How this App team turned a web-to-app funnel test into 20% of total revenue

Weve all been there: your mobile app is growing steadily, and downloads are well into the millions… and now the question is: what next?
Thats where this client was when they came to us. Their AI Companion App was generating strong traction, but they wanted to explore a new growth lever. The ask?

"We want to test web funnels as a new marketing channel. Can we find product-market fit and fast?"

No surprise there, this is one of the most common themes were seeing lately. Web funnels are becoming a go-to move for growth teams who want faster iteration, more flexibility, and freedom from platform limitations like SKAN. They open up space to experiment with onboarding, pricing, UX — you name it.
Heres how they approached it.

The starting line: solid mobile growth, web-to-app funnels still untapped

The product had momentum: a mobile-first app with growing engagement and a lean, experienced UA team. Launching a new marketing funnel from scratch, though, thats a whole different challenge.

They had:

• A healthy mobile user base
• Active acquisition channels are already in motion

They didnt have:

• Confidence in how web users would behave
• A clear framework to test and evaluate funnel performance
• A way to forecast revenue early in the testing cycle

So, rather than taking wild guesses, they teamed up with Campaignswell to launch with data on their side.

Step one: predict first, spend smart

Rather than pouring budget into a full-scale test, they took a smarter path: Campaignswell became their control center for the launch.

Instead of relying on a patchwork of ad dashboards and spreadsheets, the team worked from one unified workspace. Campaignswell combined performance data from paid campaigns, user behavior in onboarding and trials, and revenue signals across Stripe, PayPal, app stores, and more.

Instead of just showing numbers, it helped the team know exactly what to do next. Campaignswell’s prediction engine used early behavioral and revenue signals to model future LTV, helping the team understand which funnel paths were likely to pay off.

This meant they could:

• Forecast the revenue potential of each funnel variation before pouring in spend
• Spot trends early, like a geo, audience, or creative mix starting to outperform
• Compare performance across channels and journeys, even when attribution was murky
• Quickly pause underperforming tests or scale promising ones while it still matters

Step two: rapid testing with real visibility

The team launched multiple funnel variants and creative sets across a few initial markets.

With Campaignswell, they could:

• Track key metrics like CPA, pLTV, and trial-to-sub in real time
• Compare cohort health between funnel variants
• Understand what was driving revenue versus what just looked promising

Instead of relying on lagging data or surface-level reporting, they worked from deep, predictive insight. This allowed them to move quickly, adjusting spend, messaging, and flow mechanics based on what they saw.

From creative fatigue to funnel drop-offs, everything became visible.‍

Whether it was a drop in conversion on step two of a funnel, or a creative that lost efficiency in certain geos, Campaignswell highlighted performance shifts the moment they started to trend. This helped the team act before performance dips became revenue losses.

Step three: from validation to scale

After a few weeks, results showed the funnel had legs. Trial conversions and predicted revenue held strong, and the team felt confident in increasing spend.

They reallocated budget from lower-performing channels and creatives and put focus on refining the web experience. Over time, this new funnel grew into a meaningful contributor to overall revenue.

Within 6 months:

• Recurring revenue increased significantly
• Subscriber growth accelerated
• Web funnels accounted for 20% of the companys total revenue

What started as an experiment became a core part of the growth strategy.

What changed everything in their web-to-app funnel journey

Sure, you could test new funnels using five tabs, a Notion doc, and a very large coffee. Plenty of teams do. But this one took a smarter path.

Here's what changed the game for them.

Predictive LTV from day one

From the moment a user entered the funnel, Campaignswell started modeling likely revenue outcomes. No need to wait for weeks of data to spot what's promising or whats quietly underperforming.

Funnel and creative insights, side-by-side

Need to know if a headline tweak on one landing page outperformed another in Canada vs. the UK? Or if your best-performing creative is actually being dragged down by a weak funnel? That level of combo clarity became the norm.

One workspace for web and app

No more jumping between ad dashboards, analytics platforms, and payment processors. From Meta click to subscription event, everything came together in one clean view. Everyone from UA to product to finance could finally see the same picture.

Heres how that played out:

• UA teams flagged underperforming creatives early, before they burned budget
• Product leads spotted funnel steps that needed fixing
• Finance had real-time visibility into forecasted revenue and payback windows

"It's not just about knowing what happened. It's about seeing whats coming and why." — UA Lead

When you're working with mobile apps, attribution flows are often clearer, and MMPs, SKAN, and app stores give you at least some structure. But in the web funnel world, everythings more scattered:

• Multiple entry points (ads, email, search, social)
• Browser-based behavior without app install signals
• Fragmented payments and conversions

This is where Campaignswell shines:

• It collects and aligns marketing data (from Meta, Google, TikTok, etc.) with behavioral and payment signals across the funnel.
• It tracks performance from the very first click to trial, subscription, and rebill.
• It gives clear attribution and LTV modeling even when users jump between platforms or dont follow a straight line.

