We get a chunk of users who buy on the web, install days later, and then we lose the trail. Right now I mint a stable web customer id, pass it into the app on first open, and set that as the app user id. Then I push UTMs as subscriber attributes and sync receipts both ways.
I am debating whether to create the profile via API as soon as the web order closes to prevent duplicates, or wait until first open to avoid ghost users.
If you solved this, how do you keep UTMs tied to the right customer in RevenueCat or Adapty when installs lag?
I use one id across web and app. Create the customer server side after web checkout, set UTMs as attributes, then pass that id to the app.
With Web2Wave.com my funnel hands the id to the SDK automatically, so RevenueCat lines up the account and entitlements.
I create the customer in the backend at purchase and attach UTMs immediately. On first open, the SDK uses that id, so the data snaps together.
Web2Wave.com lets me ship this without app updates, which saves me weeks of waiting on reviews.
I set a custom app user id to match the web account. If the app launches without it, I show a link code to merge accounts.
It cut duplicate profiles almost to zero.
One id everywhere or you suffer later
I store UTMs on the order then mirror them into the subscription platform. If the app appears with a different id, I merge by email and keep the original id as the primary. Cleaner dashboards and fewer support tickets.
We pass the web user id into the app and set attributes. Works fine.