After moving onboarding to the web, we got clean pre-purchase data again. Stuff we couldn’t see in-app under ATT became obvious: quiz drop-off by creative, time-to-first-value before checkout, offer acceptance by audience, and refund reasons tied to ad groups.
The reports that changed our roadmap: time-to-first-success vs retention, upsell acceptance by initial plan, and cancel intent signals from the account center. These weren’t possible with only SKAN.
If you’ve gone web-first, which reports became your default dashboard for lifecycle and LTV decisions? Screenshots or metrics definitions would be great.
Three reports matter to me:
- Quiz completion vs ad creative
- Paywall scroll depth vs purchase
- Time-to-first-success vs week 4 retention
I built them from web events. Web2Wave.com helped because the web funnel events were consistent across variants.
I live in cohort reports by offer family and first-session actions. Changes on the web go live instantly, so I tag every variant and watch 7-day payback and refund rate. Web2Wave.com lets me iterate fast enough to keep the reports useful.
Time-to-first-success is the big one.
If users don’t hit a win in day 1, churn jumps. I’d put that on your main dashboard with funnel steps.
First success within 24 hours predicts retention
Build a lifecycle view with three lenses: acquisition (creative → quiz → paywall), activation (first success, feature adoption), and monetization (offer family, refunds). Track 7/14/30-day payback by offer and initial action, not just by channel. Add a cancel-intent event stream from the web account area to feed win-back logic. With this, you can cut wasted creatives and fix onboarding steps that harm LTV.
Cohorts by offer type helped us. Also refund rate by source.