“The biggest mistake in web2app is treating it as a binary. Web2app versus app install is not the question. The question is: where is this user coming from and what context are they in? Match the journey to that context. Sometimes that means web. Sometimes that means the App Store.”

Context of the ad placement matters more than web vs app choice — match the journey to traffic source

Petit's framework is traffic-source-first: Facebook and Google search users may convert fine through direct app install because they're in high-intent, familiar territory. TikTok users, Outbrain users, or cold display traffic are in lower-intent, lower-trust contexts where a landing page warms them before asking for an app install. The web landing page's job is context bridging, not fee avoidance.