“The question is never 'should I do web2app or app install.' It's always both. Your audience is not a monolith. Some users will convert better through the App Store. Some through web. The job is to have both paths and let each user take the one that fits.”

Web2app is never 100% one or the other — always both, because audiences behave differently at different moments

Petit's closing framework: web2app is an additive channel, not a replacement. The same user who ignores a Facebook app install ad might convert on a web landing page after seeing a TikTok; or they might install directly from an App Store search a week later. Constraining to one path means abandoning the other path's addressable audience. Portfolio thinking — maintaining both channels and optimising each — consistently outperforms either/or strategies.