How to Build a Web-to-App Funnel Without Torching $20K

82% of top-grossing apps now take payment outside the app store. Patrick Stuart-Constant's team at Sociaaal ships 4,000 video ads a month, scaling to 10,000. The shift to web-to-app monetization isn't coming. It already happened.

Part 1 of a two-part panel from a Funnelfox webinar, with Rocketship HQ as partner. Shamanth Rao moderated the conversation with Jacob Rushfinn (CEO, Botsi), Andrey Shakhtin (CEO, FunnelFox), Patrick Stuart-Constant (CEO, Sociaaal), Mike Gadd (VP Customer Success, Singular), and Elise Zareie (Head of Paid Social, Lingokids) on how paid acquisition teams design the path after the click.

Andrey Shakhtin on why off-store attribution beats SKAN on speed, and how 2-5% payment fees unlock room to iterate. Patrick Stuart-Constant on scaling ad volume as a search space problem, and why cheaper AI creative grew his team instead of shrinking it (Jevons paradox). Elise Zareie on why web funnels only work with dedicated ownership inside the UA team. Mike Gadd on why the first renewal is the metric most teams miss. Jacob Rushfinn on the $1M revenue threshold before web funnels pay off, and the 10K to 20K monthly loss to budget for the learning phase.

Video Chapters:
00:00 Introductions and format
02:40 The one shift teams have not priced in
07:50 Andrey on the 82% off-store payments finding
09:52 Mike on measurement across web and app, platform hell
11:45 Elise on creative: lift-and-shift vs TikTok-native
15:54 Patrick on the search space, 4K to 10K ads a month
18:07 Jevons paradox: cheaper ads, bigger creative team
19:30 Elise on where AI helps and where taste is still human
21:39 What separates web-funnel winners from teams that quit
25:27 Andrey on iteration pace correlating with revenue
27:00 Who should not try web funnels: payments complexity
28:42 Jacob on the $1M threshold and the learning-phase budget
29:36 Common learning phase mistakes and how to short-circuit them
32:00 Part 2 drops next week

Topics covered:
- The shift to web-to-app monetization and off-store payments
- AI creative production at scale, 4,000 to 10,000 ads a month
- Web funnels: dedicated ownership vs side project
- The $1M revenue threshold for going off-store
- Learning phase mistakes on acquisition, funnel, and paywall
- Measurement complexity across web and app

Learn more:
- Original webinar recording: https://www.youtube.com/watch?v=OYPDZlwLhNA
- FunnelFox (webinar host): https://funnelfox.com
- Rocketship HQ (partner): https://rocketshiphq.com
- Jacob Rushfinn (Botsi): https://www.linkedin.com/in/jacob-rushfinn/
- Andrey Shakhtin (FunnelFox): https://www.linkedin.com/in/andrey-shakhtin/
- Patrick Stuart-Constant (Sociaaal): https://www.linkedin.com/in/patrick-stuart-constant/
- Mike Gadd (Singular): https://www.linkedin.com/in/mike-gadd-27a16427/
- Elise Zareie (Lingokids): https://www.linkedin.com/in/elise-zareie/
- Shamanth Rao (Rocketship HQ): https://www.linkedin.com/in/shamanthrao/