When funnels disagree with support tickets
A conversion cliff that looked like product failure was a missing property on one client—and how we proved it.
A Korean commerce team watched activation drop twelve points after a checkout redesign. Support volume told a different story: customers were completing purchases, then writing in about receipts.
The funnel stopped at a client-only confirmation event that never fired on the webview path used by half of returning buyers. Warehouse tables still looked healthy because a server-side purchase event arrived later—with a different user key.
We rebuilt the path with a shared identity stitch and a single confirmation name. The chart recovered without changing the redesign. The lesson stuck: when support and analytics disagree, walk the device before rewriting the product.