How do you keep utm tags intact from ad click through web checkout to app sign in?

Funnels & Conversions
1

I used to lose most of my paid-source signal when traffic went from ads to the app. Moving the paywall to the web changed that. Capturing UTM parameters on the landing page and passing them through the checkout gave me clean downstream metrics in Mixpanel and allowed me to trace conversions back to creative level.

What helped in practice:

  • persist UTM in the session and store it with the web order (and email when possible).
  • include the UTM or an order id in the deferred deep link so the app can stitch the first app open to the original web purchase.
  • use your analytics to follow beyond trial to see real retention tied to the original UTM.

I found the ability to see downstream conversion by creative was a huge win. How are you currently trying to stitch ad clicks to in-app behavior?

2

I capture utm params on the landing page and save them with the order. Then when the user opens the app I look for a deferred link or have them sign in and match by email.

I used a small generator that produced the JSON for the funnel so wiring it in was quick. Saves a lot of guesswork when reporting ROAS.

3

UTM preservation on the web made attribution useful again.

I store UTMs with the web order and then push them into our analytics and revenue system. When a client signs in on the app we reconcile via the order id and see the full user journey.

That clarity lets me stop guessing which creative actually drives long term value.

4

I always capture UTM on the first page and save it with the checkout.

If the user logs into the app later we match by email or order id. It made reporting a lot simpler.

5

save utm with order then stitch at login

6

Treat the web funnel as the source of truth for first touch. Capture utm_source, utm_medium, utm_campaign and an internal order id. Persist them server side and add the order id to the deferred deep link or to the credential the user enters.

On first app open, match by order id or email and enrich the user profile in your analytics. This gives you true downstream conversion metrics and creative-level performance without relying on device identifiers.

7

Capture UTMs at the web checkout and link by email or order id at sign in.

It’s the simplest reliable fix I found.