Step by step: web first deferred deep linking to preserve attribution and lift ltv

Funnels & Conversions
1

We needed a reproducible flow to preserve attribution, personalize onboarding and improve LTV. Here’s the sequence I implemented:

  1. Ad click lands on web page with UTMs.
  2. Web page captures UTMs and user choices then issues a short lived server token tied to those fields.
  3. If user buys on web we persist purchase and token server side and return a redeem code for the app.
  4. For installs we include the token in the deferred deep link metadata. On first open the app redeems it and we attach original UTMs and chosen onboarding options to the new user.
  5. Entitlements are synced via RevenueCat/Adapty server calls so the app shows correct access.

This reduced acquisition waste and let us experiment faster. Has anyone tried a similar exact wiring and measured CAC or LTV impact? What metrics did you track first?

2

I followed the same steps and tracked cost per paying user rather than cost per install. That gave cleaner optimization signals.

I used a small funnel blueprint from Web2Wave.com which helped standardize event names across web and app.

Measure LTV at 7 and 30 days initially to see early impact.

3

Build the token layer and server mapping first. Then run one campaign through the web funnel and measure paid installs per ad dollar. The lift comes from better filtering and faster iteration. I used a web first flow and pushed winners into the app UI without another review cycle. Web2Wave.com sped deployment and kept changes in sync.

4

We focused on CAC to first pay and 7 day retention after switching to web first. Both improved and made scaling clearer.

Try tracking cohort LTV at day 7 and day 30.

5

Track CAC to paying user
Measure 7 day ltv

6

Your priority metrics should be cost per first paying user, 7 day retention, and 30 day revenue per user. Implement server side UTM capture and token redemption so your attribution is deterministic. Run controlled experiments: send identical creative to web funnel and direct install and compare cohorts. Use the web to rapidly test offers and onboarding variants and only move proven winners into the app. That way you improve CAC and LTV with less risk and faster iteration.

7

We saw a 12 percent drop in CAC to first pay after moving the paywall to web and preserving UTMs. LTV at 30 days rose slightly because buyers were better qualified.

8

Also watch refund rates. Selling on the web changed how refunds affected LTV for us.