Frequently asked questions about Web2App funnels

Answers to common questions about how Web2App funnels work, whether they're allowed by Apple and Google, and how web2wave fits in.

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What is a Web2App funnel?

A Web2App funnel is a flow where users complete a quiz and pay on your website before downloading your app. Because payment happens on the web, it falls outside app store rules for in-app purchases. The user receives a deep link after checkout and opens the app with an active subscription already attached to their account.

Are Web2App funnels allowed by Apple and Google?

Yes. Apple and Google's in-app purchase rules apply to purchases made inside an app. If a user pays on your website before installing the app, those rules don't apply. Web2App funnels are used by subscription apps across health, fitness, education, and productivity — categories where this model is well established. We've covered this in detail.

What's the difference between a Web2App funnel and sending traffic directly to app stores?

When you send ad traffic directly to app stores, attribution is limited and every purchase goes through Apple or Google's payment system. With a Web2App funnel, users go through your website first, so you get full UTM attribution, first-party payment data, and the ability to A/B test your onboarding and pricing without an app release. You also keep the revenue that would otherwise go to app store fees.

How does attribution work with Web2App funnels?

web2wave passes UTM parameters through the full funnel — from ad click to quiz to paywall to subscription. Events like trial start and subscribe are sent to Meta Conversion API, TikTok Pixel, and your mobile measurement partner (AppsFlyer, Adjust). Because the payment happens on the web before install, cookie-based tracking works even on iOS post-ATT.

Which payment providers does web2wave support?

web2wave works with Stripe, PayPal, Paddle, Solidgate, and Unlimit, with Primer.io available for payment orchestration across multiple providers. Apple Pay and card payments are supported on Stripe. Different providers can be shown to users based on their country.

Does web2wave integrate with RevenueCat, Adapty, AppsFlyer, and Adjust?

Yes. web2wave has native integrations with RevenueCat, Adapty, Qonversion, AppsFlyer, and Adjust. Subscription status can also be queried via API, and webhooks fire on billing and user events so your existing mobile stack stays in sync.

Do I need developers to build a funnel with web2wave?

No. web2wave is a no-code platform with a drag-and-drop editor for quizzes and paywalls. Payment integration, deep link setup, A/B testing, and analytics connections are all handled inside the platform. SDKs are available for iOS, Android, Flutter, Unity, and React Native if you want to embed web2wave content inside your app.

Is a Web2App funnel a replacement for running direct app install campaigns?

No. Web2App funnels work alongside existing UA campaigns. They're typically added as a separate channel or tested against direct-to-app flows — not used instead of them. Apps that already have successful app install campaigns usually treat Web2App as an additional revenue channel and a way to test pricing and messaging faster than an app release cycle allows.