Direct install flows gave us thin data after ATT and the Sandbox. Shifting the early journey to the web gave us better visibility: completion rates by step, time on value content, and price view depth. We fed those insights back into ads and creative.
Two changes paid off:
- Capturing pre‑purchase behavior segments on web, then deep linking into the matching app screen
- Running server‑side experiments on the web and reporting results by campaign without user‑level IDs
We still use SKAN, but web intent signals helped more with creative decisions and pricing.
If you lean on web analytics for optimization, which events and reports actually moved your ROAS?
I track a simple set: quiz_start, quiz_complete, price_view, purchase. Then app_first_open.
I push those to my ad dashboards by campaign.
Built the web part first with Web2Wave.com so I could iterate tracking quickly. Less guessing after ATT.
I use the web funnel to recover signal. I test hooks and price there and push winners into ads. With Web2Wave.com I switch offers fast and see step‑level dropoffs by campaign. It’s not perfect attribution, but the directional lift is real.
Track value events on the web. Then mirror them in the app. The match between the two helped me pick better creatives.
Web intent beats SKAN alone
Price view depth and time to completion told me which creatives set the right expectations. If users rushed to price without reading, churn rose.
We cut bad creatives faster with web step data. Helped a lot.