Chapter 1: Define your campaign before you build the funnel

Before you launch any web-to-app (also formatted web2app) funnel, you need to get five things right:

1. Define the campaign
2. Build your web funnel (obvious, but still worth stating!)
3. Set up effective, clear URL parameters
4. Know what each system in your stack measures
5. Make sure a web purchase reliably connects to the right app account

Regardless of whether you’re focused on paid user acquisition or influencer marketing, these areas are necessary for a successful campaign.

It’s tempting to jump right into RevenueCat and set up your funnel, but to succeed you need to start with the campaign strategy, then decide what that strategy needs the funnel to do. For example, an audience that already understands the product may only need a concise proof-and-offer path, while a colder audience may need education, a demonstration, or a short diagnostic before the offer makes sense.

For each campaign, write down five things:

1. Audience: who is being targeted and what do they already know?
2. Promise: what specific idea earned the click?
3. Proof: what should the visitor see to believe that promise?
4. Offer: which product, price, billing period, trial or introductory terms will they see?
5. Primary outcome: what counts as success — a trial start, an immediate purchase, or another clearly-defined web conversion?

Align these with your funnel’s setup before moving on to the next steps.