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Web2App Attribution: Why It Matters More Than Ever for Mobile Growth

— Marcus Persson

Web2App Attribution: Why It Matters More Than Ever for Mobile Growth
Photo by Micah & Sammie Chaffin / Unsplash

What is Web2App Attribution?

For the last 10 years, in-app advertising has dominated mobile user acquisition. But the landscape has shifted: iOS privacy changes, rising ad costs, and App Store limitations have pushed growth teams to look elsewhere. Enter Web2App attribution — a smarter way to track and optimize the full user journey from click to install to conversion.

Highlights:

  • Web-to-app funnels create more personalized, higher-converting journeys.
  • Mobile web ads can reach broader, often cheaper, audiences than in-app ads.
  • Deep linking and landing page optimization dramatically impact ROAS.
  • Accurate attribution across web + app is now essential for optimization.
  • Zellify gives you full funnel visibility: from ad to quiz to paywall to install.

Why Web2App Works

Mobile users don’t convert just because they see an app store page. They convert when they understand the value of the product.

That’s why more teams are moving their paid traffic to web funnels first. Zellify lets you:

  • Match each ad with a personalized landing page or quiz
  • Pre-sell the user before they ever see the App Store
  • Run A/B tests and track everything (clicks, scrolls, exits, purchases)

This is attribution done right — not just install tracking.

Unlocking Better Targeting and Lower CAC

With Web2App, you control the entire narrative:

  • Capture email before the install
  • Tailor the funnel to each user segment
  • Exclude low-converting demographics earlier

Post-SKAN, this is especially important on iOS. You're not stuck with aggregated SKAdNetwork data — Zellify tracks real user paths using UTM + deep link logic. The result? Lower CAC and more qualified installs.

Web Campaigns Expand Reach

In-app ad inventory is saturated and expensive. Mobile web opens up:

  • Older, higher-intent users (browsing on Chrome/Safari)
  • More diverse audiences, not just gamers or casual scrollers
  • Premium placements (native ads, high-impact content units)

Your acquisition playbook shouldn’t rely solely on app stores. Web lets you go upstream.

The Full Journey: How Zellify Tracks Web2App

Here’s how attribution works with webfunnels built with Zellify:

  1. Click: User sees your TikTok or Meta ad
  2. Funnel: They land on a web page (quiz, landing page, comparison)
  3. Interaction: Zellify logs every click, scroll, UTM, and answer
  4. Conversion Path: Either they convert on a web paywall, or are deep linked to install the app
  5. Install: With attribution continuity preserved

Zellify supports:

  • GA4, Mixpanel, Amplitude integrations
  • Custom events (quiz answers, button clicks, pricing viewed)
  • CRM sync and retargeting hooks (email, Meta CAPI)

Final Word

Web2App isn’t just about routing traffic — it’s about reclaiming control over your growth stack.

With Zellify, you don’t just run paid campaigns. You measure every step, learn what works, and iterate instantly.

Want to try Web2App attribution that actually works?

Launch your first funnel free with Zellify Today