After ATT we lost a lot of cross‑campaign insight in the app. Moving the funnel to web restored many signals. We now capture first touch, creative id, landing page variant, and downstream events on a single user record. That gave us conversion paths we no longer had on iOS.
On web we can track events beyond trial start and connect them to ad creative and utm. We rebuilt activation signals using events like first successful task completion and content consumption in the app after sign in. Those became the new predictors for LTV.
What events did you find most predictive for long term value once you switched to a web first funnel?
I stopped relying on device identifiers and focused on behaviour. First paid action and second week active days became our best predictors.
I used a simple JSON mapping from web event to user id and stored key events server side. That restored usable signals quickly.
We replaced the IDFA signals with preserved utm chains, landing page variants, and early activation events. Those signals allowed us to optimise creatives by downstream revenue rather than install metrics.
The ability to stitch web events to the same user record in our analytics was the game changer. It made campaign optimisation meaningful again.
I found first week retention and first paid conversion were good signals.
Web funnels made it easier to tie those back to the ad that drove the click.
First paid conversion then day 7 retention.
We used ‘first major action’ in the app as activation. It correlated strongly with 90 day revenue.
Tracking landing page variant helped us drop poor creatives fast. That saved ad spend.
First value event and trial to paid conversion were my top metrics.
Web funnels made it easier to tie revenue back to creative level.