W2A on Meta — has anyone found a strategy that scales?

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bigsky

Active Member
I've tried various W2A campaigns on Meta across several D2C apps without much success. Wonder if it's one of those tactics that works great in certain verticals and struggles in others? Or if I'm just missing something?

I'd love to find a W2A strategy that works...maybe the heart of W2A is LTV vs. volume and scale, which would explain why it's hard to scale? Would love to hear what others have experienced.

Here's what I've tested:

AppsFlyer OneLink redirect to the iOS App Store: Data looked good in the Meta Ads Manager and AppsFlyer classic attribution, but didn't translate into SSOT at the campaign level and SSOT was being used by the client as their iOS source of truth.

Optimized landing page: Limited navigation, multiple App Store CTA buttons, but not enough users clicked through to download preventing deeper analysis, so the campaign was paused.

App-to-Web (email capture landing page sending users to purchase flow): Used a Meta Sales objective, showed some positive signal but difficult to scale.

I've ruled out quiz funnels for now. Most of the D2C apps I've worked with have high-intent users, so adding a quiz feels like it'd increase churn vs. the benefit of reducing friction.
 
AppsFlyer OneLink redirect to the iOS App Store: The error there is to trust SSOT lol -- you have to check all data layers (Meta, App Store Connect and HDYHAU survey) and then figure out what's your realistic scenario

Optimized landing page: never got a good performance with this when redirecting users to the Store. I would do a normal web campaign with Landing + Stripe and you would likely get better results

App-to-Web (email capture landing page sending users to purchase flow): if you're using a LP first, then how's App to Web?

I've ruled out quiz funnels for now. Most of the D2C apps I've worked with have high-intent users, so adding a quiz feels like it'd increase churn vs. the benefit of reducing friction. ---> This depends on how you connect your ads with the web quiz. Let me copy/paste a sentence from last Marcus Burke's newsletter that explains this perfectly:

In terms of your funnel, establish a feedback loop quickly to ensure coherence. Your static ads are likely targeting a more affluent audience on premium placements like Instagram and Facebook feed. Always build for an uneducated discovery audience. Your app onboarding should rehook users, get them to problem awareness, build trust and willingness to pay.
 
Hi!

Have to say that Optimized LP is working for me, they are automatically redirected to the Store after 2-3 seconds and improving a lot the A2A campaigns
 
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