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In 2021, Apple significantly limited the data that mobile app developers could collect about users. This led to a sharp decline in the effectiveness of advertising campaigns that directed traffic directly to app pages.

The solution became web funnels, which are not subject to Apple’s restrictions. This means that instead of directing traffic to the app page, it is sent to product landing pages, whose task is to onboard the user, convert them into a purchase, and only then direct them to the app.

I spoke with FunnelFox founder Andrey Shakhtin about how and why web funnels emerged and gained popularity, who uses them, what products they work for, what their advantages and disadvantages are, and what is needed for their effective launch.