Web-to-App (Web2App)

A web funnel is a structured, multi-step web-based experience designed to guide users from initial awareness to a conversion action — typically a subscription purchase, trial start, or app download. In mobile app marketing, web funnels have become a critical acquisition and monetization strategy, particularly for subscription apps looking to process payments outside the App Store or Google Play to avoid platform commissions of 15–30%. A typical web funnel for a mobile subscription app follows a sequence like: ad click → landing page → value proposition/quiz/personalization flow → pricing/plan selection → web checkout → payment confirmation → app download prompt → in-app activation. By processing the subscription on the web before directing the user to the app, developers retain significantly more revenue per subscriber. Web funnels also offer advantages beyond commission savings: they provide a larger canvas for communicating value (compared to a constrained in-app paywall), enable more sophisticated A/B testing of pricing and messaging, allow for richer attribution data (since web tracking isn't subject to ATT restrictions in the same way), and support more flexible offer structures (downsells, upsells, bundles) that aren't possible within native app store billing. The main challenge of web funnels is the additional friction of requiring users to complete a purchase flow on the web and then separately download the app — making seamless handoff and activation critical to overall funnel performance.

A landing page is a standalone web page designed with a single focused objective — typically to convert visitors into leads, trial users, or paying subscribers. Unlike general website pages with multiple navigation options, a landing page strips away distractions and guides the visitor toward one specific call-to-action (CTA). In mobile app marketing, landing pages serve several critical functions: they act as the destination for paid ad campaigns (receiving traffic from Facebook, Google, TikTok, and other ad platforms), they serve as the entry point for web-to-app subscription funnels where users can purchase subscriptions via web checkout before being directed to download the app, and they provide an SEO surface for capturing organic search traffic around topics relevant to the app's value proposition. For subscription apps using web funnel strategies, the landing page is where the conversion happens — it must communicate the app's value proposition, present pricing and plan options, build trust through social proof, and make the checkout process as frictionless as possible. High-performing landing pages in the mobile subscription space typically achieve 20–40% visitor-to-trial conversion rates when optimized through systematic A/B testing of headlines, imagery, pricing presentation, and CTA design.

Direct-to-Consumer (DTC) billing refers to the practice of processing subscription or purchase payments directly between the app developer and the end user, without routing the transaction through the Apple App Store or Google Play billing systems. DTC billing allows developers to collect payments via their own website, web checkout page, or third-party payment processor, thereby avoiding the 15–30% commission charged by app store platforms. This approach has gained significant traction following regulatory changes like the EU Digital Markets Act, court rulings in cases like Epic v. Apple, and Apple's own policy updates allowing developers to link out to external purchase options in certain regions. For subscription apps, DTC billing can dramatically improve unit economics — a $10/month subscription that nets $7 after Apple's commission nets $9.70 or more when processed via Stripe on a web checkout. However, DTC billing requires building and maintaining web payment infrastructure, managing subscription lifecycle events (renewals, cancellations, upgrades) outside of StoreKit or Google Play Billing, and carefully navigating the compliance requirements of each platform.

A platform fee (commonly called the "Apple tax" or "Google tax") is the commission that app store platforms charge on in-app purchases and subscriptions processed through their billing systems. Apple charges 30% on most transactions through the App Store, reduced to 15% for developers earning less than $1 million annually through the App Store Small Business Program, and 15% on all subscription renewals after the first year. Google Play charges 15% on subscription revenue and 15% on the first $1 million of non-subscription revenue, with 30% above that threshold. These platform fees have a profound impact on the unit economics of subscription apps. On a $9.99/month subscription, Apple's 30% first-year commission means the developer nets only $6.99 — and $8.49 after the rate drops to 15% in year two. This fee structure has driven significant industry interest in alternative billing mechanisms, including web-based checkout flows that process payments outside the app store ecosystem. Regulatory actions worldwide — including the EU Digital Markets Act, Japan's TPSA guidelines, and court rulings in multiple jurisdictions — are gradually expanding developers' ability to offer alternative payment options and communicate pricing outside the app, creating opportunities for meaningful margin improvement.

Alternative payment methods refer to any billing mechanism that allows mobile app users to complete purchases outside of the default App Store or Google Play in-app payment systems. These include web-based checkout pages, direct carrier billing, third-party payment processors like Stripe or Paddle, and regional payment solutions. For subscription apps, alternative payment methods have become increasingly important as regulatory changes — such as the EU Digital Markets Act and rulings in Epic v. Apple — have opened the door for developers to process payments outside the traditional app store ecosystem. By routing users to a web checkout, developers can reduce or entirely avoid the 15–30% platform commission, significantly improving unit economics. However, implementing alternative payment methods requires careful consideration of user experience friction, compliance with evolving app store policies, and the technical infrastructure needed to handle billing, receipts, and entitlements across platforms.

Mobile attribution is the process of connecting app installs and in-app actions to specific marketing campaigns, ads, or channels that drove them. It enables marketers to understand which advertising efforts deliver results, optimize ad spend across channels, and make data-driven decisions about user acquisition strategies.