How do I build a web-to-app funnel?

Open Funnels in the dashboard and click Create funnel. A funnel is a few screens in a row, such as a quiz, a proof point, an email field, the plans and a success page. Edit the steps in the builder, check them in the live preview, and click Publish. The funnel then lives at a public URL such as https://api.revenuedot.app/pay/scanner/focus-quiz. Visitors pay on Stripe Checkout and open the app with a redemption link. The Analytics tab shows where they drop off.

First finish the four steps in Sell on the web with Stripe. A funnel's paywall step sells an offering's web products.

Start a funnel#

• New funnel from the starter: a question, an info step, an email step, the paywall and the success step, in your web config's colours.
• New blank funnel: the paywall and the success step only.
• Build with AI: describe the funnel, such as "A fitness app for beginners with an email step before the paywall". See Build with AI.

The builder#

• Steps on the left: add, reorder, duplicate and delete steps.
• Properties in the middle: the selected step's texts and options, and the theme (colours and corner radius, with the presets Ink, Night, Ocean, Forest and Sunset).
• Preview on the right: the real page in a phone frame, showing the selected step with your web prices. Discount codes and payments only run on the public page.
• Publish (or Publish changes), Unpublish, the public URL with a copy button, and the Analytics tab.

Edits are saved as a draft. Visitors keep seeing the published copy until you publish again.

Step types#

Every step has an id, a type, a title and an optional subtitle.

• Questions. A single-choice question moves on as soon as the visitor taps an answer. With multiple: true the visitor picks several and taps the button.
• Email. The address goes to Stripe Checkout as customer_email and becomes the customer's $email attribute. The redemption link is emailed there.
• Paywall. offering is the offering's lookup key, or null for the current offering. features are up to 8 bullet lines. highlight_package is the package selected first, such as $rc_annual. discount_id applies a web discount without a code. allow_codes shows the code field.
• Success. Shown after payment. With show_redemption, it shows Open the app and the store buttons. A visitor who arrived with ?app_user_id= sees that the purchase is linked to their account instead.

The funnel JSON#

The builder edits a JSON document, the same one the API reads and writes:

{
  "theme": { "background": "#FFFFFF", "text": "#0A0A0A", "accent": "#0A0A0A", "button_text": "#FFFFFF", "corner_radius": 0 },
  "steps": [
    { "id": "goal", "type": "question", "title": "What do you want to get done?", "attribute": "goal",
      "options": [
        { "id": "focus", "label": "Focus on deep work" },
        { "id": "habits", "label": "Build better habits" },
        { "id": "sleep", "label": "Sleep better", "next": "sleep_tip" }
      ] },
    { "id": "plan", "type": "info", "title": "Your plan is ready", "body": "People with the same goal kept going 3 times longer with a daily plan." },
    { "id": "sleep_tip", "type": "info", "title": "Better sleep starts tonight", "body": "Most people fall asleep 15 minutes sooner in the first week." },
    { "id": "email", "type": "email", "title": "Where should we send your plan?", "placeholder": "you@example.com", "required": true },
    { "id": "paywall", "type": "paywall", "title": "Unlock your full plan", "offering": "web", "highlight_package": "$rc_annual",
      "features": ["Your personal daily plan", "Reminders that adapt to you"], "allow_codes": true, "button_label": "Continue" },
    { "id": "success", "type": "success", "title": "You are in", "body": "Open the app to start your plan.", "show_redemption": true }
  ]
}

Rules checked on every save:

• 1 to 30 steps. Step ids are unique, 1 to 40 lower-case letters, digits, - or _.
• Titles up to 120 characters. Subtitles and bodies up to 600. Button labels up to 40.
• Questions have 1 to 8 options with unique ids and labels up to 80 characters.
• Every next names a step that exists.
• Colours are #RRGGBB. corner_radius is 0 to 24. image_url is https.
• An attribute uses letters, digits and _ . - $.

Rules checked before publishing: exactly one paywall step and exactly one success step, the paywall before the success step, and the success step last. The funnel's problems list says what is missing, and Publish stays off until it is empty.

Paths#

An answer can jump to another step: set the option's next to that step's id. Without next, the visitor goes to the next step in the list. In the example above, "Sleep better" skips to sleep_tip; the other answers go to plan. Paths work on single-choice questions. The back button returns along the path the visitor took.

Answers become customer attributes#

Give a question an attribute, such as goal. When the visitor pays, the answer is saved on the customer under that name. Only the question's own option labels are saved, so a visitor cannot write free text into an attribute. Several answers are joined with ", ". Attributes reach the app's user when the purchase is redeemed, and they appear in webhooks' subscriber_attributes and in the dashboard. Use them to personalize the app after sign-up.

