Apps make more money on the web
Appfunnel runs the whole funnel - the quiz, the checkout, the subscriptions - and scores every change you make by the revenue it actually brought in. You see which cohorts earn their ad spend back, and when.
Plug-and-play to start. Real code when you need it.
Every variant scored on revenue per visitor, with the guardrails that stop a bad winner
Example data from a demo project.
Breakeven and revenue tracked: Appfunnel platform data · checkout fees: typical web card-processing rates
Everything your web2app funnel needs, in one place.
Appfunnel is the web2app infrastructure that unifies your funnel builder, payments, and analytics.
It's plug and play, and you'll never outgrow it.
Because you deserve more than install counts. You deserve to know the day each cohort pays back.
A higher conversion rate can still make less money
Appfunnel scores every variant on revenue per visitor, not on clicks. It tells you when the result is real, and it shows you the guardrails - trial starts, refunds - that make a winner unsafe to ship.
A concluded experiment. Example data from a demo project.
Scored on money
Revenue per visitor and per payer, per arm. Conversion rate sits beside them, not above them.
Called when it's real
A confidence interval, and the probability the challenger actually beats control. Below the bar it says so and keeps running.
Guarded
Trial-start and refund rate are watched alongside the win. A lift that arrives with refunds gets flagged, not celebrated.
A person promotes the winner. Appfunnel never ships a variant on its own
Everything you need to sell your app on the web
Appfunnel Editor
It starts with a funnel
Quiz flows, paywalls, A/B variants, translations, and per-page products - built in the browser with a live preview.
Launch a converting funnel in an afternoon, not a sprint. Build every page on a live device frame, A/B test any single page against up to three alternatives, and know when you actually have a winner - a real significance test flags it, and you promote in one click. No engineers required, and you're never locked in.
Appfunnel Checkout
Sell on the web, keep the margin
Web checkout with trials, one-click upsells, and per-product subscriptions - on your own payment provider.
Own the charge, and every lever that comes with it. Charges land in your own Stripe account - your customers, your revenue, and the provider-grade billing levers (upsells, off-session retries, winbacks) that Apple and Google's in-app purchase locks you out of. The 2–5% in fees instead of the App Store's 30% is the closer, not the pitch.
$59.99/yr
7-day free trial, then billed yearly
Appfunnel Analytics
Know what you actually keep
Proceeds after fees, tax, refunds, and chargebacks, minus what you spent to acquire - charted week by week.
The numbers start from verified payments. Net profit is the money that landed in your account minus the money you spent to get it, and postbacks feed that same verified revenue to Meta and TikTok so campaigns optimize for subscribers.
Connect your growth stack
Pipe conversions back to ad networks and revenue events into the tools you already run - with new integrations added constantly.
The questions every growth team asks first
What is a web-to-app funnel?
A paid ad sends the visitor to a quiz or landing page on the web, they subscribe at a web checkout, and then they install the app and log in. The sale closes before the store is ever involved. The model wins where users arrive with a goal, such as fitness, learning, dating, or finance, because a quiz can segment intent and land each one in its own funnel, something a store page structurally can’t. And every step is visible and testable, which is why teams on Appfunnel keep experiments running on the quiz and the upsells, not just the paywall.
Why sell on the web instead of in-app?
Better customers first, cheaper billing second. The same product and ad spend convert about 2x better through a web funnel: roughly 3% of ad clicks purchase versus 1.5% on the store path, per the State of Web2App 2026 report. Web-acquired subscribers are also worth more: the funnel filters for commitment before payment, so industry LTV curves put them at 1.5–2x the 12-month value of store-acquired ones, with refunds in the low single digits. Only then comes the famous part: 2–5% in processing fees instead of the App Store’s 30%, with every charge and customer relationship landing in your own Stripe account.
Is this compliant with Apple’s rules?
Purchases happen on the web, before and outside the app. The App Store review guidelines govern what happens inside the app. Your app never links out to a checkout or steers users toward external payment; it simply signs people into a subscription they already own. That separation is the whole point of the model.
How does attribution work post-ATT?
Server-side, as first-party data. The funnel session ties the ad click to the checkout on your own domain, with no dependency on IDFA or device identifiers, and verified purchase events fan out to the Meta and TikTok Conversions APIs so campaigns optimize on real revenue. ATT restricted on-device tracking; it didn’t touch a sale that happens on the web.
How fast do funnels pay back?
It’s cohort math: you front the ad spend, trials convert, and rebills compound. Industry LTV curves land roughly two-thirds of year-one revenue inside the first quarter. Median breakeven across funnels on the platform lands around day 90. LTV analytics track every weekly cohort against its spend and project payback ahead of time, so you see which channels earn back their CAC before committing more budget.
Do I need developers?
No. There are three doors in. Describe pages to the AI web builder and watch real React render in a live preview, pair your own coding agents to the live editor, or pull the funnel code to your own machine, edit it in your own editor, and publish from the command line. All three write the same funnel code underneath, so you can start without engineers and hand it to them later without migrating.
82%
of the top-100 grossing apps run web2app funnels — up from 30% in 2024. The other 18% are reading pages like this one.
State of Web2App 2026
Is your app a fit for web2app funnels?
Five questions, two minutes. If web2app isn't your lever, it says so.
Fit check
What kind of app is it?
Prefer the long answer? Read the full fit guide →
Three ways to build your funnel
AI Web Builder
Describe it, watch it render
Build in the browser. Describe the page and a live phone preview re-renders every change - no setup, no code required, ship it when it looks right.
Coding agents
Bring your own agents
Need more power? Pair Claude Code to a live editor session - your agent drives the editor and writes the funnel while you watch the preview and approve the changes.
Code & CLI
Own the code locally
Full control for teams with engineers. Pull the code to your own machine, edit it in your own editor, and push it back - one command each to pull, run it locally, push, and publish.
Same real React funnel underneath. Start plug-and-play, graduate anytime
Or start from a funnel that already works
Complete onboarding funnels rebuilt from top-grossing apps — quiz, paywall and upsells included. Walk any of them screen by screen, then clone it and make it yours.
Real experiments, anonymized apps
The apps won't be named - their funnels are the moat. The numbers speak instead.
+38%trial starts
A fitness app lifted trial starts 38% by replacing its static landing page with a 7-step onboarding quiz.
Fitness
+54%checkout CR
An education app lifted checkout conversion 54% with a one-page checkout and Apple Pay as the default.
Education
-27%blended CAC
A photo & video app cut CAC 27% by feeding revenue-verified postbacks to Meta instead of install events.
Photo & video
+21%trial-to-paid
A language app lifted trial-to-paid 21% with localized pricing across its top 12 markets.
Language
day 62breakeven
A productivity app pulled cohort breakeven forward from day 90 to day 62 with off-session winback offers.
Productivity
+33%web ARPU
A wellness app lifted web ARPU 33% with a one-click annual upsell placed directly after checkout.
Wellness
+19%paywall CR
A meditation app lifted paywall conversion 19% with a variant its agent proposed and a significance test confirmed as the winner.
Meditation
1.9xday-90 ROAS
A travel app reached 1.9x day-90 ROAS by shifting spend to the two channels its cohorts proved out.
Travel
+44%quiz completion
A dating app lifted quiz completion 44% by A/B testing question order per traffic source.
Dating
Customer results, reported by the teams that ran them and anonymized at their request
Outgrow the App Store
Start your funnel today - own your customers, know the day every cohort pays back, and keep the margin too.