Acquisition. Optimize conversion with web-to-app funnels before users reach the store

RevenueCat has introduced Funnels, a feature designed to optimize the customer journey between paid advertising campaigns and app store downloads. When users discover an app through paid ads or creator partnerships, they typically land on a web page before reaching the app store. Funnels allows developers to create a guided web experience that maintains the momentum of the initial marketing message, enabling visitors to understand the app's core value proposition, receive personalized offers, and even complete purchases directly on the web before ever opening the app. This approach addresses a critical gap in the conversion funnel where potential customers often drop off between discovery and installation.

For mobile studios, the strategic value lies in testing whether this web-to-app pathway can meaningfully improve conversion metrics compared to traditional direct-to-store flows. By capturing user intent on the web, developers gain the ability to segment audiences based on their interests, tailor messaging to specific visitor segments, and reduce friction in the purchase decision. The feature essentially lets teams measure whether a more conversational, value-focused web journey outperforms a direct app store link, providing data to optimize future campaign spending and improve overall customer acquisition efficiency.