Web-to-App UA Just Got More Profitable

Apple just lost a major fight.

And for growth marketers, that’s good news.

In a recent ruling tied to the Epic Games lawsuit, Apple is now legally required to allow apps to link to external purchase options—and can no longer charge commissions on those purchases.

This small legal change unlocks a big opportunity: Web-to-app monetization is no longer just a workaround—it’s a profit lever.

🔍 Learn: What’s Changed—and Why It Matters

• Apple previously took up to 30% on in-app purchases.

• Even when developers sent users to the web, Apple still enforced a 27% commission.

• The new ruling eliminates that fee for purchases made outside the app.

This means mobile-first brands can now keep more of the revenue when users convert through external flows.

For UA leaders, this isn’t just legal news.

It’s a signal to rethink monetization strategy and user flow architecture.

⚙️ Optimize: How Web-to-App Performance Will Improve

Web-to-app has already been proven to:

• Increase retention by up to 3.5x

• Enable 20%+ better tracking than in-app SKAN

• Reduce CPAs via direct tracking + broader channel mix

Now you can add higher margin potential to the list.

Key opportunities:

• Web-exclusive pricing models → Tailored offers for direct web buyers.

• Smarter attribution → Clearer data paths, especially outside walled gardens.

• More control over funnel & LTV → Personalize creative, UX, and monetization without Apple’s cut.

📈 Grow: Strategic Steps to Capitalize

Here’s what mobile growth leaders should implement next:

1. Expand Web-Based UA

Ramp up SEO, paid search, landing pages, affiliate content, and social ads that drive users to web-first flows.

2. Split Your Funnels

Segment your web and app monetization paths—different pricing, different offers, different messaging.

3. Refactor Attribution

Improve tracking accuracy using UTMs, server-side events, and funnel-specific tagging to measure LTV and ROAS per entry path.

4. Test Monetization Variants

Try longer billing cycles, discounted web subscriptions, or lifetime access offers for users who convert off-app.

🔁 TL;DR

• Apple can’t block or tax external payments anymore.

• Web-to-app monetization is now a high-leverage play for UA and revenue.

• This is an opportunity to scale revenue, not just reduce CPA.

Final Takeaway

The smartest UA teams aren’t just optimizing bids—they’re redesigning acquisition flows based on real platform shifts.

And this shift is massive.

If you’re not exploring web-to-app + external monetization already, now is the time.

This won’t just change your cost structure. It can reshape your entire growth model.

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