---
title: "The RevenueCat Web-to-App Funnels Handbook"
description: "A practical playbook for web-to-app acquisition campaigns with RevenueCat Funnels."
---

# The RevenueCat Web-to-App Funnels Handbook

A practical playbook for running web-to-app acquisition campaigns with RevenueCat Funnels. This guide covers everything from setting up your funnel and attribution to measuring paid campaign success and influencer and affiliate marketing. 


## Web-to-app funnels are on the rise

 

[Jump to the guide](https://www.revenuecat.com/guides/web-to-app-funnels#:~:text=Table%20of%20contents)

[41% of top-performing apps are now generating web revenue](https://www.revenuecat.com/state-of-subscription-apps/). It’s a natural shift; web funnels smoothly transition users from a web experience into an app, with payment happening in either environment. Compared to a fully in-app acquisition flow, this approach can change the [store economics](https://www.revenuecat.com/blog/growth/iap-vs-web-purchases-conversion-test/), conversion rates, retention patterns, tracking, and operational work required to scale growth. 

So if you’re already using (or planning to use) [RevenueCat Funnels](https://www.revenuecat.com/feature/funnels) and want to **turn that funnel into a measurable acquisition channel**, then this guide is your trusty companion.

> **Tip:**
> If you haven't decided whether a web-to-app funnel is right for your app, or you're building your first one, start with [our web-to-app funnels guide](https://www.revenuecat.com/blog/growth/web-to-app-funnels) — it covers the pros and cons, plus a blueprint for your first funnel.

### **How to use this handbook:**

This guide covers two acquisition motions that share the same funnel foundation but need different setups, tracking, and creative approaches: paid user acquisition, and influencer or affiliate marketing.

1. ***Part 1: core setup***** **covers everything that’s identical regardless of channel: defining the campaign, tracking mechanics, identity, and measurement.
1. ***Part 2: paid user acquisition*** lays out how to connect an existing funnel to paid ad platforms like Meta, measure it with or without a mobile measurement partner (MMP), and improve performance with real data.
1. ***Part 3: influencer and affiliate marketing*** explains how to adapt that same journey for creator and partner traffic, with its own tracking, disclosure, and payout rules.
Start with part one for the fundamentals, then dig into the section that matches what you're launching, or both if you're running multiple channels.

## Table of contents

A successful acquisition campaign, whether it's paid or creator-led, is never as simple as just sending people to a web page. The ad or post, the funnel, checkout, tracking, customer identity, and app handoff all need to work as one connected customer journey.

But it doesn't take a complex setup to get started. You just need your ad platform or partner registry, and RevenueCat.

- Begin with a clear campaign promise
- Edit a funnel template designed for that audience
- Define your success metrics
- Test the complete journey end-to-end
- Launch small and build up, testing as you go
- Use the data to identify your next experiment
That's the real utility of web-to-app funnels: more space to make your case than an app store listing, and the ability to keep improving based on real data — without waiting for yet another App Store Review.

## Try RevenueCat Funnels

Unlock flexibility and profit with no-code web-to-app funnels

[Get started](https://app.revenuecat.com/signup?_gl=1*1pgrssq*_gcl_aw*R0NMLjE3ODkzODc2MzkuQ2p3S0NBand0cDdWQmhCakVpd0FKZnBWLXhmRVJGSHluX3VvenZFLTJ0TFJERzYyaFdETHI2M1FKTnBDc19GS1V2Z3I0XzFMLXpaX1NSb0NaS0VRQXZEX0J3RQ..*_gcl_au*MTMxOTQ5NjUuMTc4NjQzODc4Mw..*_up*MQ..*_gs*MQ..&gclid=CjwKCAjwtp7VBhBjEiwAJfpV-xfERFHyn_uozvE-2tLRDG62hWDLr63QJNpCs_FKUvgr4_1L-zZ_SRoCZKEQAvD_BwE&gbraid=0AAAAADEnorcK08oI0AdkerzsbQprzjwXn)
[Book a demo](https://www.revenuecat.com/book-a-demo?_gl=1*pkf9hf*_up*MQ..*_gs*MQ..&gclid=CjwKCAjwtp7VBhBjEiwAJfpV-xfERFHyn_uozvE-2tLRDG62hWDLr63QJNpCs_FKUvgr4_1L-zZ_SRoCZKEQAvD_BwE&gbraid=0AAAAADEnorcK08oI0AdkerzsbQprzjwXn)

## Related resources

### Web-to-app funnels 101
Still deciding if a web-to-app funnel fits your app? 
[Read now](https://www.revenuecat.com/blog/growth/web-to-app-funnels)

### Watch the RevenueCat Funnels tutorial
New to building with RevenueCat Funnels?
[Watch now](https://www.youtube.com/watch?v=1uvE4V57F5c)

### RevenueCat Funnels Documentation
Read the full technical documentation
[Go to Docs](https://www.revenuecat.com/docs/tools/funnels)