In other words: if mobile attribution is a puzzle, web funnels are a maze, and Campaignswell gives you the map.

What web funnel data looks like in Campaignswell

Web funnels arent just tricky, theyre often downright messy. Weve heard it all: too many tabs, too few insights, and that creeping feeling of, Wait, where exactly is the money coming from?

Thats where things start to click. Our users tell us Campaignswell feels like someone finally turned the lights on. Suddenly, instead of guessing where performance is hiding, they can zoom straight into what matters.

Heres what teams find useful day to day:

• Custom cohorts made simple: filter by geo, campaign, platform, creative, or even spend bracket. Whatever lens you need, it's there.
• Financial signals that actually steer decisions: think CPA, refund rate, ARPU, pLTV, and forecasted ROI.
• Side-by-side comparisons without spreadsheets: campaigns, creatives, or even landing pages, stack them and see whats punching above it's weight.
• Trends you can spot early: campaigns losing steam, geos heating up, or creatives quietly outperforming.
• Predictions grounded in behavior: not magic, just real signals forecasting LTV and revenue 3–12 months out.

And when we ask teams what stands out most, it's the fact that they finally have solid, shared numbers to build on. With everything in one place, those familiar 'product vs UA' showdowns complete with spreadsheets and strong opinions, start to fade. One client joked it was the first time they agreed on something without a 30-slide deck.

Want to see the Campaignswell dashboard in action?

Lets schedule a quick demo and walk you through it.

Why ad network dashboards alone couldn't deliver the same result

If this client had relied solely on ad network dashboards (like Meta, Google Ads, or TikTok), they would've run into three critical blockers:

1. No single source of truth‍

Ad platforms only show campaign results within their own ecosystem. There's no way to compare Meta versus Google, or web versus app, side by side. With Campaignswell, all channels, platforms, and payments are unified in one view, making performance truly comparable.

2. Lagging and limited metrics‍

Most ad dashboards show surface metrics like CPA or installs, not deeper revenue signals like pLTV, rebill rate, or ARPU. That means you're optimizing for acquisition, not profitability. Campaignswell bridges this by combining acquisition data with monetization insights across systems.

3. They can be misleading (or just plain wrong)‍

Ad network data can be delayed, siloed, or even inflated, especially when SKAN or other attribution blind spots are in play. Campaignswell reduces that risk by reconciling data from multiple sources and building a more accurate picture of whats working.

In short: if youre only looking at your campaigns through ad platform dashboards, you're only seeing half the picture. Campaignswell completes it.

Final thought: funnel experiments dont have to be a gamble

This team didn't scale their new funnel through luck. They did it with fast feedback, reliable data, and the confidence to iterate.

Campaignswell helped them:

• Spot early revenue potential
• Cut losses early when needed
• Scale what showed real results

Thinking about testing your next growth lever? Campaignswell gives you the foresight and flexibility to do it right.

FAQ

Does this only work for web-to-app funnels?

Not at all. While this case focused on a web funnel launch, Campaignswells platform is built for full cross-platform performance.

Many of our customers use Campaignswell to:

• Optimize mobile install campaigns and onboarding flows
• Track pLTV for hybrid journeys that start on web and convert in app
• Align paid acquisition with subscription revenue from mobile app stores
• Attribute user journeys across web, mobile, and even CTV

Web funnels are just one of many ways teams are using Campaignswell to unlock growth.

What if I have mixed monetization?

Campaignswell works for a wide variety of monetization models:

• One-time purchases (e.g. e-commerce, microtransactions)
• Usage-based billing (e.g. productivity SaaS, tools)
• Ad-supported flows (we can combine ad impressions and engagement with LTV models)

Whatever your revenue model, we help you forecast it, optimize it, and grow your LTV.

How long does it take to see results with Campaignswell?

Most teams start seeing actionable insights within the first week. Because Campaignswell works with the data you already track and uses early performance signals to model outcomes, theres no need to wait for weeks of results. You get fast feedback loops, so you can move quicker and smarter.

Do I need a data team to use Campaignswell?

Not at all. Campaignswell is designed for performance and growth marketers, with intuitive dashboards and pre-modeled insights that work out of the box. You dont need SQL or a dedicated analyst to make sense of the numbers, though your data team will appreciate the depth if they want to dive in.

What channels does Campaignswell support?

We work with all major paid platforms (Meta, Google, TikTok, X, Snap), affiliate and influencer networks. Campaignswell also connects to platforms like Stripe, PayPal, App Store, and Google Play, giving you a complete picture across acquisition and monetization.

Wondering if your next big idea is worth the spend?

Well help you find out before the budgets gone.

Lets book a demo.