“If someone sees a TV ad it's a 50/50 chance that they're going to visit you on your app or on the web we can't figure out how to change that it's hit or miss so yeah we've optimized both for the App Stores and the app experience as well for a web experience.”

TV Ads Drive 50/50 App vs. Web Visits — You Cannot Control It, So Optimize Both

Babbel's data shows that TV ad viewers split evenly between downloading the app and visiting the website — and there's no way to influence that split. Rather than fighting the behavior, Babbel built full funnels for both paths. The web path has a data advantage: no download barrier means earlier conversation and better attribution. Any app running offline ads needs both funnels operating at parity — ignoring web means throwing away half the traffic.