activity over time


Select a view—media source or media channel—to view web activity over time.

Installs table



  • Table indicates the interaction between web and mobile media sources.
  • Metrics, available as a combination of web/mobile media sources, indicate the position of the web media source:
    • Installs: Number indicates installs whose web media source is considered the last non-direct web visit.
    • Assisted installs: Number indicates assisted installs whose web media source was determined for all except the last web visit.
  • Select a media source, web or mobile, to drill down to the campaign level.
Export CSV

Click Export CSV, to export the Installs table. 

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