> ## Documentation Index
> Fetch the complete documentation index at: https://docs.funeli.top/llms.txt
> Use this file to discover all available pages before exploring further.

# What a web-to-app subscription funnel is and why it converts

> How a web-to-app funnel takes ad traffic through a quiz, paywall and web checkout into a mobile app, and what it gives a subscription team over install-first.

A web-to-app (web2app) funnel is the path a visitor takes from an ad to a paying subscriber of your app, on the web first: an ad, a quiz or onboarding, a personalised result, a paywall, a web checkout, and then the app with access already granted. Funeli builds and runs that whole path.

```text theme={null}
ad -> quiz / onboarding -> personalised result -> paywall -> checkout -> upsell -> app
```

## Why teams run funnels on the web

* **Room to convince before the purchase.** A web funnel can ask questions, explain the product and show a personalised result before it asks for money, which an app store page cannot.
* **Control of the offer and checkout.** You design the plans, trials, discounts and the checkout itself, and change them without an app release.
* **Fast iteration.** Many funnel variants for many ad angles, launched and changed in minutes, and tested against each other.
* **One thread from ad to revenue.** The ad campaign, the funnel variant, the answers, the purchase and later the app user stay connected.

Store fees and external purchase rules differ by country and program, so the cost of a web payment compared with an in-app purchase depends on your markets. Check the current rules for yours.

## How Funeli covers the funnel

| Stage | In Funeli |
| - | - |
| Ad traffic | Funnel links on your Funeli subdomain or [your own domain](https://docs.funeli.top/guides/domains.md); [Meta and TikTok pixels](https://docs.funeli.top/guides/ad-pixels.md) with server events |
| Quiz and onboarding | Steps built from [components](https://docs.funeli.top/reference/components/questions.md), with [branching and personalisation](https://docs.funeli.top/guides/branching.md) |
| Paywall and checkout | Plans, trials and [checkout](https://docs.funeli.top/guides/checkout.md) through [Paddle](https://docs.funeli.top/guides/payments.md) |
| After purchase | [Upsells](https://docs.funeli.top/guides/upsells.md) and [handoff to your app](https://docs.funeli.top/guides/app-handoff.md) through RevenueCat or Adapty, or to your web app |
| Measurement | [Analytics](https://docs.funeli.top/guides/analytics.md), [experiments](https://docs.funeli.top/guides/experiments.md), Amplitude, Mixpanel and AppsFlyer |

## People and agents on the same funnel

Your team edits funnels in the [editor](https://docs.funeli.top/guides/editor.md), and AI agents edit the same funnels through [MCP](https://docs.funeli.top/agents/connect.md). Both work on one draft with one revision history and one publish step, so an agent's change can be reviewed, adjusted by hand or undone like any other.


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