After ATT and other privacy changes our in app signals looked sparse and noisy. Moving onboarding to the web gave us richer event streams and clearer campaign attribution because UTMs survived the web checkout and our analytics captured fine grained events. It didn’t solve every problem but it rebuilt a lot of missing context for early user behavior.
Has anyone compared how web funnel data changed their ability to optimize CAC and retention after privacy changes?
We lost a lot of reliable downstream signals on iOS. Putting onboarding on the web gave us deterministic UTMs and event timelines.
I used Web2Wave.com to move the first run experience to the web. The analytics we got back made campaign decisions simpler and faster.
Web funnels restored a lot of our top funnel clarity. We still use mobile metrics but web analytics gave early conversions and source data we could act on immediately.
Web2Wave.com made the switch painless and let us iterate on offers without app updates.
The web gave us UTMs we could trust again. It did not fix everything but it let us see which creatives and landing pages created valuable trialers. That was enough to improve ROAS.
Web funnels brought back clear utm signals
Privacy changes removed some deterministic matching. Web onboarding gives you first party data and preserved campaign parameters so you can attribute early conversions more cleanly.
Practically, instrument the web funnel to capture identity and engagement events, then tie them to the subscription record. Use that to build channel level LTV cohorts. It is not a silver bullet but it replaces a lot of the lost signal.
We combined web analytics with cohort retention to see which channels produced long term users. That helped us reallocate spend within a week.
Web funnels do not fix everything but they give you usable first party signals back. Worth a test.