“Ladder's web2app isn't primarily about fees. It's about getting purchase signal back to TikTok and Instagram fast enough to train the algorithm. On iOS you're waiting 3, 7, 14 days for SKAdNetwork windows. On web you get the signal in hours. That changes what the algorithm can do for you.”

Early signal feedback to TikTok/Instagram — not fee saving — is what makes Ladder's web2app work

Petit cites Ladder (the strength training app) as the clearest example of web2app as a paid acquisition infrastructure play. iOS attribution delays prevent the ad algorithms from learning which creatives and audiences convert to buyers — web payments collapse that window from days to hours. Faster signal enables the algorithm to optimise spend more accurately, improving ROAS independent of any fee savings.