Publish#

Click Publish, or call the API. A funnel needs a connected Stripe app to publish.

curl -s -X POST "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/funnels/fnl_7q2k9m4x1z8c/actions/publish" -H "Authorization: Bearer $SECRET_KEY"

The public URL is <pay base>/<project slug>/<funnel slug>, or https://<your domain>/<funnel slug> with a custom domain. A funnel's slug is unique among the project's funnels and purchase links. The page takes the same query parameters as a purchase link: ?app_user_id=, ?email= and ?code=. utm_* parameters are kept with the funnel's events. Unpublish takes the page down (404) and keeps the draft.

Events#

The page records what each visitor does, once per page session:

Webhooks and analytics tools#

Three of them can also go to your webhooks and integrations as RevenueDot event types:

They are opt-in: only webhooks and integrations whose event filter names them receive them, so handlers that know only RevenueCat's event types never see them. Segment, Amplitude, Mixpanel and PostHog send them with the names above.

curl -s -X POST "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/integrations/webhooks" \
  -H "Authorization: Bearer $SECRET_KEY" -H "Content-Type: application/json" \
  -d '{"name":"Funnels","url":"https://api.example.com/webhooks/funnels","event_types":["funnel_viewed","funnel_step_completed","funnel_purchase","initial_purchase"]}'

Each event carries funnel_id, funnel_name, funnel_slug, session_id, step_id, step_type, step_index, answer, the page's utm_* parameters, store: STRIPE and the environment. FUNNEL_PURCHASE adds product_id and the buyer's app_user_id. Each visitor gets an anonymous app user id ($RCAnonymousID:…) when the page loads, unless the URL had ?app_user_id=. Their events and their purchase use the same id, so analytics tools see one user from the first view to the purchase. session_id also joins one visit's events. Full fields: Webhook events.

Analytics#

The Analytics tab, or the API, shows the last 7, 30 or more days:

curl -s "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/funnels/fnl_7q2k9m4x1z8c/analytics?days=7" -H "Authorization: Bearer $SECRET_KEY"

{"object":"funnel_analytics","funnel_id":"fnl_7q2k9m4x1z8c","days":7,"views":2,"checkouts":1,"purchases":1,"conversion":0.5,"revenue_usd":59.99,
 "steps":[{"id":"goal","type":"question","title":"What do you want to get done?","viewed":2,"completed":1,"drop_off":0.5},"…"],
 "daily":[{"date":"2026-09-30","views":2,"purchases":1},"…"]}

days is 1 to 365 (default 30). The funnel list shows views_30d and purchases_30d.

Build with AI#

Click Build with AI and describe the funnel: who it is for, the questions to ask and the offer. RevenueDot asks a language model for the funnel JSON, repairs what it can (ids, a missing paywall or success step, paths to steps that do not exist), checks it, and opens the result as a new funnel for you to edit. Nothing is published until you publish it.

It uses the same model and the same limits as Generate with AI on paywalls, shared between the two: one generation every 5 seconds and 60 a day per project, 100 a day per person, and 5,000 a day per server. On RevenueDot Cloud it works without setup. On a self-hosted server it needs OPENAI_API_KEY or ANTHROPIC_API_KEY; without one the button is hidden and the API answers 503.

curl -s -X POST "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/funnels/generate" \
  -H "Authorization: Bearer $SECRET_KEY" -H "Content-Type: application/json" \
  -d '{"prompt":"A sleep app quiz for people who wake up at night","app_name":"Drift"}'

The answer is { "object": "funnel_generation", "draft": {…}, "fixes": ["added a success step"], "provider", "model" }. Create a funnel from it with POST /funnels and "draft".

Use the API#

# Create from the starter, then change the draft and publish.
curl -s -X POST "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/funnels" -H "Authorization: Bearer $SECRET_KEY" \
  -H "Content-Type: application/json" -d '{"name":"Focus quiz"}'
curl -s -X PATCH "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/funnels/fnl_7q2k9m4x1z8c" -H "Authorization: Bearer $SECRET_KEY" \
  -H "Content-Type: application/json" -d @funnel-draft.json   # {"draft": {"theme": {…}, "steps": […]}}
curl -s -X POST "$REVENUEDOT_URL/v2/projects/$PROJECT_ID/funnels/fnl_7q2k9m4x1z8c/actions/publish" -H "Authorization: Bearer $SECRET_KEY"

POST /funnels takes name, and optionally slug, app_id, template (starter or blank) or a full draft. A draft that breaks a rule answers 400 and names the field, such as draft.theme.accent. Every operation: Extensions: Funnels.

Not built yet#

• A/B tests of funnel steps, a template gallery, and image upload (use an https image URL).
• Funnel events go to webhooks and to Segment, Amplitude, Mixpanel and PostHog. Ad networks (Meta, AppsFlyer, Adjust) do not get them yet.

Related#

• Sell on the web with Stripe
• Purchase links: one page with the plans, no steps
• Redemption links
• Web discounts