App Marketing by App Masters

Web2App is changing how mobile apps acquire users and convert them into paying subscribers. But are you prepared for the risks that come with it?

In this episode, Igor Lyubimov, Founder & CEO of web2wave, joins us to break down the realities of web2app funnels, from building high-converting paywalls to managing payments, compliance, chargebacks, and cancellation flows.

We’ll explore where web-to-app is heading, the biggest mistakes app businesses need to avoid, and how tools like ad spying and domain analysis can help you understand what's working in the market.

If you're building a subscription app or exploring web-to-app, this is a must-watch. Get practical insights into the opportunities, risks, and strategies shaping the future of mobile app monetization.

You will discover:

✅ What Web2App is and where the model is heading in 2026

✅ How web-based paywalls can help convert traffic into paying subscribers

✅ The key compliance risks every app founder should understand

✅ How to approach payment orchestration and reduce payment friction

✅ The biggest Web2App problems and mistakes to avoid

✅ What app founders should consider before moving subscription payments to the web

Learn More:

👉 Web2Wave:

https://web2wave.com/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtube.com/live/v76CSmEGNu8

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SPONSORS

Built an app nobody's finding?

Distribution beats product — and UGC video ads are how apps get it. MaxFusion makes AI UGC video ads in minutes: pick an actor, write the script, and test ten hooks for the cost of one creator video.

Start testing at:

https://maxfusion.ai/?via=appmasters

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The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

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Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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How do you scale influencer marketing without turning every creator video into an expensive infomercial?

Jake from Cal AI breaks down how the team approached influencer marketing, why brands often get influencer campaigns wrong, and how they found the sweet spot between creative freedom, product integration, views, and conversions.

Instead of forcing creators into a brand-approved format, Cal AI let influencers create the content their audience already loved, then tested exactly how and when the app should be integrated.

We also get into the testing mindset behind it all: taking big bets, finding the right integration point, and understanding that what works for one app may completely fail for another.

You’ll discover:

✅ The difference between influencer marketing and UGC app marketing

✅ How Cal AI integrated the product without making videos feel like ads

✅ Why the “right” integration timestamp is different for every app

✅ How to calculate influencer campaigns without blindly relying on average views

✅ How Cal AI approached high-risk, high-reward experiments

Jake's newsletter:

https://operatorsnotebook.beehiiv.com/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtu.be/DaqmMbCKkeA

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SPONSORS

Mobile apps grow subscription revenue with web2app funnels, but building them in-house takes months. web2wave gives you an all-in-one no-code platform to launch in days:

• AI funnel generation and a drag-and-drop quiz builder

• 100+ payment integrations

• Trends to see what's winning in your category, plus AI creative generation to turn it into ads

• Built-in analytics and A/B testing

• Growth services if you'd rather the team build and run your funnels for you

Create your web2app funnel for free at:

https://web2wave.com/

*********************************************

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

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Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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How do you take a habit-change app from MVP to 200K subscribers and $10M+ ARR?

In this episode, Vedant Pradeep, co-founder of Reframe, breaks down the growth journey behind one of the most successful subscription apps in the habit-change space.

We dive into retention, subscription strategy, product improvements, user behavior, data-driven decisions, and organic growth strategies that helped Reframe scale from an MVP to millions of downloads.

He’ll also share the lessons, experiments, and strategies that helped Reframe build a product people stick with and a subscription app business that scales.

If you're building a subscription app, this is a must-watch

You will discover :

✅ How Reframe went from MVP to 100K+ users and $10M+ ARR

✅ What actually drives retention in a habit-change app

✅ How Reframe designed and optimized its subscription model

✅ Lessons from building a habit-changing product people stick with

✅ What Reframe learned from scaling to millions of downloads

✅ Key lessons from building a subscription app from the ground up

Learn More:

Reframe:

https://www.reframeapp.com/

Connect with Vedant:

https://www.linkedin.com/in/vedantpradeep/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtube.com/live/IDeaUk_8I8E

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SPONSORS

Mobile apps grow subscription revenue with web2app funnels, but building them in-house takes months. web2wave gives you an all-in-one no-code platform to launch in days:

• AI funnel generation and a drag-and-drop quiz builder

• 100+ payment integrations

• Trends to see what's winning in your category, plus AI creative generation to turn it into ads

• Built-in analytics and A/B testing

• Growth services if you'd rather the team build and run your funnels for you

Create your web2app funnel for free at:

https://web2wave.com/

*********************************************

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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Get 50% off ScreenDesign:

https://screensdesign.com/?ref=appmastersWhat if staying niche is actually the path to a big acquisition?

