How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply

On the podcast: reaching brand-new audiences through web funnels, how they created their own ‘Big Mac index’ for global pricing, and why monthly plans can beat annual for LTV.Top Takeaways:🌐 Web funnels unlock audiences that app stores can't reach Moving users from a lean-back social scrolling mindset to an active download requires an intermediate web flow to build intent and explain value.🍔 Global pricing requires more than currency conversion Building a custom purchasing power index for international markets can dramatically increase conversion, but impact can be further improved by combining it with deep, culturally aware localization.🗓️ Monthly plans create a faster feedback loop for product value While annual plans offer better upfront cash flow, monthly subscriptions provide the undeniable truth about usage and retention. With strong retention, monthly plans can generate much higher lifetime value.🎨 Delightful product moments are the best ad creatives Features that create genuine emotional reactions—like bringing a child's drawing to life—naturally become high-performing marketing assets because they clearly demonstrate the product's core value.🤝 Treating platforms as partners yields strategic advantages Sharing roadmaps, challenges, and user insights with Apple and Google unlocks beta access and design partnerships that adversarial approaches miss.About Yoav Sharon:🎹 Head of Growth and Product at Simply, the company behind Simply Piano, Simply Guitar, Simply Sing, and Simply Draw, which are apps used by millions of learners across more than 180 countries.👋 LinkedIn💪 XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[2:57] Dreams into habits: Helping people learn creative skills through smaller steps.[7:10] The portfolio playbook: How Simply expanded into different instruments.[10:05] Avoiding cannibalization: Measuring interactions between apps and channels across a multi-product business.[15:15] Family first: Why multi-profile and multi-app households become the strongest retention segment.[18:02] Beyond attribution: How web funnels unlocked new audiences and new growth channels.[21:11] From lean-back to action: Using onboarding flows to move users from passive browsing into active intent.[24:24] Web as audience expansion: Why Simply views web funnels as a growth engine, not a fee-reduction strategy.[26:26] Partners, not platforms: Building close relationships with Apple and Google.[32:54] The future of learning: Why immersive platforms could transform skill development.[37:52] The case for monthly plans: How faster renewal cycles improve product learning and LTV.[44:24] The truth about pricing: Balancing annual discounts with long-term customer value.[50:54] The localization advantage: Building a pricing model inspired by the Big Mac Index.[56:01] Japan surprise: The localization lesson that completely changed a paywall strategy.[59:11] AI and visible value: Bringing children's drawings to life and increasing willingness to pay.