Web2App

Dmitry Gushchin · User acquisition for subscription mobile apps

Web2App

Author of the @web2app_subscription Telegram channel. I help companies run paid acquisition for subscription mobile apps on iOS and Android.

2026-08-27 · 88 articles · 5 sections

Attribution

What AppsFlyer actually gets right

A follow-up to the previous post. There are a lot of posts in this channel about AppsFlyer's shortcomings, and it might look like the conclusion is «avoid AppsFlyer».

· 1 min read

Latest

Attribution 26

MMPs, tracking links, events and windows. Everything that makes the numbers in the ad account disagree with reality.

Everything in this section →

Web2App 15

Google Ads web campaigns for subscription apps: from the first setup to debugging ad review errors.

Everything in this section →

Meta 15

Campaigns, creatives, testing and scaling on Meta. What to optimise for and why.

Meta

Images or video: what should you run?

It depends on the niche. I usually go through the competitors and look at what they are running — the odds are my picture will look the same.

· 1 min read

Everything in this section →

Numbers 18

Cases, month-by-month reports on my own campaigns, niche breakdowns and industry data.

Meta Ads: spend, leads and cost per lead on the test campaign. Lead is mapped onto install — $1,427.91 of spend, 57 leads, $25.05 each.Numbers

Cost per install is not a KPI

On Meta I optimise campaigns either for purchases or for trials. Optimising for installs does not work, and I do not look at the cost of an install when buying. As an aside: it…

· 1 min read

Everything in this section →

Stack 14

Everything else I work with: Apple Search Ads, TikTok, AppLovin, neural nets and automation.

Everything in this section →

Networks

Services

Four ways to work together — from a full turnkey engagement to a single consultation, depending on how much you want to do yourself.

01 Main service

Monthly campaign management

End to end: funnel, creatives, accounts, integration, daily scaling.

I take on the whole launch — from the funnel and creatives to running campaigns day to day. What I am accountable for: a proper launch inside the ad network, and events that actually reach the ad account.

How it works

  • Building the funnel1 week

    I build a web funnel for your product and take apart your competitors' funnels. Paywall pipeline: pricing pages, upsells, downsell offers. Email notifications: welcome sequences, abandoned cart, win-back into the app. Purchase events piped into Meta from Stripe and Paddle, verified end to end.

  • Analysis and strategy2–3 days

    I look at your competitors in the ad networks: what they run, which audiences, which offers. You get a list of launch recommendations and a straight answer on how competitive the niche is and what the odds look like.

  • Creative productionfirst batch by launch, then continuous

    I make the creatives myself with my own team of editors — you do not need a production house. We build video and static concepts, prepare variants for different formats and placements, then refresh them based on test results.

  • Accounts and integrationaccounts in parallel, integration 1 day after access

    Long experience with agency accounts: I will recommend the right agency for your network and geo, and open an account if you do not have one. Together with your developers I integrate the networks by best practice and verify conversions arrive correctly. Every integration comes with a screencast.

  • Launch and scalingdaily, through the month

    Daily campaign monitoring and answers in Telegram. Creative and audience testing, scaling what works. A weekly Google Meet call and a weekly prediction report: forecast ROAS and revenue by cohort.

Who it is for: Subscription app teams that need a turnkey launch, without hiring a buyer, a production team and an integrator separately.

Terms: From one month, renewed by agreement.

02 Training

UA Manager 2026 course: Facebook and Google Ads

In two months you learn to launch and run campaigns yourself — no consultations needed after that.

Ten modules: theory and launch strategy, launch stages, running Meta campaigns, running Google Ads campaigns, automation and reporting, psychology and communication, seven real cases from 2000 hours in UA, Meta creatives, career, and AI tooling for UA. Plus an ad-account simulator, integration checklists, certification and help finding work.

Who it is for: People who want to understand paid acquisition themselves rather than delegate it.

Terms: Two months, three tiers. Programme and reviews at uamanagercourse.com.

03 One-off

One-off campaign setup or audit

I set up one campaign in one network and run it to the first conversions — you duplicate it from there.

I request access by checklist: AppsFlyer, Meta, Google Ads. I configure the account: Meta launched on my creatives, Google Ads with keyword analysis and launch. I wait for the first conversions to land in the account. You get video and written documentation of the whole setup so you can duplicate and adjust the campaign yourself, plus recommendations on how to run it.

Who it is for: When you need one correctly built example that you can replicate on your own.

Terms: 1–2 working days after access is granted. Google Ads, Meta Web, AEM.

04 One hour on Google Meet

Consultation

An hour one to one: your ad account, your campaigns and the technical questions.

Everything I know about your specific question. If campaigns are misbehaving, we go through the ad account over screen share. If the problem is technical, bring your developers along.

Who it is for: A fast answer on one concrete problem, with no long-term commitment.

Terms: One hour. Book a slot in Calendly.

Get in touch

Describe the problem — I answer myself, usually the same day. Telegram works too, whichever you prefer.

@SiberianPaaanda