In this video, Steve P. Young breaks down how Breathwrk, a niche breathing-exercises app, was reportedly acquired by Peloton for millions of dollars, and why app founders shouldn’t be afraid to start small and focused.We’ll look at how Breathwrk built its product around a specific use case, ranked for keywords like “breath work” and “breathing exercises,” and used engaging onboarding, animations, personalization, and a paywall to turn users into customers.Steve also compares the app before and after the Peloton acquisition to show what changed, what stayed the same, and what founders can learn from the journey.You’ll discover:✅ How a niche breathing app turned into a multi-million-dollar acquisition✅ Why going niche can be a powerful app growth strategy✅ How animations and interactive onboarding can improve the user experience✅ How personalization can drive engagement during onboarding✅ Why founders should consider a “bottoms-up” strategy instead of starting too broad✅ How a niche app can eventually expand into larger wellness categories

Get 50% off ScreenDesign:

https://screensdesign.com/?ref=appmasters

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtu.be/aI0lufLXbKg

*********************************************

SPONSORS

Mobile apps grow subscription revenue with web2app funnels, but building them in-house takes months. web2wave gives you an all-in-one no-code platform to launch in days:

• AI funnel generation and a drag-and-drop quiz builder

• 100+ payment integrations

• Trends to see what's winning in your category, plus AI creative generation to turn it into ads

• Built-in analytics and A/B testing

• Growth services if you'd rather the team build and run your funnels for you

Create your web2app funnel for free at:

https://web2wave.com/

*********************************************

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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What happens to the growth playbook when your market puts real limits on targeting, claims, and data use?

We are joined by Vivek Girotra, who has led growth across consumer technology and fintech and is now co-founder and CEO of SurpassMD, a metabolic health company.

He joins Steve Young to discuss how to build effective performance marketing in regulated industries, drawing on five years in fintech and his current experience in healthcare.

They'll get practical about campaign strategy, privacy-conscious measurement, segmentation, and retention. They'll also explore why the outcome that matters in healthcare goes beyond a click or checkout to the quality of the care and support that follows.

You Will Discover:

✅ How restrictions change a growth strategy and the signals a team can use.

✅ How to build useful feedback loops when standard targeting options are limited.

✅ How healthcare adds claims, privacy, and care handoffs to the acquisition funnel.

✅ How segmentation and retention can improve relevance without undermining trust.

✅ What fintech and healthcare teach us about sustainable growth in regulated markets.

Learn More:

SurpassMD:

www.surpassmd.com

Vivek Girotra:

https://www.linkedin.com/in/vivekgirotra/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtube.com/live/gup5jTQXic0

*********************************************

SPONSORS

Mobile apps grow subscription revenue with web2app funnels, but building them in-house takes months. web2wave gives you an all-in-one no-code platform to launch in days:

• AI funnel generation and a drag-and-drop quiz builder

• 100+ payment integrations

• Trends to see what's winning in your category, plus AI creative generation to turn it into ads

• Built-in analytics and A/B testing

• Growth services if you'd rather the team build and run your funnels for you

Create your web2app funnel for free at:

https://web2wave.com/

*********************************************

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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Check out AppScreens:

https://appscreens.com/?via=am

Can you increase organic app downloads without changing your ASO keywords?

Yes, and in this video, Steve P. Young breaks down an ASO case study that achieved a 61% increase in downloads by optimizing and A/B testing App Store screenshots.

Your keywords are only one part of App Store Optimization. Your screenshots, app icon, screenshot order, messaging, visual design, and product page experience can have a major impact on conversion.

In this video, Steve shares real examples of screenshot A/B tests, including tests that delivered 13.8%, 30%, 45%, and 61% increases in downloads.

You'll learn how to identify what to test, how to structure your experiments, and how to use AppScreens to create and test different App Store screenshot variations through Product Page Optimization (PPO).

You will discover:

✅ Why App Store screenshots are critical for ASO

✅ How screenshots can increase organic downloads without changing keywords

✅ Real A/B testing examples with significant download increases

✅ How to run Product Page Optimization tests in App Store Connect

✅ How AppScreens makes screenshot testing faster and easier

If you're serious about improving your App Store conversion rate, don't just optimize your keywords; test what happens after someone finds your app.

Check out AppScreens using the link below and start experimenting with your App Store screenshots:

https://appscreens.com/?via=am

OLBG: Optimization of iOS Screenshots Brings 61% Conversion Boost:

https://splitmetrics.com/customers/olbg-ios-screenshots-optimization/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtu.be/4RpS1BMJEaw

*********************************************

SPONSORS

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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How do you go from $9 in your bank account to building and selling a company in just 15 months?

In this episode, Jake Castillo, co-founder of Cal AI, breaks down how they built and scaled one of the fastest-growing calorie-tracking apps using speed, influencer marketing, UGC, and relentless execution.

Instead of relying primarily on paid ads, Cal AI built a massive distribution engine around 300+ influencers, 20+ TikTok accounts, and a high-volume content strategy, eventually leading to the company being acquired by MyFitnessPal.

Jake shares what actually worked, including why giving creators more creative freedom can produce better-performing content, how to scale content across multiple accounts, and how Cal AI used App Store optimization to stand out in a crowded category.

If you're building a consumer app, startup, or brand, or trying to figure out how to make influencer marketing actually work—this episode is packed with practical growth lessons you can apply.

