“Try sending Taboola traffic straight to the App Store — you'll see a 90% drop-off before anyone taps install. These channels require a landing page. Not because web2app is better, but because the user expects to land on a page, not get redirected to a store.”

Taboola, Outbrain, and Reddit can't work sending users straight to the App Store — web landing page is mandatory

Petit tested traffic from native advertising networks (Taboola, Outbrain) and Reddit ads going directly to App Store product pages — conversion collapsed. Users from these placements have content-browsing intent, not shopping intent; the App Store redirect breaks their expectations. A matching landing page serves as the expectation bridge, and only once intent is established does the app install conversion hold.