Failed payment handling in Stripe

Payment failures happen, but how you handle them makes all the difference. We've added comprehensive failed payment management for Stripe checkout and Wallet Express flows.

Now you can trigger actions on any payment error, including:

• Show error toasts like "Problem with your payment"
• Open custom popups to guide users through resolution
• Redirect to another page or run JavaScript callbacks
• Test specific error codes (Card Declined, Generic Decline, etc.)
• Use overlays and other UI helpers to improve the user experience

This makes your payment flow more reliable and your users less confused when something goes wrong. Instead of a dead end, failed payments become an opportunity to guide users toward successful conversion.

Watch the demo video to see how it works.

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Major quiz and paywall editor redesign

We've completely redesigned the quiz and paywall editor with a focus on cleaner UI, better functionality, and mobile editing capabilities.

What's new:

• Cleaner UI - streamlined interface makes building funnels faster
• Fixed rendering bugs - screens now render correctly across all scenarios
• Conditional values for screen styles - change backgrounds based on user answers
• Edit background styles for popups - full control over paywall popup design
• Prevention for changes loss - never lose your work accidentally
• Mobile UI - edit quizzes and paywalls directly from your phone

Another major editor release is coming soon with even more capabilities.

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Subscription plan switching

We've updated the "Button Update Subscription" block to give you more control over subscription management. This feature allows you to change the product or price in active Stripe subscriptions, enabling downgrades, downsells, and upgrades directly from your paywalls.

Use cases include:

• Offering downsell options when users attempt to cancel
• Providing upgrade paths for engaged users
• Switching users between different subscription tiers
• Creating retention flows that keep users subscribed at lower price points

Watch the setup walkthrough or read the full documentation.

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Paddle introductory offers - more flexibility

Previously, Paddle only allowed you to set discounts for the first X billing periods. For example, you could offer $9.99 for the first month, then $19.99 per month, but not $1.99 for one week, then $19.99.

Now you can create much more flexible introductory offers:

• $1.99 for 1 week, then $19.99 monthly
• $19.99 for 1 month, then $99 per year
• Any combination of trial periods and regular pricing

To enable this, simply add an "Additional Paddle Price" in the "Prices titles and values" field of the Prices List block.

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Analytics and tracking updates

Snapchat Conversion API

Send server-side events to Snapchat by adding your access token. You can also add custom Snapchat Pixel to every quiz and paywall, giving you the same level of tracking flexibility you already have with Meta and TikTok.

Override event names and properties with JavaScript

Define an optional JavaScript filter function for each analytics system. This function allows you to:

• Skip events by returning false
• Override event names by returning { event_name: "NewEventName" }
• Override event properties by returning { event_properties: {...} }
• Override both event name and properties

Example use cases:

• Skip all events that start with "Step "
• Skip events containing specific keywords
• Multiply value by 3 for Meta/TikTok to account for LTV
• Skip events for specific user segments
• Only send Purchase events above a certain value

Read the full documentation for implementation details.

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Advanced webhook filters

We've added powerful filtering capabilities to webhooks, allowing you to conditionally send webhooks based on payload data.

New capabilities:

• Filter webhooks by any field using JSON conditions
• Support for operators: $gt, $gte, $in, $regex, and more
• Access nested fields with dot notation (e.g., data.status)
• Combine conditions with $and and $or operators

Example filters:

• Send only active subscriptions: {"type": "subscription", "data.status": "active"}
• Specific payment systems: {"data.payment_system_label": {"$in": ["stripe", "paypal"]}}
• Production subscriptions only: {"type": "subscription", "data.real_payment": 1}
• Events starting with "Step ": {"type": "event", "data.event_name": {"$regex": "^Step "}}

Benefits include reducing unnecessary webhook traffic, routing events to different endpoints based on conditions, and fine-tuning integrations with your CRM and analytics tools.

Read the full documentation to configure filters in your project settings.

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Email updates

Track opens and clicks in email sequences

You can now track conversions - open rate and click rate - of your email sequences by enabling tracking in every required sequence step.

Important notes:

• Adding "Track opens" will add a hidden image to emails, which increases probability of delivery to Gmail's "Promotions" tab
• Do not add "Track clicks" for emails with AppsFlyer OneLinks - AppsFlyer fails to open them correctly

New email service integrations

We've added integrations with five new email service providers: Braze, MailerLite, CleverTap, Klaviyo, and Reteno.

Just add your API keys and List IDs or tags, and web2wave will synchronize your users to selected email systems automatically.

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Multiple countries for automatic redirect

Define multiple countries for paywall or quiz automatic redirect (Advanced plan). This can be used to show one EUR paywall for all EU countries, simplifying your funnel management while maintaining proper localization.

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Ad platform links with UTM placeholders

Get links for ad platforms right on the platform with all required placeholders already inserted. For Meta, it will copy a link with campaign.name, adset.name, ad.name, and their IDs automatically formatted for proper attribution tracking.

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New content

Headway funnel breakdown with AppMasters

AppMasters released a new video breaking down Headway's web2app funnel. Igor Lyubimov and Steve P. Young cover how Headway converts quiz traffic into subscribers, their winback email sequence, upsell and pricing tactics that increase LTV, and why their longer funnel format works.

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Payment orchestration with Primer

Our founder Igor Lyubimov and Emilia Bayer from Primer discuss payment orchestration and why it matters for web2app funnels. They cover five payment risks affecting subscription funnels, how Primer's infrastructure protects your revenue, real examples of when payment insurance matters, and the implementation process through web2wave.

Read the detailed breakdown on our blog.

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Meet us at PGC London

Igor Lyubimov is speaking at PGC London on January 19 at 15:40 in Track room 4. The talk, "Why people buy: The psychology of converting web2app funnels", covers what drives users to subscribe and how to design funnels that feel like human conversations.

We're also co-hosting a private dinner with Aperture and Paddle on January 20 at 18:30 for app founders and growth teams.

RSVP on Luma

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Looking ahead

December's updates focused on making your payment flows more robust, giving you better control over analytics and webhooks, and expanding integration options. Whether you're scaling campaigns or optimizing existing funnels, these tools are built to help you convert better and protect your revenue.

The web2wave team is here to support your product growth in 2026. Have questions about any of these features or want to discuss your use case? Contact us at hello@web2wave.com or book a call with our team.

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About web2wave

‍web2wave is the #1 web2app funnel builder, helping mobile app developers convert web traffic into paying subscribers before app installation through quiz-based onboarding flows and paywalls. Start a free demo.