You will discover:

✅ How Cal AI scaled with 300+ influencers

✅ Why speed is becoming a major competitive advantage in the AI era

✅ How Cal AI used 20+ TikTok accounts to expand distribution

✅ Why letting creators control the content can outperform heavily scripted campaigns

✅ How to build a high-volume UGC engine without relying entirely on paid ads

✅ The App Store growth strategy that helped Cal AI stand out

✅ What Jake learned from taking Cal AI from $9 to acquisition in 15 months

Learn More:

Notes from the operator behind Cal AI:

https://operatorsnotebook.beehiiv.com/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtube.com/live/_uEoWEQV5O0

*********************************************

SPONSORS

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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Join the App Founders Community:

https://appfounders.co/

Nicole Cheung took her first app to 1 MILLION users in just 6 months, and it wasn't luck.

In this video, she breaks down the exact viral app idea framework she uses to find viral app ideas before writing a single line of code.

You'll discover:

✅ Why "I'd use this app" is the WORST reason to build it

✅ How to find an unsaturated niche on TikTok/Instagram (her cooking app example)

✅ How to test if a feature will go viral BEFORE you build it, using Figma

✅ Why validating in the market beats validating in your head every time

This is a video from my full conversation with Nicole Cheung, who's scaled multiple apps to over $300K MRR and 300-400M monthly social views, without spending a dollar on paid ads.

🎥 Watch the FULL episode here:

https://youtube.com/live/SdqUZGJM384?feature=share

📘 Grab Nicole's FREE 60-page growth playbook:

https://tally.so/r/BzZpA4

🐦 Connect with Nicole:

https://x.com/madebycol

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtu.be/oUsDFRm3W-s

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SPONSORS

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

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Tired of handing 30% of every in-game sale to iOS and Android billing systems? Appcharge is the DTC monetization platform trusted by King, Huuuge, Tripledot, and SciPlay – giving studios a direct line to their players, and up to 95% of every transaction.

Web stores, payment links, and a full Merchant of Record service covering taxes, compliance, and global payments – all in one platform.

Learn more:

https://www.appcharge.com/

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Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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What happens when Steve puts a real app under the microscope?

In this episode, Steve did a live app teardown across different app categories, broke down what’s working, what’s not, and where there are opportunities to improve growth and monetization.

From ASO and App Store screenshots to onboarding, paywalls, pricing, and conversion, Steve analyzes the key parts of the app experience and shares practical strategies developers can apply to their own apps.

You’ll see the same frameworks Steve uses to evaluate apps and identify opportunities to increase downloads, conversions, and revenue.

You will discover:

✅ ASO opportunities and keyword strategy

✅ App Store screenshot improvements

✅ Onboarding optimization

✅ Paywall and pricing analysis

✅ Growth and monetization ideas

Learn More:

Join the App Founder’s Community:

https://appfounders.co/

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtube.com/live/FnMoJ2oKZZo

*********************************************

SPONSORS

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Tired of handing 30% of every in-game sale to iOS and Android billing systems? Appcharge is the DTC monetization platform trusted by King, Huuuge, Tripledot, and SciPlay – giving studios a direct line to their players, and up to 95% of every transaction.

Web stores, payment links, and a full Merchant of Record service covering taxes, compliance, and global payments – all in one platform.

Learn more:

https://www.appcharge.com/

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Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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Join the App Founders Community:

https://appfounders.co/

What happens when you show users 2 paywalls instead of 1?

In this video, I break down a real-world paywall test that helped triple trial starts, from roughly 3% to 7.7%, without a major increase in downloads.

You’ll see how the strategy works, why different users respond to different offers, and how adding a second paywall can give both ready-to-pay users and trial-driven users a path to subscribe.

I’ll also break down the pricing strategy, social proof, weekly vs. yearly plans, and the number of paywall views you should aim for before diminishing returns set in.

You’ll learn:

✅ Why 2 paywalls can outperform 1

✅ How the first and second paywalls were structured

✅ Why social proof matters on your paywall

✅ How paywall views can impact revenue

✅ The 8 paywall views benchmark for diminishing returns

✅ How to think about paywall strategy and user psychology

If you're working on app monetization, subscriptions, onboarding, or paywall optimization, this test is worth understanding.

🚀 Need help growing your app?

App Masters:

https://www.appmasters.com

You can also watch this video here:

https://youtu.be/hs_hZS__hvA

*********************************************

SPONSORS

The app growth playbook is changing fast.

AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.

Download it free from the link below:

https://bit.ly/4uvoHGM

*********************************************

Tired of handing 30% of every in-game sale to iOS and Android billing systems? Appcharge is the DTC monetization platform trusted by King, Huuuge, Tripledot, and SciPlay – giving studios a direct line to their players, and up to 95% of every transaction.

Web stores, payment links, and a full Merchant of Record service covering taxes, compliance, and global payments – all in one platform.

Learn more:

https://www.appcharge.com/

*********************************************

Follow us:

YouTube: ⁠AppMasters.com/YouTube⁠
Instagram: ⁠@App Masters
Twitter: ⁠@App Masters
TikTok: ⁠@stevepyoung⁠
Facebook: ⁠App Masters⁠

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