Meta Ads Roundtable: All About Meta Ads for Web2App

Meta Ads can be a powerful growth channel for subscription apps, but scaling profitably is rarely just about launching more campaigns or increasing budgets.

In a live roundtable, Andrey Shakhtin, CEO & Co-founder of FunnelFox, Kirill Makarov, Founder of WebFunnels Club, and Marcus Burke, Meta Ads & App Growth Advisor, will discuss how growth teams can approach Meta Ads more strategically when working with web and web2app funnels.

The discussion will cover:

• Diagnosis and measurement: telling a real performance drop from a reporting issue, and reading true vs. reported ROAS.
• Campaign setup and learning phase: budget, ad set structure, and optimization events.
• Creative testing and scaling: how Meta's algorithm reads creative now, testing volume, and scaling winners.
• Web funnels and funnel experimentation: monetization, web-to-app strategy, and A/B testing.
• Geo expansion: market prioritization and expansion timing.

You'll get practical takeaways on diagnosing what's actually happening with your account, structuring campaigns and events, reading real ROAS, and testing creatives that hold up under Meta's current algorithm.