Ladder · B2C · fitness app
Send ad clicks to a web survey and flag likely payers to TikTok and Instagram
Working really well, host says, even with fuzzy web-to-install tracking
Workedweb-to-apppaid-socialanalytics-attribution
What they did
Send much (not all) of the Instagram and TikTok ad traffic to a web survey. By about question six the answers reveal the persona and how likely they are to pay, so the funnel reports high-value users back to the TikTok and Instagram algorithms within a short window, helping them find more people like that. Payment still happens in the iOS app, not on the web; tracking from web to install to payment stays fuzzy.
What happened
Host says it works really well; the lever is fast signal to the algorithms, not fees or full attribution.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Understanding When to Use Web2App and How to Do It Well — Thomas Petit, Independent App Consultant“And so by question six, they're able to send feedback back to the TikTok algorithm, back to the Instagram algorithm to say, "Hey, this is a really high-value user, send me more like this."”
“they most of their revenue is still iOS, so they're not actually charging on the web, [laughter] but they're doing the survey on the web.”
Related topics
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More from Ladder
All 46 Ladder tactics- Price the annual plan at $14.99 a month ($179), half the monthly priceAnnual take rate rose from 20% to ~30% of new paying members
- Sell monthly only until retention is clear, then show an annual option side by sideAnnual went from ~0% to 20% of new paying members
- Offer non-converted trial users their first month for $5, then $29.99About half stay into month two at full price; consistent across cohorts
- Ask new visitors 15 fitness questions, then recommend three matching programsA million people have taken it in 18 months; fixed confused cold-traffic users
- Run a new coach's TikTok for them, using only videos already on their phone250K followers in 45 days, with million-view videos every week
- Send every TikTok ad click to a web quiz and track answers that mark ideal usersTargeting tightened within a week; payback in low single-digit months
More from this episode
- Blinkist: Send Taboola and Outbrain ads to a page that reads like an articleBlinkist cracked this channel; Facebook traffic gets a different flow; no numbers
- Noom: Run a 50-screen onboarding quiz on the web for a high-intent productStill works for Noom; the guest doubts it would for a quick-use app
- Photoroom: Put 10+ of the app's features on your website as free tools, no loginGuest thinks it pays off long term; no internal numbers
- Open with a fun web quiz or mini-game before pitching a serious appChosen over building a second app; no results given
- Run 'What's your IQ?' ads into an easy web quiz, then send people to the appA success, guest says; asking for payment on the web would have hurt
- Let small teams pay on the web with invoices in the company's nameTeams wanted to pay regardless of price; no results given
- When web subscribers cancel, offer half their money back to stay subscribedMany cancellers took it; profitable, good feedback and decent retention
- 8fit: Send Taboola and Outbrain ads straight to the App StoreStore install rate stayed very low; web funnels worked better
- Run web and app-install ads side by side on Meta to reach more peopleTotal reach significantly higher than either alone; app-only can plateau at 2M of 20M
- Buy Google Search and YouTube ads to your website to control keywords and channelsReaches a different audience than App campaigns; no numbers
- Bid more for new high-end Android phones, less for older devicesPremium Android converts close to iPhone; older versions convert worse
- Sell on the Amazon Appstore to reach Amazon tablet ownersNot as big as the App Store but a significant revenue source
- Put a simple landing page between the ad and the storeWorked for one game; the same setup failed for several of the guest's apps
- Change the first-day experience so it shows within 24 hours who will payGame companies did this to survive the 24-hour SKAdNetwork window; no numbers
- Charge some users on the web and send others to in-app purchaseFinds new revenue highs per segment; no numbers