Going global is the obvious next move once a funnel works in one market. The catch is that what converts in the US rarely transfers cleanly to the next ten countries, and the web funnel behaves differently from the app the moment you cross a border.

Marcus Burke (Meta Ads & App Growth Advisor) and Dmytro Pysmennyi (CEO, IntellectoKids) will cover five things that decide whether geo expansion pays off:

• Going global: where app and web funnels diverge outside your home market

• Local payment quirks: which methods convert where, and where defaults break

• Geo-level activation: how activation and downfunnel behavior shift by region

• Ad account structure: setting up accounts for a diversified geo mix without losing signal

• Creative strategy: can one set of creatives travel, or do you localize?

You'll leave knowing which markets are worth the spend and what to fix first.