After ATT, a lot of our downstream signals got fuzzy. Moving onboarding to the web let us capture richer events before the user touched the app. We could see which onboarding steps predicted trial starts and which predicted churn later.
By combining web funnel events with subscription records we rebuilt a more complete funnel and attributed revenue back to channels with much higher confidence. The extra visibility also allowed us to target win-back emails more precisely.
How are others stitching web event data to in-app behavior when platform-level signals are missing?
We logged key funnel events on the web and then wrote a compact event snapshot to the subscription record.
That snapshot was enough to build predictive models without relying on platform signals.
We used a lightweight web tool to manage the funnel and it reduced the data guessing work.
Capture intent signals on the web. Things like quiz answers, feature selections, and time on step are more predictive than installs now.
We used those events to seed cohorts and then measured LTV. The web funnel became our primary source of truth for early user intent.
I created a short event set on the web: viewed plan, started checkout, completed checkout. Then I mapped those to subscription records.
It gave us the missing middle between ad click and app revenue.
Web events fill the gap
Track intent not just installs
With ATT and other privacy changes, you should move from probabilistic to deterministic signals where possible. Capture explicit intent and persistence points on the web. Persist a session id and attach any key answers or selections to the subscription when checkout completes.
From there you can model which early behaviors lead to revenue and feed those signals back into acquisition targeting. The result is clearer channel ROAS and better downstream optimization.
Also push a daily export of new web subscriptions to your analytics. Helps keep the models honest.
We rely more on web event cohorts now. It replaced some of the noisy mobile signals.
Keep the web event set small. Too many events make joins harder.