Map Your Funnel

Before you launch workflows, lock down

• how users arrive,
• how you monetize,
• where you capture consent.

1. Traffic & Acquisition

Select your preferred path (Direct Install or Web2App) and note where users first encounter the offer (store page, web quiz, landing page, or paywall). This sets your starting paths.

A. Web2App (Web/Quiz/Landing → App/Store)

What it looks like: Paid traffic lands on a web funnel (quiz, landing, pricing) before the store/app.

Implications for workflows:

• Email is captured before purchase, enabling email-first high-intent workflows.
• An Abandoned Subscription via email typically becomes your core money flow.
• Strong cross-channel: email nudges → deep link into app/store.

B. Direct Install (Store → App)

What it looks like: Users tap Install in the store and open your app; most experiences occur after the initial launch.

Implications for workflows:

• Early leverage = in-app prompts and mobile push (after opt-in).
• Email is secondary unless you collect it inside onboarding or the account area.
• Abandoned Subscription via email is only possible if the email is captured pre- or mid-checkout (rare in pure direct installs).

2. Monetization

Mark your live monetization state(s) (Paywall / Trial / Freemium), when each appears in the journey, and whether users can skip or delay payment. This determines which workflows to implement first.

A. Paywall

What it is: Users are immediately prompted to pay with no free usage after onboarding.

Workflow impact:

• Abandoned Subscription is the primary revenue driver in Web2App.
• In Direct Install, if email isn’t collected, rely on In-Apps and push for checkout/paywall abandonment.

Events to track:

• PaywallViewed
• SubscriptionStarted
• SubscriptionCancelled with two parameter options:
  • Failed — Debiting funds from the card failed
  • Rejected — Intentional cancellation, in which case the user can use the app until the end of the subscription period

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Note

Typically, the best approach to handling a cancelled subscription is to offer a Special Deal like “a week for $1”. The primary task is to retrieve the card number and regain the ability to make withdrawals. In this way, you can return up to 3-4% of subscribers.

B. Trial

What it is: Free usage for a window (e.g., 7 days), then auto-charge.

Workflow impact:

• Trial started → not used: avoid pressure that triggers early cancel; low-friction nudges to first action.
• Trial started → used: intensify activation via reminders to deepen habit.
• Pre-expiry conversion series: the primary revenue driver; re-engage close to expiry (24–72h before end) with a limited-time offer.

Events to track: TrialStarted, TrialCanceled, TrialConverted, CoreActionDone.

C. Freemium

What it is: Always-free tier with locked premium features. A straightforward way to determine if an app is freemium is by the ability to close the paywall by clicking the cross.

Workflow impact:

• Drive freemium → paid with in-app prompts at relevant moments; add email/push where consent allows.
• Use value-led messaging: unlock outcomes, not just features.
• Events to track: FeatureLockedViewed, UpgradeClicked, PlanSelected.

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Note

Many apps run hybrid monetization—e.g., Freemium + Trial or Freemium → Trial → Paid. You can (and should) convert from every state.

• Freemium → Trial: prompt at high-intent moments (hit locked feature, streaks).
• Trial → Paid: usage-led activation + pre-expiry conversion series.
• Freemium → Paid (direct): contextual in-app upgrades where value is obvious.

Design workflows so each path has its own trigger, timing, and offer logic — and let users flow between paths without dead ends.

3. Data Capture

Most revenue lift comes from returning non-subscribers. To reach them, you must have at least one contact channel — email or push.

If you’re a Web2App, you typically collect email addresses in the onboarding quiz, so you’re covered.

If you’re using Direct Install, you have options — the primary consent channel should align with your niche.

For example, utility and on-demand apps (such as ride-hailing, delivery, finance, and weather) often benefit from early push opt-in because notifications deliver immediate, time-sensitive value.

Health & Fitness, education, and other habit-building apps typically see a better long-term impact by collecting email addresses during onboarding (for progress sync, plans, and receipts) and layering in push notifications later.

These are patterns, not rules — there’s plenty of room for other mixes (e.g., news, media, marketplaces). A/B test placement, timing, and value exchange to find the best fit for your audience.

A. Email Collection

Where to place it:

• Web2App: Prefer pre-purchase capture (quiz/lead form) to unlock email-first abandon and activation flows.
• Direct Install: Collect in onboarding or account with a clear benefit (progress sync, personalized plan, receipts).

Best practice for email on mobile: use Google Sign-In or Sign in with Apple to capture verified addresses with minimal friction.

B. Push Opt-in (In-App)

Where to place it:

• After a successful core action (higher opt-in rate), or
• Right before an event where notifications provide obvious value (e.g., workout reminders).

Best practice for push notifications on iOS: use a two-screen pre-permission approach (soft explainer → native prompt) to increase opt-ins; A/B test timing, and if denied, offer a simple Settings path later.

Events/flags: PushOptinShown, PushOptinAccepted, PushOptinDeclined.

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Note

Use a stable User External ID that persists across web and app.