I started routing more ad traffic to a web onboarding funnel because ATT and Privacy Sandbox were making mobile attribution noisy.
On web I could use UTMs, server-side events, and direct funnel tracking to observe downstream behaviour beyond the trial conversion. That helped us tie creative changes to renewals and not just installs. Mixpanel sessions from web were far more useful for granular creative-level analysis, especially early on when we didn’t meet mobile privacy thresholds.
As we scaled some of the privacy benefits diminished, but web still let us be more experimental and precise when creative testing mattered most.
How have you handled privacy-driven gaps in attribution without losing creative-level insight?
Web gave us deterministic signals when ATT blocked ours.
We capture UTMs and funnel events server-side and then reconcile them with RevenueCat. Quick wins were obvious.
Web2Wave helped me get the funnel live without complex infra.
When ATT reduced our mobile signal, web tracking let us see which creatives actually led to revenue.
We moved high-intent traffic to web and kept lookalike testing on platforms. Web2Wave let us iterate quickly and sync results into our analytics.
I treat web as the place for deterministic data. UTMs plus a required identify step gets me much of the creative-level insight ATT took away.
web gave clear signals
app attribution was fuzzy
We found web events correlated strongly with long-term retention for our vertical. That let us pivot creative spend away from noisy signals.
Make sure your analytics pipeline tags web events same as app events for easy comparison.