What Is an App-to-Web Campaign?

An app-to-web campaign is a performance advertising setup where users are served ads inside mobile apps and, upon clicking the ad, are redirected to a mobile browser to complete the rest of the funnel.

A typical flow looks like this:

1. A video, display, or native ad is shown within an app

2. The user clicks the ad

3. The user lands on a browser-based landing page

4. The user proceeds to the offer page

5. The user completes an action such as signup or purchase

This model is widely used for e-commerce, lead generation, and direct-response offers.

Key Events Across the User Journey

During an app-to-web journey, multiple trackable events can occur. Common examples include:

• Ad View – Impression

• Ad Click – Click

• Landing Page Visit

• Landing Page → Offer Page Click

• Form Fill / Partial Signup

• Successful Purchase

GSM360 directly tracks impressions and clicks.

All downstream events are tracked via third-party trackers such as Voluum, RedTrack, or Keitaro and can optionally be sent back to GSM360 for optimization and reporting.

Optimization Models Available on GSM360

GSM360 supports multiple optimization types for app-to-web campaigns:

• CPM – Cost per 1,000 impressions

• CPC – Cost per Click

• CPI – Cost per Install

• CPA – Cost per Action (currently in development)

Each model serves different campaign goals.

CPM Optimization

With CPM optimization, the platform focuses on buying impressions at the most efficient cost possible.

• Best suited for scale and testing

• No conversion event is mandatory

• Ideal when paired with manual or rule-based optimization

CPC Optimization

In CPC optimization, you define:

• A target CPC

• A maximum CPM bid

Although billing remains on a CPM basis, GSM360’s algorithm optimizes delivery to achieve clicks within your CPC target.

Best practices:

• Allow the campaign to reach at least 500 clicks before evaluating performance

• Use CPC when click quality is a strong predictor of downstream conversions

• Native and Banner Campaigns work best with CPC optimization type

Using Events with CPM & CPC Campaigns

Passing conversion events back to GSM360 is optional for CPM and CPC campaigns.

However, sending events from your tracker allows you to:

• Monitor earnings and ROAS

• Identify high-performing placements

• Manually optimize campaigns more effectively

Rule Engine for Advanced Optimization (CPM Only)

For CPM campaigns, GSM360 offers a Rule Engine that enables:

• Automated blacklisting of underperforming placements or app bundles

• Performance-based conditions aligned with your KPIs
  

The Rule Engine is available only for CPM campaigns, not for CPC or CPI.

CPI Optimization (Install-Based Optimization)

In CPI optimization, you define:

• A target CPI

• A maximum CPM bid

Although billing remains on a CPM basis, GSM360’s algorithm optimizes delivery to achieve installs within your CPI target.

Best practices:

• Allow the campaign to reach at least 200–300 installs to allow the algorithm sufficient learning

• To use CPI optimization, sending an install event to GSM360 is mandatory.
  

Key requirements:

• ADV_ID is available in the top-right corner of your GSM360 interface under your name dropdown
• clk_id must pass the unique click identifier captured from the GSM360 click URL
• This identifier usually maps to {CONVERSION_ID} in your tracker
  

Other trackers such as RedTrack and Keitaro follow a similar setup with minor variations.

Sending Additional Events for Reporting & Manual Optimization

You can send up to 10 additional post-install events to GSM360 for deeper visibility and manual optimization. In order to do that, just follow the steps below.

1. Step 1 - Navigate to the Tracking tab and selecting Installs & Events:
   
   

1. Step 2 - You will be led to the page below, where you can Add Events and and copy the S2S postback URLs on to your tracker.
   
   

• Landing Page Click
  https://action.pixels.center/event?uc=1000&clk_id={externalid}&event=event1&payout={payout} 

• Signup
  https://action.pixels.center/event?uc=1000&clk_id={externalid}&event=event2&payout={payout}

Once configured:

• Event counts appear in GSM360 reporting

• If payout values are sent, Earnings and ROAS are automatically calculated
  (ROAS = Earnings ÷ Cost)

CPA Optimization (Coming Soon)

GSM360 is actively working on CPA-based optimization, where delivery will be optimized against two advertiser-defined post-install events.

More details will be shared as this feature approaches release.

Final Takeaway

GSM360’s app-to-web framework gives advertisers flexibility to:

• Start with CPM or CPC for scale and learning

• Move to CPI for algorithmic performance

• Use post-install events and rule engine for manual optimization

Choosing the right optimization model - and passing the right signals - can significantly improve efficiency, ROAS, and scalability.