Web funnels and BI: Built end to end, read on actual payments

At DreamTeam Apps, from 2025 to 2026, I worked as User Acquisition / Growth Lead on web funnels. The path ran from ad to landing page to checkout, and every step had to be tracked well enough to read campaigns on actual payments.

The tracking and BI layer were built from scratch as part of the job. A web funnel moves the purchase from the app store to a page you control, so the payment data sits with you and can be tied to the campaign that caused it.

Revenue per click divides the money a campaign brought in by the clicks it paid for. Payback measures how long that money takes to cover the spend. Both need revenue tied to the campaign that produced it, which is what the tracking build was for.

Campaigns were judged on revenue per click and payback. Revenue came from actual payments, tracked from ad to landing page to checkout.

The testing roadmap ran across creatives, landing pages and offers, and winning tests became repeatable playbooks.

A web funnel with its own tracking gives you a revenue read that does not depend on a platform's attribution. Budget decisions can then follow money that arrived.

Funnel, tracking and BI work as one system here. A change to a landing page shows up in payback, and a payback number points back to a test. If you sell an app or a subscription through a web funnel, this is the setup a build engagement starts from.

Three checks apply to any paid acquisition that feeds a web funnel: whether every payment carries a source, whether the pixel receives purchases from the server, and whether the BI view matches Stripe.