The pros and cons of web-to-app funnels

Web-to-app funnels present a compelling opportunity for app publishers to enhance profitability and scale user acquisition by circumventing traditional app store fees, offering faster financial returns, and providing more accurate attribution data. These funnels enable greater flexibility in testing onboarding experiments and customizing user journeys, potentially leading to higher conversion rates and the unlocking of new audiences. However, the approach has drawbacks, such as potential negative impacts on App Store Optimization (ASO) rankings, the need for significant resource allocation to build and maintain web funnels, and the complexity of managing financial and taxation processes independently. Additionally, running both web and app campaigns can complicate attribution analysis due to the necessity of managing multiple user journeys and conversion data streams. Ultimately, the decision to implement web-to-app funnels depends on various factors, including an app's pricing strategy, team capacity, budget, and growth objectives, making it a viable strategy for many but not without its challenges.