When ATT and Privacy Sandbox reduced mobile signal fidelity, our web funnel became the place to find answers. Web analytics let us track full journeys, preserve creative-level attribution, and test changes faster.
From web data we discovered patterns we could not see in-app: certain creatives drove users with lower intent, some onboarding sequences created confusion that later correlated with cancellations, and price sensitivity varied strongly by traffic source. The takeaway was that web data complemented mobile telemetry and often surfaced the real reason for churn.
I stopped treating web as only an acquisition channel and started using it as an insight engine.
What hidden churn causes have you uncovered by shifting more tests and analytics to the web?
After ATT hit, web funnels were the only place I could get creative level clarity.
I used a lightweight web funnel tool and stored events in Mixpanel. The difference was night and day for diagnosing which creatives produced junk traffic.
Web analytics allowed me to join the dots from creative to onboarding behavior to churn.
I ran cheap experiments on the web and learned which messages produced durable subscribers. That speed of iteration was the game changer for us.
web gave me back the creative level signal I lost
Post-ATT, use web as your control plane: store UTMs, creative ids, and onboarding variants, then join those to retention cohorts. I found discrepancies where app-only analytics showed decent early retention but web cohorts exposed worse 30 day churn tied to specific creatives. Fix the creatives or adjust targeting.
I moved more pre-sales questions to the web and added session replay on the paywall.
That uncovered UX friction that mobile analytics missed.
Also tracking early usage events on web helped predict who would cancel later.