Short answer: send your Shopify app’s ads to its app store listing by default, because the listing converts best. Build a landing page in three cases: you monetize outside Shopify, a keyword is too competitive for your listing, or you want to run an offer. Lead it with a value proposition for Shopify merchants and a clear call to install, and carry the source data from the page through the App Store, or your ad platform’s AI ends up optimizing for clicks.
The listing converts best, so it stays the default. A landing page earns its place in three cases:
| Send the ad to | When |
|---|---|
| Your app store listing | By default |
| A landing page | You monetize outside Shopify |
| A landing page | A keyword is too competitive for the listing |
| A landing page | You run an offer, such as a BFCM deal |
The structure that converts has two parts.
The header does most of the work:
Below the header:
On a long page, repeat the value proposition and the call to install further down.
The call to action is “install”, not “start a free trial”. Use a direct install link: it takes the merchant straight into installing your app and skips a step.
The click out to the App Store drops the campaign, keyword and click ID, so the best the ad platform’s AI can optimize for is clicks.
“Max ROAS needs the AI to see revenue per click.”
Boaz Lantsman, Founder, Convert2x
Keeping it intact takes four things:
That is the best feedback their AI can get, and it’s what lets Google and Meta Max ROAS campaigns go looking for merchants who pay. It’s the website and landing page tracking Prys launched in September 2026.
We send Google Ads to the listing by default and use a landing page only in the three cases above, with the attribution kept intact from the first click. See managed Google Ads for Shopify apps, the full setup in our Google Ads playbook for Shopify apps, or start with a free growth assessment.
The app store listing by default, because it converts best. Use a landing page when you monetize outside Shopify, when a keyword is too competitive for your listing, or when you run an offer.
A header with your value proposition for Shopify merchants, a product image, your Shopify reviews and customers, and a clear call to install. Below it: features, pricing, testimonials, social proof and an FAQ, repeating the value proposition and call to install on long pages.
Install. A direct install link takes the merchant straight to installing and skips a step.
The click out to the App Store drops the campaign, keyword and click ID, so the ad platform's AI can only optimize for clicks. Tracking has to carry that source information through the App Store to install, subscribe and payment.
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