Blueprint

Web2App Funnel Blueprint

The structure of a Web2App funnel that lifts LTV and margin, step by step, with the tools at each stage.

What’s inside

The 5-stage funnel structure
The tool stack at each step
The metrics that tell you it’s working

A Web2App funnel moves the subscription purchase to the web before the app install. Done right, it reclaims store margin, returns first-party data, and gives paid UA more room to bid. Here’s the structure I build.

The 5 stages

Stage	Job	Watch
1. Ad	Stop the scroll, set the promise	CTR, hook rate
2. Quiz / landing	Build investment, qualify	Completion, drop-off
3. Paywall	Convert to paid, anchor price	Visit-to-purchase, ARPU
4. Checkout	Take payment, frictionless	Checkout completion
5. App handoff	Get the payer into the app	Activation, day-1 retention

The tool stack

Funnel build: FunnelFox, or custom on Next.js.
Subscriptions: Adapty or RevenueCat, reconciled across web and app.
Billing: Stripe Billing.
Attribution: AppsFlyer or Adjust, plus your own web analytics.

The metrics that matter

Blended CAC against web-purchase, not install.
Web-sub to app-activation rate, the leak everyone misses.
Net LTV after fees, the number that buys you bid headroom.

The three ways it breaks

Leakage: payers never make it into the app. Fix the handoff first.
Attribution that double-counts web and app events.
A paywall built on vibes instead of price tests.

Web2App isn’t for every app. It shines when you can communicate value before install.

Free resource

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Web2App Funnel Blueprint

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Head of User Acquisition