Web-to-app benefits: 6 reasons smart apps are taking their UA and monetization beyond app stores

The fact no one talks about loud enough: сlassic app growth strategies are hitting their limits. With ATT, IDFA restrictions, and app stores’ commissions, monetizing your app may feel like driving with the brakes on.

While most are stuck trying to win under these circumstances, smart ones are growing audience and revenue by moving their UA and monetization to the web, capitalizing on web-to-app benefits. In 2024 alone, the number of web-to-app funnels launched grew by 63%, with Meta reporting a 50% YoY increase in web-to-app spending.

Read on to learn what web-to-app benefits make apps like Flo, BetterMe, Noom, Headway, and many others switch to the web—and why you should, too.

1. 0 blind spots, 100% attribution

While you may have learned to navigate under SKAN and ATT limitations, your UA performance is probably well below what it used to or could be.

app store UA challenges
UA challenges

Meanwhile, web-to-app gives you full control over your data:

  • Complete visibility: track every click and interaction, from the first ad impression to in-app purchases
  • Granular insights: see exactly which campaigns and creatives are driving results, scale what works, and cut what doesn’t
  • Accurate campaign performance data: skip the SKAN delays and ATT limitations that make you waste time and money on ineffective campaigns

2. Lower commissions, higher LTV

You know how much your app makes—and how much it loses to the app stores. Their massive commissions highlight one of the biggest web-to-app benefits—on the web, payment provider fees are just 2-5%. That’s up to 25% of your revenue saved and ready to be put to good use.

Web funnels also help to increase LTV by giving you full control over monetization, free from app stores restrictions:

  • Experiment with monetization strategies: free and paid trials, different subscription lengths, upsells and cross-sells, payment methods, checkout page designs
  • Manage churn and retain better with personalized cancellation flow, surveys, and win-back offers
web cancellation flow
Noom web cancellation flow

3. New audience reach & more UA channels

Web and mobile audiences overlap by about 15%, so there’s a large untapped pool of potential users. Better yet, web-to-app gives you access to UA channels unavailable for app-first campaigns—think of Google Search Ads (which are easier to optimize than Universal App Campaigns), Google Display, Demand Gen, Taboola, and Outbrain. Plus, you get proper tracking for partnerships and affiliates with UTMs.

web and app audience overlaps just by 15%

And don’t worry about losing users during the web-to-app transition: deep links and magic links allow for seamless transfers and logins in mobile apps.

4. Faster payouts

How long does it take the App Store to pay you what’s left after their 30% cut, up to 60 days? That’s two months of your cash sitting idle instead of being reinvested. With web-to-app, you get your money in days or even hours, depending on the region. This extra agility is a must-have for those looking to scale fast.

Not to mention that you control every step—from selecting and integrating payment providers to offering diverse payment methods—so the entire payment flow is perfectly tailored to your audience.

web-to-app funnels guide

5. Fast and easy A/B tests for maximum conversion

We get it: mobile app testing is tedious. Complex setups, new releases, and endless waits—for app store approvals, for first viable results.

Web-to-app lets you launch A/B tests and get results quickly:

  1. Split your traffic between landing pages
  2. Test onboarding flows, paywalls, offers, or designs
  3. Get results and make tweaks in real-time

No guesses, no delays—just quick iterations and clear outcomes.

6. Flexible personalization

True personalization is only possible when you’re not tied to app stores’ rigid guidelines. That’s another benefit web-to-app campaigns give you:

  • Experiment with web onboarding to build personalized flows that’ll work for your audience
web-to-app quiz onboarding
  • Test various paywall designs, offers, pricing
web-to-app paywall designs, offers, pricing
  • Make real-time changes based on user behavior—without the delays of store reviews

Wrap up on web-to-app benefits

From new UA channels and full attribution to higher LTV to faster payout, the web-to-app benefits are too good to ignore. Web funnels are a smarter, more flexible way to grow your app audience and revenue—and take control and money back.

The only way to know if web-to-app will work for you is to try it. The good news is that you don’t have to spend months building a funnel from scratch. With FunnelFox, you get your web funnel ready in a couple of hours.

Build quiz onboarding from conversion-tested components, pick payment providers, add a paywall—and you’re good to deploy and acquire customers. A/B test every piece of the funnel to reach maximum conversion across all stages and make real-time improvements based on accurately attributed data—all without writing a single line of code and waiting for app stores approvals.

web-to-app benefits
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