Funnel
A funnel is the path a user takes from seeing an ad to completing the target action — clicking, installing the PWA, registering, and depositing. Traffic drops off at every stage, and analyzing exactly where it drops is how buyers find where a campaign is actually losing money.
The stages of a PWA arbitrage funnel
A typical chain looks like: ad impression, click, prelander (a quiz or spin-the-wheel), PWA install, in-app target action, deposit or purchase. Each stage has its own conversion rate, and one weak link can undo the work of every other stage — a strong creative with above-average CTR is worthless if the prelander scares users off.
Finding and fixing weak points in the funnel
A stage-by-stage breakdown in the tracker shows exactly where conversion drops — the creative, the prelander, or the PWA itself. APEX prelanders (spin-the-wheel, quiz) warm users up before the install step, and sticky split-testing lets buyers test variants of each stage separately instead of mixing results together.
FAQ
- What stages make up a PWA arbitrage funnel?
- Impression, click, prelander, PWA install, in-app action such as registration or deposit. The exact number of stages varies by vertical and offer.
- How do you find exactly where traffic is being lost?
- Check the conversion rate between each pair of adjacent stages in the tracker, not just the final CPA. A sharp drop at one step almost always points to a specific problem — a weak prelander, slow PWA load, or an off-target offer.
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